Marketo-DG2DA

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PART III: DIGITAL AD TYPES AND AD DESIGN DISPLAY ADVERTISING Display ads are visual advertisements that can be placed on a variety of online media. Display ads come in a wide array of formats such as text, images, video, flash, and more. Aside from PPC, for many marketers, display advertising is another very large piece of the advertising pie. The great part about display ads is their diversity! You can use pretty much any type of media to get your message across to your audience. And you can target your audience across multiple devices and channels. You can choose individual websites for your banner ads to be displayed, or you can create banner ads as part of a retargeting campaign—more on that later in the guide. But for your reference, a retargeting ad campaign tracks your website visitors and serves them your ads on multiple channels using a simple JavaScript code or a cookie that is placed on the viewer’s browser. On each website, your banner ads can be displayed in a variety of positions—the most popular positions being at the top and on the right-hand side of a website. As an example of a header banner ad, take a look at the Visa ad at the top of The New York Times website. Visa Banner Ad
PART III: DIGITAL AD TYPES AND AD DESIGN DISPLAY ADVERTISING Here you can see another example of a banner ad placement on the website sfist.com. The Economist has a banner ad in the upper right-hand side of the website. There are many types of display ads. We will go over some of the most popular types of display ads in the upcoming sections. Economist Banner Ad 41
Page 1 and 2: #MKTOGUIDE
Page 3 and 4: INTRODUCTION WHY SHOULD I READ THE
Page 5 and 6: PART I: WHAT IS DIGITAL ADVERTISING
Page 13 and 14: PART II: DIGITAL AD STRATEGY DEVELO
Page 15 and 16: PART II: DIGITAL AD STRATEGY DEFINI
Page 17 and 18: PART II: DIGITAL AD STRATEGY AUDIEN
Page 19 and 20: PART II: DIGITAL AD STRATEGY YOUR D
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Page 23 and 24: PART II: DIGITAL AD STRATEGY BUDGET
Page 25 and 26: PART II: DIGITAL AD STRATEGY ADVERT
Page 31 and 32: THOUGHT LEADERSHIP INSIGHTS (CONTIN
Page 33 and 34: PART III: DIGITAL AD TYPES AND AD D
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Page 71 and 72: PART IV: DIGITAL AD LANDING PAGES L
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Page 75 and 76: THOUGHT LEADERSHIP INSIGHTS JULIE R
Page 77 and 78: PART V: AD TARGETING #MKTOGUIDE
Page 79 and 80: PART V: AD TARGETING AUDIENCE-FOCUS
Page 85 and 86: PART V: AD TARGETING CONTENT-ORIENT
Page 87 and 88: THOUGHT LEADERSHIP INSIGHTS STEVE J
Page 89 and 90: PART VI: DIGITAL AD PRICING #MKTOGU
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PART VI: DIGITAL AD PRICING DIGITAL
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PART VI: DIGITAL AD PRICING TWO TYP
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PART VII: DIGITAL AD TECHNOLOGIES #
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PART VII: DIGITAL AD TECHNOLOGIES T
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PART VII: DIGITAL AD TECHNOLOGIES M
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PART VIII: AD TESTING AND OPTIMIZAT
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PART IX: MEASUREMENT METRICS Measur
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PART IX: MEASUREMENT METRICS Back E
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PART IX: MEASUREMENT ATTRIBUTION La
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CONCLUSION Today’s buyers interac
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