online display advertising

Both long-established offline brands and newer 'online only' brands have developed a strong, credible presence on the web. There are a number of routes to advertising online; campaigns can be site specific or across a number of sites (via an ad network), and can therefore be niche as well as broad in terms of targeting. Online campaigns can be just as complex as the biggest offline campaigns.

 

A key advantage of online advertising is that campaigns can be optimised to suit creative executions or formats that are working well, thereby maximising return on investment.  There are also clever ways to target audiences geographically or behaviourally (based on users' online habits and activity). Decisions can also be made in the short term as lead times can be (but aren't necessarily) shorter than other more traditional media, such as magazines.

 

There are a number of ad formats that can be used including banners, skyscrapers, MPUs and buttons, as well as page dominating formats like overlays or interstitials. Recently there has been much press about the success of email campaigns, with initial campaigns showing click throughs much higher than standard website banner advertising (though open rates and click throughs are now normalising).

 

Like its offline counterpart, the right online campaign solution takes into account key strategic and tactical objectives and involves a number of platforms and targeting methods to deliver the response, all of which is measurable and highly accountable – one of the channel's key strengths.