Display advertising
conveys its advertising message visually using text, logos, animations,
videos, photographs, or other graphics. Display advertisers frequently
target users with particular traits to increase the ads' effect. Online advertisers (typically through their ad servers) often use
cookies,
which are unique identifiers of specific computers, to decide which ads
to serve to a particular consumer. Cookies can track whether a user
left a page without buying anything, so the advertiser can later
retarget the user with ads from the site the user visited.
[24]
As advertisers collect data across multiple external websites about a
user's online activity, they can create a detailed picture of the
user's interests to deliver even more targeted advertising. This
aggregation of data is called
behavioral targeting.
[25] Advertisers can also target their audience by using
contextual and
semantic advertising to deliver display ads related to the content of the web page where the ads appear.
[19]:118 Retargeting, behavioral targeting, and contextual advertising all are designed to increase an advertiser's
return on investment, or ROI, over untargeted ads.
[26]
Advertisers may also deliver ads based on a user's suspected geography through
geotargeting. A user's
IP address
communicates some geographic information (at minimum, the user's
country or general region). The geographic information from an IP can be
supplemented and refined with other proxies or information to narrow
the range of possible locations.
[27] For example, with mobile devices,
advertisers can sometimes use a phone's
GPS receiver or the location of nearby mobile towers.
[28] Cookies and other persistent data on a user's machine may provide help narrowing a user's location further.
[27]
Web banner advertising
Web banners or
banner ads typically are graphical ads displayed within a web page. Many banner ads are delivered by a
central ad server.
Banner ads can use
rich media to incorporate video, audio, animations, buttons, forms, or other interactive elements using
Java applets,
HTML5,
Adobe Flash, and other programs.
Frame ad (traditional banner)
Frame ads were the first form of web banners.
[17]
The colloquial usage of "banner ads" often refers to traditional frame
ads. Website publishers incorporate frame ads by setting aside a
particular space on the web page. The
Interactive Advertising Bureau's Ad Unit Guidelines proposes standardized pixel dimensions for ad units.
[citation needed]
Pop-ups/pop-unders
A
pop-up ad is displayed in a new web
browser window that opens above a website visitor's initial browser window.
[29] A
pop-under ad opens a new browser window under a website visitor's initial browser window.
[1]:22
Floating ad
A floating ad, or overlay ad, is a type of rich media advertisement
that appears superimposed over the requested website's content. Floating
ads may disappear or become less obtrusive after a preset time period.
Expanding ad
An expanding ad is a rich media frame ad that changes
dimensions upon
a predefined condition, such as a preset amount of time a visitor
spends on a webpage, the user's click on the ad, or the user's mouse
movement over the ad.
[30] Expanding ads allow advertisers to fit more information into a restricted ad space.
Trick banners
A trick banner is a banner ad where the ad copy imitates some screen
element users commonly encounter, such as an operating system message or
popular application message, to induce ad clicks.
[31] Trick banners typically do not mention the advertiser in the initial ad, and thus they are a form of
bait-and-switch.
[32][33] Trick banners commonly attract a higher-than-average
click-through rate, but tricked users may resent the advertiser for deceiving them.
[34]
Interstitial ads
An interstitial ad displays before a user can access requested
content, sometimes while the user is waiting for the content to load.
[35] Interstitial ads are a form of
interruption marketing.
[36][37]
Text ads
A text ad displays text-based
hyperlinks.
Text-based ads may display separately from a web page's primary
content, or they can be embedded by
hyperlinking individual words or
phrases to advertiser's websites. Text ads may also be delivered through
email marketing or
text message marketing. Text-based ads often render faster than
graphical ads and can be harder for ad-blocking software to block.
[38]
Search Engine Marketing (SEM)
Search Engine Marketing, or SEM, is designed to increase a website's visibility in
search engine results pages (SERPs). Search engines provide sponsored results and organic (non-sponsored) results based on a web searcher's query.
