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Display Platforms

This step helps you distinguish between the main platforms and buying mechanisms available for display and video advertising.
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Display advertising has been a very prominent channel for many years, and there are a number of platforms that offer display advertising solutions. Google Display Network. Google Display Network allows advertisers to serve video and display ads to over 2 million websites reaching 90% of global Internet users. The network includes mobile apps and YouTube and is available across all devices. Facebook. Facebook has more than 2 billion users that you can target with ads using strong, accurate user data such as their interests and location. AdRoll. AdRoll has developed primarily as a retargeting platform which uses its own remarketing pixel to target ads to consumers who have previously visited a website.
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Criteo. Criteo is a specialist e-commerce retargeting platform that shows consumers ads for products they’ve viewed on the advertiser’s website. This is a dynamic solution that responds to the unique behavior of the consumer to show them ads relevant to their onsite behavior.
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Premium network buys. Premium network buys are usually bought through a media house. Advertisers can choose to serve their ads on premium websites such as news websites. These premium network buys can guarantee reach for a set budget and are usually bought on a CPM basis. As the name suggests, these buys do come at a premium in comparison to many self-service auction-based platforms. The higher cost is down to the premium nature of their content.
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There are a number of platforms you can choose from when running video advertising campaigns. Social. Social media platforms include YouTube and Facebook. YouTube is a video-sharing social media network where advertisers can reach potential customers when the customer watches or searches for videos on the platform. Advertisers only pay when the user shows interest. Facebook allows advertisers to display videos within the news feed of users that match their audience targeting while they’re browsing the website.
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Video on Demand. Video on Demand, in many ways, mirrors traditional TV planning. As users catch up on their favorite shows online, advertisers may choose to run a pre-roll style ad. This is similar to how ads would run in the ad break of your favorite sitcom, for example. Programmatic video platforms include TubeMogul and Videology. The emphasis here is on detailed audience profiles, and video advertising inventory is aggregated from a wide variety of sources.

Display advertising has been a very prominent channel for many years and there are a number of platforms that offer display advertising solutions. This step helps you distinguish between the main platforms and buying mechanisms available for display and video advertising.

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Getting Started with Digital Marketing

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