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Display Advertising. Then and Now.


Initial arrangements for digital advertising were very conventional. Advertisers used to approach to publishers that hosted certain genre of content. Arrangements were made based on the number of times advertising would be shown to the target users. And building hopes that the target audience of the publisher would be converted with sales transactions after they were shown advertising pertaining to the product and services and consumed the campaign messages. This is too much like the 1990s.


Remember those days you kept seeing sports apparels ads only (or mostly) when you were visiting sports sites? No doubt that was a logical move. One that is interested in sports would visit a sports website and he would be a good target. But what if one has just visited an automobile website and then visited the sports website? If that is the case why to limit the campaigns to sports-related ones only? This question gets us to travel in time from the 1990s to 2010s.


We leave traces behind us when surfing the net. Although the information is most of the time not personally identifiable and in fact very limited most of the time, consented advertising still allows tracking of the users until a certain extent.

Like the above example, if you have visited an automobile website, not only this information is carried with your journey along the way, but it gets enhanced with each site you visit. Automobile website, sports website and then a news website, travel website and finally a video streaming website. Imagine that all these are happening after 9 pm. Take away is, presumably this is an adult who is at home and enjoying surfing the net and consuming information, looking for travel plans and entertainment for his family.


As new information gets appended, the profile gets richer and richer and the user gets more desirable for targeting. Furthermore, nothing stops targeting this user across each of these sites, beyond extended networks or even in other gadgets like a desktop, laptop, tablet or mobile devices. Responses, frequencies of displays are all recorded and pushing the same message via the same creative will diminish after meeting the bliss point. The user should not be forced any further and creatives and advertising messages should be replaced to maintain its attractiveness.


Display advertising is no longer only an "impression delivery" or click-thru-rate (CTR) game. It maintains its power and indeed gets more powerful every day with the introduction of new websites, new publishers, new networks and new advertising opportunities.


Osprey Media Lab follows closely the technological enhancements in digital advertising and allocates dedicated resources to its clients for the success of their campaigns. To tap into Osprey Media Lab's experience and expertise to boost your campaign efficiencies, exploit the full potential of digital advertising and enjoy the great operations, contact us now.



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