Search marketing (2) Search engine advertising

Internet advertising formats (IAB report for 2014)

Web site advertising formats

• Display ads began in 1994 with static banners on Hotwired.com for AT&T
• Then in the search to catch people’s attention added animation, then moved to the use of “rich media”
• Interactive formats, including:
• Banners
• Buttons
• Skyscrapers
• Pop-ups, pop-unders, interstitials
• Pre-rolls
• Video
• For examples of web advertising formats, go to
• DoubleClick Media Gallery
• IAB Guidelines for interactive advertising

A couple of common sources to buy display ads

• Google – Adwords for Display
• Facebook – Advertising on Facebook

How are ads bought and sold?

• Shift from Ad Exchanges to “Programmatic Advertising”
• “Programmatic” ad buying typically refers to the use of software to purchase digital advertising, as opposed to the traditional process that involves RFPs, human negotiations and manual insertion orders. It’s using machines to buy ads, basically.” Digiday
• The Evolution of Online Display Advertising (3 minute video from IAB)
• 200 milliseconds: The life of a programmatic real time bidding (RTB) ad impression (Media Crossing)