Targeting Display Advertising
DOI link for Targeting Display Advertising
Targeting Display Advertising book
Before sponsored search advertising, pop-up ads and email campaigns, there was display advertising. From the very beginning, display ads have been an important source of revenues for online content providers and as such have played a critical role in supporting the free content provided on the Internet. Figure 9.1 illustrates the growth in online advertising expenditures over the past eight years. Even with the development of a wide array of new online advertising vehicles, expenditures on displays ads continue to grow and accounted for 24 percent of the $26.04 billion online advertising industry in 2010. The term display ad refers to a family of online advertisements that include text, images, and/or animation presented on content sites. Large display ads appearing across the top of a content page are typically referred to as banner ads whereas ads presented along the side of a content page are referred to as skyscraper ads. Regardless of the location of the
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ad, display ads expose the website visitor to the brand featured in the ad and provide interested individuals the ability to click on the ad for more information.