[19]:117
Search
engines often employ visual cues to differentiate sponsored
results from organic results. Search engine marketing includes all of an
advertiser's actions to make a website's listing more prominent for
topical keywords.
Search Engine Optimization (SEO)
Search Engine Optimization,
or SEO, attempts to improve a website's organic search rankings in
SERPs by increasing the website content's relevance to search terms.
Search engines regularly update their algorithms to penalize poor
quality sites that try to game their
rankings, making optimization a
moving target for advertisers.
[39][40][41] Many vendors offer SEO services.
[1]:22
Sponsored search
(also called sponsored links or search ads) allows advertisers to be
included in the sponsored results of a search for selected keywords.
Search ads are often sold via real-time
auctions, where advertisers bid
on keywords.
[19]:118[42] In addition to setting a maximum price per keyword, bids may include time, language,
geographical, and other constraints.
[19]:118 Search engines originally sold listings in order of highest bids.
[19]:119
Modern search engines rank sponsored listings based on a combination of
bid price, expected click-through rate, keyword
relevancy, and site
quality.
[21]
Social media marketing
Social media marketing is commercial promotion conducted through
social media
websites. Many companies promote their products by posting frequent
updates and providing special offers through their social media
profiles.
[43]
Mobile Advertising
Mobile advertising is ad copy delivered through wireless mobile devices such as
smartphones,
feature phones, or tablet computers. Mobile advertising may take the form of static or rich media display ads, SMS (Short Message Service) or
MMS
(Multimedia Messaging Service) ads, mobile search ads, advertising
within mobile websites, or ads within mobile applications or games (such
as interstitial ads, “
advergaming,” or application sponsorship).
[1]:23
Industry groups such
Display advertising
conveys its advertising message visually using text, logos, animations,
videos, photographs, or other graphics. Display advertisers frequently
target users with particular traits to increase the ads' effect.
Online advertisers (typically through their ad servers) often use
cookies,
which are unique identifiers of specific computers, to decide which ads
to serve to a particular consumer. Cookies can track whether a user
left a page without buying anything, so the advertiser can later
retarget the user with ads from the site the user visited.
[24]
As advertisers collect data across multiple external websites about a
user's online activity, they can create a detailed picture of the
user's interests to deliver even more targeted advertising. This
aggregation of data is called
behavioral targeting.
[25] Advertisers can also target their audience by using
contextual and
semantic advertising to deliver display ads related to the content of the web page where the ads appear.
[19]:118 Retargeting, behavioral targeting, and contextual advertising all are designed to increase an advertiser's
return on investment, or ROI, over untargeted ads.
[26]
Advertisers may also deliver ads based on a user's suspected geography through
geotargeting. A user's
IP address
communicates some geographic information (at minimum, the user's
country or general region). The geographic information from an IP can be
supplemented and refined with other proxies or information to narrow
the range of possible locations.
[27] For example, with mobile devices, advertisers can sometimes use a phone's
GPS receiver or the location of nearby mobile towers.
[28] Cookies and other persistent data on a user's machine may provide help narrowing a user's location further.
[27]
Web banner advertising
Web banners or
banner ads typically are graphical ads displayed within a web page. Many banner ads are delivered by a
central ad server.
Banner ads can use
rich media to incorporate video, audio, animations, buttons, forms, or other interactive elements using
Java applets,
HTML5,
Adobe Flash, and other programs.
Frame ad (traditional banner)
Frame ads were the first form of web banners.
[17]
The colloquial usage of "banner ads" often refers to traditional frame
ads. Website publishers incorporate frame ads by setting aside a
particular space on the web page. The
Interactive Advertising Bureau's Ad Unit Guidelines proposes standardized pixel dimensions for ad units.
[citation needed]
Pop-ups/pop-unders
A
pop-up ad is displayed in a new web browser window that opens above a website visitor's initial browser window.
[29] A
pop-under ad opens a new browser window under a website visitor's initial browser window.
[1]:22
Floating ad
A floating ad, or overlay ad, is a type of rich media advertisement
that appears superimposed over the requested website's content. Floating
ads may disappear or become less obtrusive after a preset time period.
