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John Danenbarger
Introduction
Display advertizing is an online form of advertizing similar to billboards, television ads and print ads.
The ad has a simple concept and instantly provides the viewer with upfront information about the product or service. A display ad is embedded into a web page and consists of images and text. It can include sounds, animation or video to attract more attention, or with the help of some programming, can be highly interactive. HTML code is used to instruct a web server to load the specified website when the display ad is clicked on. Revenue for display advertizing is usually earned on a cost per click (CPC) basis.
The main aim of a display advertisement is to target traffic to the website that is publishing the ad. Like all other forms of advertizing, it also aims at sales of the advertised product or services and creating brand recognition and awareness.
Display advertizing has only been around for the past 15 years. The first ever display ad was sold in 1993 by Global Network Navigator (GNN), which now holds the title for the first commercial website in history. But HotWired, the world’s first commercial magazine, changed history by being the first to sell a large amount of display ads to various corporate companies. In 1994, HotWired placed the first display ad on its website. The ad was purchased by AT&T and was 468 x 60 pixels in size. It read, “Have you ever clicked your mouse right here? You will”.
Since then, display advertizing has come a long way. Up until 2004, display ads were measured and sold solely on the number of impressions, but today it also relies on tracking, the amount of clicks received and conversions made.
Monday I will talk about why you should use Display Advertizing.
Copyright © 2011 by Research and Management. All rights reserved.
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