Display advertising


Display advertising (banner advertising) is a form of advertising that conveys a commercial message visually using text, logos, animations, videos, photographs, or other graphics. Display advertisers frequently target users with particular traits to increase the ads’ effect. Display advertising is a type of online advertising that comes in several forms, including banner ads, rich media and more. Unlike text-based ads, display advertising relies on elements such as images, audio and video to communicate an advertising message. Display advertising is advertising on websites or apps or social media through banners or other ad formats made of text, images, flash, video, and audio. The main purpose of display advertising is to deliver general advertisements and brand messages to site visitors. According to e Marketer, Face book and Twitter will take 33% of display ad spending market share by 2017. Google’s display campaigns reach 80% of global internet users. Also, desktop display advertising has eclipsed search ad buying in 2014, with mobile ad spending to overtake display in 2015. Display advertising is an online form of advertising in which the company’s promotional messages appear on third party sites or search engine results pages such as publishers or social networks. The main purpose of display advertising is to support a brand awareness (Robinson et al., 2007). and it also helps to increase a purchase intention of consumers.Nowadays, social media has been used in many organizations, in particular, ASOS is an online clothing retailer has used social media in its campaign in term of advertising and promoting its products. In 2014, ASOS and Nike cooperated with Google Hangout to create the first shoppable video web chat  on Google+. The video is an example of display advertising used for celebrating 27 years of Nike’s Air Max trainers. The video advertising aimed at creating brand awareness among users and convincing them to watch the Hangout and purchase products from the display advertising itself. Consumers were able to shop directly from the display advertising. According to ASOS plc statement, display advertising has contributed to the increasing number of users visiting to the website and the rising of downloading ASOS application by 28 per cent of online users. Additionally, the users have visited the website eight times a month on average . The ad server helps manage display advertisements. It is an advertising technology (ad tech) tool that, throughout a platform, administrates the ads and their distribution. It is basically a service or technology for a company that takes care of all the ad campaign programs and by receiving the ad files it is able to allocate them in different websites. The ad server is responsible for things such as the dates by which the campaign has to run on a website; the rapidity in which an ad as to be spread and where (geographic location targeting, language targeting.. ); controlling that an ad is not overseen by a user by limiting the number of visualizations; proposing an ad on past behavior targeting.

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Display advertising

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