A Simple Introduction to Online Display Advertising How to create your own ODA A Publication by Becky Masih & Isabella Rule

Contents Introduction Forms Of ODA Benefits Planning Publishing

INTRODUCTION Online Display Advertising is a type of advertising located on websites. It is similar to PPC however, it differs in the sense that you are advertising on other peoples’ websites. There are many ways of advertising online. Various styles and formats that define one ad campaign to another. The beauty of online display ads is that you can combine and merge platforms of media together to engage your audience as opposed to print or broadcast ads. In this booklet you will find resources and references towards creating your own ad campaign. There is a guideline and support referring to different strategies methods and resources to put your content out there.

CHAPTER ONE Forms Of ODA

FORMATS There are many various styles of ads however the most common are the ones we see on a regular basis ere are a few examples and descriptions below. Banner ads: Typically a banner is of a rectangular shape featured either above, below or on the side of the websites’ main context. A banner can be as simple or as complex as you like it could feature: text, animations, graphics and sound. Banners are a great tool for promoting your products on other websites. Ad server: This is the technology used by networks, advertisers and publishers to place ads on web pages. They have control for choosing which ads will be displayed and can track campaign metrics such as: clicks or impressions. Without ad servers, advertisements would be just a static image on a website with a link to the advertisers business page. Their purpose of ad servers is to manage a website’s advertising space and deliver the ad to the users. In App ads: You can also reach your users on-the-go with smartphones and tablets. You can target particular app categories as there is a wide variety of media available. Pop up ads: Popup ads are displayed in new browser windows. It is generally used to increase newsletter sign-ups and promote important content such as coupons and whitepapers.

CHAPTER TWO Benefits Of ODA

BENEFITS Contextual targeting You are in full control of where and when your content appears. This is all to do with contextual targeting this allows you to display content to your specific audience when they show an interest. So the ads always appear on related pages with similar content. For example if you have been recently searching white jeans in new look a river island advertisement may appear with similar clothes. Placement targeting Your ads are influenced or supported by related content you have previously browsed. You can place your ads on relevant sites which appeal to the same audience. This is done through pinpointing relevant pages on websites. For example we found pre sale booking tickets for the avengers being advertised on Ticketmaster. Metrics and Analytics With online display ads you get fast feedback which enables you to view your statistics instantly weekly or Daily. You are able to view how many times your ads are viewed, previewed and visited. Reinforce branding Display advertising increases visibility therefore it's great for branding. You have full control of the entire appearance of the ad and the type. Display advertising raises the brand awareness as it doesn't take time but yet uses it wisely. For example a YouTube advert instead of watching the buffering circle like before it now uses that time of the audience to advertise to them.

CHAPTER THREE How to Create your own ODA

PLANNING When creating an online display ad just like any advertisement on other platforms it is imperative to consider the following. what are you trying to do ? what are you trying to advertise and why your trying to advertise it. Set goals for yourself in which you would like to see accomplished when viewing your final product. Demographic. Who it your target market? Who are you creating this ad for. What age, genre, sexuality, status are you pin pointing. It is vital you consider all these elements as this defines your audience. Not just factual information is important however personal information about your audience like their interests their passions what they expect from an advertisement and what they require from an ad. Legal As a an advertiser it is important to comply with the legal aspect of creating an ad campaign. As this can lead to many fall backs later on in the process. Legal requirements can consist of legally obliged adverts like 18+ products/ brands. Business registration requirements and or regulated products and services. Copyright This is one of the most important considerations when planning your own oda. It is illegal to copy use or claim rights upon on other persons work weather it be a digital broadcast or print produced product all images videos audios and literature produced by an individual is solely their own work with rights reserved to them. Anyone with express permission should be the only people using that content for personal use. Competitors. Whatever market you are in there will always be another company competing with you. So when creating our own ad campaign it is imperative to stand out from the rest. what is your USP? A USP stands for unique selling point this can be referred to through a product on the market or anything related in terms of differing to competitors. For example what makes pepsi' ad campaign unique from coca cola sad campaign?

CHAPTER FOUR How to Publish your own ODA

PUBLISHING Finding and resourcing methods of publishing is the only true way of getting your content actually out on the web. Here are a few methods for publishing content and campaigns out in the media. Websites Banner ads are the most popular form of website promotion. They are usually situated on the top or the down the sides of the site. This can be in a range of combined or varied forms; images, video, audio and even animated content. However It is within the publisher of websites sole desecration of where each ad is located on the sites. Google AdWords is the most popular example of ad networks. Almost entirely all ad campaigns are sold through ad networks which represents groups of websites to advertisers. Apps In app advertisements is another way of getting your content out in the open. However this can only happen through ad networks. Your ads may only show within a mobile app when the placement matches the targeting set for a specific campaign. Video channels There are two types of ads when advertising content on video channel: Standard banner ad - this is just your regular ordinary add displayed under your selected video or along the side above suggested videos with related content. In video overlay ads - this is when a video ad or Animated ad is displayed during the process of a video loading. This allows you to select the add which redirects you to another tab with the entire ad content on.

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