Banner advertising
Display advertising is advertising on websites. It includes many different formats and contains items such as text, images, flash, video, and audio. The main purpose of display advertising is to deliver general advertisements and brand messages to site visitors.
According to eMarketer, Facebook and Twitter will take 33% of display ad spending market share by 2017. Also, desktop display advertising has eclipsed search ad buying in 2014, with mobile ad spending to overtake display in 2015.
Display advertising is an online form of advertising that the company's promotional messages appear on third party sites or search engine results pages such as publishers or social networks. The main purpose of display advertising is to support a brand awareness (Robinson et al., 2007). and it also helps to increase a purchase intention of consumers.
Nowadays, social media has been used in many organizations, in particular, ASOS is an online clothing retailer has used social media in its campaign in term of advertising and promoting its products. In 2014, ASOS and Nike cooperated with Google Hangout to create the first shoppable video web chat on Google+. The video is an example of display advertising used for celebrating 27 years of Nike’s Air Max trainers. The video advertising aimed at creating brand awareness among users and convincing them to watch the Hangout and purchase products from the display advertising itself. Consumers were able to shop directly from the display advertising. According to ASOS plc statement, display advertising has contributed to the increasing number of users visiting to the website and the rising of downloading ASOS application by 28 per cent of online users. Additionally, the users have visited the website eight times a month on average .
Since the early 1990s, the advent of the Internet has completely changed the way people relate to advertisements. As computers prices decreased, online content became accessible to a large portion of the world's population. This change has modified the way people are exposed to media and advertising and has led to the creation of online channels through which advertisements can reach users.
The first type of relationship between a website and an advertiser was a straightforward, direct partnership. This partnership model implies that the advertiser promoting a product or service pays the website (also known as a publisher) directly for a certain amount of ad impressions. As time went on, publishers began creating thousands of websites, leading to millions of pages with unsold ad space. This gave rise to a new set of companies called Ad Networks. The ad network acted as a broker, buying unsold ad space from multiple publishers and packaged them into audiences to be sold to advertisers. This second wave of advertiser-publisher relationships rapidly gained popularity as it was convenient and useful for buyers who often found themselves paying a lower price yet receiving enhanced targeting capabilities through ad networks.
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