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Digital Banner Advertising – an introduction

Building low cost brand awareness

The route in to low cost brand awareness building.

01.

Market Stucture

The digital banner advertising market place is made up of Advertisers on one side (Ad agencies and Demand Side Platforms (DSPs)) and Publishers on the other (Ad Exchanges, Networks, and Supply Side Platforms (SSPs)).

DSPs like MediaMath are experts in buying inventory from Publishers and optimising the targeting within the inventory to maximise the client’s performance.

There is quite a cross over of services in this industy; Google, for example, being both a DSP and an Ad Network on the Publisher side. Agencies and digital businesses will use the Google Ads platform for ad campaigns, and website owners as a publisher can give over page space for Google AdSense ads, the inventory to show client ads.

Online digital display market

Read about Jam as a Banner Ad Agency.

02.

A sophisticated industry of targeting and optimisation

Firstly this is a large and rapidly growing marketplace. Look at these figures from Statista – a global market of $174 billion current and heading up to $218 billion by 2028.

Secondly the real excitement of this digital banner advertising market is the speed it develops and the level of sophistication it has in delivering value for advertisors.

Sophistication in terms of the different types of targeting possible:

  • Contextual Targeting
  • Behavioural Targeting
  • Cluster Targeting
  • Demo Targeting
  • Geo Targeting
  • Placement Targeting
  • Targeting using 3rd party Data

And then in terms of optimisation:

  • Machine Learning
  • AB testing
  • Keyword optimisation
  • Real Time Bid Management
  • Audience segmentation
  • Creative optimisation (ad creatives, ad text and landing pages)
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