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Concept
Digital display advertising
Summary
Digital display advertising is online graphic advertising through banners, text, images, video, and audio. The main purpose of digital display advertising is to post company ads on third-party websites. A display ad is usually interactive (i.e. clickable), which allows brands and advertisers to engage deeper with the users. A display ad can also be a companion ad for a non-clickable video ad.
According to eMarketer, Facebook and Twitter were set to take 33 percent of display ad spending market share by 2017.
Desktop display advertising eclipsed search ad buying in 2014, with mobile ad spending overtaking display in 2015.
Digital 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. There is an evidence showing that this advertising can increase the number of website page view of a company from most types of customers except from the non-authenticated visitors who visited the website before. The main purpose of display advertising is to support brand awareness (Robinson et al., 2007) and it also helps to increase the purchase intention of consumers.
Social media is used by many organizations. One example is, in 2014, ASOS and Nike collaborated with Google Hangouts to create the first shoppable video web chat on Google+. The video is an example of display advertising used for commemorating 27 years of Nike's Air Max shoes. 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 by clicking the display advertising. According to an ASOS statement, display advertising has contributed to an increase in both the number of users visiting its website and downloads of the ASOS App by 28 percent, with users having then visited the website eight times a month, on average.
Since the early advent of technology, the Internet has completely changed the way people relate to advertisements.
Official source
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