The Great Online Display Advertising Guide

157 Pages·2014·12.8 MB·English

The Great Online Display
Advertising Guide
Or, How Did That Ad Get There?
Paul Mosenson, NuSpark Marketing
August 2014
About Paul Mosenson

 Digital Media Strategist and Planner/Buyer
 30-year advertising experience; last corporate position as Media
Director at renowned Delaware ad agency
 Currently is President of NuSpark Marketing; a digital lead
generation firm since 2008 servicing clients around the world.
 Paul has been managing digital campaigns for 15 years successfully,
covering a mix of B2B and B2C clients
 Paul is fluent in paid search, display, social media, conversion rate,
SEO, and content marketing
 Previous eBooks cover SEO, paid search, content strategy, lead
generation optimization, marketing automation, and more.
What I Cover
 Stating the case for display advertising
 The display landscape; how ads are served
 Those abbreviations; DSP, DMP, SSP, RTB, and Programmatic
buying
 Campaign planning and KPIs to measure
 Targeting strategies and retargeting
 Pricing, ad units, and buying display
 After the buy; tags, cookies, and pixels
 Mobile web and Mobile app campaigns
 Campaign optimization
 Google Display Network Tour
 B2B Display topics; Lead nurturing, Native, LinkedIn
 Measuring Display; View-Through, Attribution, Multi-channel
funnels
Why Display Advertising
STATING THE CASE
Display is Media
It’s not about clicks

◦ It’s about delivering a large number of
impressions to the right audience so that the
audience becomes familiar with a brand that
could lead to conversions. (Display is “media”)
Display boosts other online campaigns

◦ Display creates awareness and interest; other
mediums such as organic and paid search may
drive more “last click” conversions, but those
conversions can be influenced by the power
of display
Media Strategy 101
Any comprehensive media strategy works

best when targeted channels work
together rather than used independently.
Combining display with search is no
exception
Recent display usage studies and effect on other channels
More Supportive Display Research
 A 2013 Harvard Business School study found that display advertising significantly increases
search conversions. According to HBS, “Both search and display ads…exhibit significant
dynamics that improve their effectiveness and ROI over time.” In addition, “…we find that
each $1 invested in display and search leads to a return of $1.24 for display and $1.75 for
search ads…”
 A study by comScore showed that the combination of search and online ads results in a
sales lift of 119%.
 An iProspect study revealed that people initially respond to online display ads as follows:
◦ 31% respond by directly clicking on an ad
◦ 27% respond by searching for the product, brand, or company by launching a search on a search
engine
◦ 21% respond by typing the company Web address into their browser and directly navigating to the
website, and
◦ 9% respond by investigating the product, brand, or company through social media venues
◦ Overall, 52% of Internet users actively respond IN SOME WAY to online display advertising

 The study also found that one third of users who respond to online display advertising
eventually purchase from the company, and that thirty-eight percent of users who respond
to online display advertising learn about a brand for the first time as a result of their
exposure to such an ad.
The Lift Effect of Display Advertising
The research by comScore also indicates that display advertising has an effect on user behavior
even at low CTR. In the research, which included 139 display campaigns from seven verticals,
comScore recorded substantial effects on traffic, sales and branding despite low CTR. The
campaigns yielded a 46 percent lift in advertiser website visits over a four week period. During
the same period, exposed users were 38 percent more likely to conduct an advertiser-related
branded-keyword search, and 27 percent more likely to make a purchase online.
Additional Benefits of Display; Direct
Response and Branding Studies
CONVINCED?