Expanding ad
An expanding ad is a rich media frame ad that changes dimensions upon
a predefined condition, such as a preset amount of time a visitor
spends on a webpage, the user's click on the ad, or the user's mouse
movement over the ad.
[30] Expanding ads allow advertisers to fit more information into a restricted ad space.
Trick banners
A trick banner is a banner ad where the ad copy imitates some screen
element users commonly encounter, such as an operating system message or
popular application message, to induce ad clicks.
[31] Trick banners typically do not mention the advertiser in the initial ad, and thus they are a form of
bait-and-switch.
[32][33] Trick banners commonly attract a higher-than-average
click-through rate, but tricked users may resent the advertiser for deceiving them.
[34]
Interstitial ads
An interstitial ad displays before a user can access requested
content, sometimes while the user is waiting for the content to load.
[35] Interstitial ads are a form of
interruption marketing.
[36][37]
Text ads
A text ad displays text-based
hyperlinks.
Text-based ads may display separately from a web page's primary
content, or they can be embedded by hyperlinking individual words or
phrases to advertiser's websites. Text ads may also be delivered through
email marketing or
text message marketing. Text-based ads often render faster than graphical ads and can be harder for ad-blocking software to block.
[38]
Search Engine Marketing (SEM)
Search Engine Marketing, or SEM, is designed to increase a website's visibility in
search engine results pages (SERPs). Search engines provide sponsored results and organic (non-sponsored) results based on a web searcher's query.
[19]:117
Search engines often employ visual cues to differentiate sponsored
results from organic results. Search engine marketing includes all of an
advertiser's actions to make a website's listing more prominent for
topical keywords.
Search Engine Optimization (SEO)
Search Engine Optimization,
or SEO, attempts to improve a website's organic search rankings in
SERPs by increasing the website content's relevance to search terms.
Search engines regularly update their algorithms to penalize poor
quality sites that try to game their rankings, making optimization a
moving target for advertisers.
[39][40][41] Many vendors offer SEO services.
[1]:22
Sponsored search
(also called sponsored links or search ads) allows advertisers to be
included in the sponsored results of a search for selected keywords.
Search ads are often sold via real-time auctions, where advertisers bid
on keywords.
[19]:118[42] In addition to setting a maximum price per keyword, bids may include time, language, geographical, and other constraints.
[19]:118 Search engines originally sold listings in order of highest bids.
[19]:119 Modern search engines rank sponsored listings based on a combination of
bid price, expected click-through rate, keyword relevancy, and site
quality.
[21]
Social media marketing
Social media marketing is commercial promotion conducted through
social media
websites. Many companies promote their products by posting frequent
updates and providing special offers through their social media
profiles.
[43]
Mobile Advertising
Mobile advertising is ad copy delivered through wireless mobile devices such as
smartphones,
feature phones, or tablet computers. Mobile advertising may take the form of static or rich media display ads, SMS (Short Message Service) or
MMS
(Multimedia Messaging Service) ads, mobile search ads, advertising
within mobile websites, or ads within mobile applications or games (such
as interstitial ads, “
advergaming,” or application sponsorship).
[1]:23
Industry groups such as the Mobile Marketing Association have attempted
to standardize mobile ad unit specifications, similar to the IAB's
efforts for general online advertising.
[37]
as the Mobile Marketing Association have attempted
to standardize mobile ad unit specifications, similar to the IAB's
efforts for general online advertising.
[37]
Mobile advertising is growing rapidly for several reasons. There are
more mobile devices in the field, connectivity speeds have improved
(which, among other things, allows for richer media ads to be served
quickly), screen resolutions have advanced, mobile publishers are
becoming more sophisticated about incorporating ads, and consumers are
using
mobile devices more extensively.
[1]:14
The Interactive Advertising Bureau predicts continued growth in mobile
advertising with the adoption of location-based targeting and other
technological features not available or relevant on personal computers.
[1]:14