Search marketing (2) Search engine advertising

DISPLAY (screen) ADVERTISING

Today’s class will cover:

• Display advertising
• Demographic and behavioural targeting
• ‘Native” advertising

Definition of display advertising

• "a form of online advertising where an advertiser's message is shown on a destination web page, generally set off in a box at the top or bottom or to one side of the content of the page." The Internet Advertising Bureau (IAB)
• “Interactive” display advertising means that the display ads actually do something in response to a user action
• Display advertising is usually purchased on the basis of the number of “impressions” (CPM) that an ad has (not on the basis of performance or CTR)