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How successful is online display advertising?
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bet | 4/6 | Sana | 18.02.2022 | Hajmi | 4,68 Mb. | | #451457 |
| Bog'liq screen advert
How successful is online display advertising? - Click-through rates are very low
- Average is around 1 click every 1000 impressions
- Research from Dave Chaffey on variance in CTR for display ad types
- Click-through rates on Facebook and Twitter (from Larry Kim)
- Beyond demographics : Behavioural targeting and re-targeting are being tried in an effort to improve CTR
Types of ad targeting - Search targeting – based on terms typed into search engine – marketers bid on search terms. Ads appear on SERPS. Costing is PPC
- Context targeting – based on textual content of the webpage on which the ad appears (often plus demographics). Costing is CPM (impressions)
- Behavioural targeting (and retargeting / remarketing) - monitors online behaviour and serves ads accordingly
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