Display & Retargeting IS3150 PDF

Display & Retargeting IS3150 AY 24/25 Sem 1 Professor (Adj) Lai Kok Fung Learning Outcome Search vs Display Ads Search Ad Display Ad On Google search results page On “Publishers” (Web or APP) 3 Search, Social, Display: Market Size...

Display & Retargeting IS3150 AY 24/25 Sem 1 Professor (Adj) Lai Kok Fung Learning Outcome Search vs Display Ads Search Ad Display Ad On Google search results page On “Publishers” (Web or APP) 3 Search, Social, Display: Market Size * banner+video here include social media advertising 4 Source: Reputiva Display Advertising Banner + Video 5  Banner Display: Banner Pop-Up Interstitial 6 Display: Video 7 Search vs Display Search Drive direct conversions Capture high-intent buyers Provide on-the-spot solutions to immediate needs 8 Search vs Display Display Build brand affinity Expand top-of-funnel prospect pools Increase conversions and click- throughs indirectly 9  Display ads are shown based on Search ↔ Intent, Relevant content on the page Context of use Display ↔ Context Viewer’s interests or profiles à Right message, place, time, person. 10 Traditional Display Ads Limited number of large media outlets Ad placement can be negotiated individually 11  Digital Display Millions of small website. Price negotiation and ad placement become a challenge. 12 Ad Network Margin ~ 40% Aggregate demand from advertisers and distribute to publishers 13  The Evolution of Display Advertising This was how display By 2017, the digital ecosystem advertising landscape looked has developed from direct buying like in 2012 and selling into an increasingly complex environment with data https://www.youtube.com/watch?v=1C0n_ now powering real time bidding 9DOlwE and selling. https://www.youtube.com/watch?v=efHVOWc NJZo 14  By 2022, Programmatic accounted for 90% of display advertising dollars Source: eMarketer Digital ad ecosystem becomes more complex Ad exchanges are dominated by a handful of large companies 16  Display Ads: Google Advertisers Publishers in Adsense program Social Display Ads: Facebook Third Party Apps + Large Websites  Aggregation = Scale Advertisers – efficiently market to a large pool of audience Margin ~ 40% Publishers – get earnings from otherwise inaccessible advertising dollars Other Ad Networks & Specialized Aggregators: Aggregators Unity Games Development Platform à Ads Only 3% of gamers pay for Retargeting games. Small developers Mainly eCommerce rely on Ads Google Video Ad (appear on YouTube) Select Video Budget, Country, Language Audience Content Types, i.e., video categories 20 Google Performance Max Introduced recently Merge Search, Display and Video into 1 single campaign 21  Main Considerations: Display Ad & 1. 2. Budget, Country, Language Audience YouTube Tutorials 3. Placement 4. Visuals and copies 22  Interacted digitally with you Retargeting 23 Why Retarget? Bring potential customers who have dropped out from purchase journey, back to the funnel. It is often more profitable to re- market to potential customers who have already signaled intent, compared to targeting fresh prospects 24  Retargeting: Basics Ad platforms employ third-party cookies on a big scale 25 Retargeting: Steps Set up Google Analytics and/or Facebook Pixel* on your web site Tag *no tagging required if you are retargeting social media users on the same social media platform, eg. re-target engaged users on the same FB Page Audience Create or import Audience (eg. visitors, engaged) into ad platform *Some audience are imported automatically once you link GA4 with Google Ads Target Create ad campaigns to target specific Audience. 26 Retargeting: Google 1. Set up on your website 2. Set up Audience 27 Retargeting: Google (Cont) 3. Target the audience previously set up for ad campaigns Google Retargeting Prospects visit your Site (perhaps via Retargeted ads on Adwords) GDN 28 Retargeting: Facebook 2. Create Audience 1. Set up on your website 29  Retargeting: Facebook (Cont) 3. Target audience on ad campaigns Prospects interact with Retargeted ads your sites, posts, videos, shown on events … Facebook Tracking via Targeting via Facebook Pixel “Audience” 30  Related Example: Abandoned Cart for E- Commerce 31 Criteo Major adtech company outside Google/Facebook https://www.criteo.com/ Main customer vertical: eCommerce Steps Set up Criteo Tag on your site Create Audience/Ads on Criteo Platform 32  Because of privacy concerns, there have been plans to phase out third party cookies. Retargeting vs Privacy This will have big impact on digital advertising landscape. Many companies will be impacted negatively. A handful will benefit. There have been many announcements and revisions. The situation is still evolving. 33 May 2023: Google will disable third-party cookies for 1% of Chrome users in Q1-2024 (source) Source: Econsultancy 34  Retargeting vs Privacy Facebook vs Apple 35 Retarget vs Expand: Expanding your seed audience to “lookalikes” Google: Optimized Targeting (default: on) Lookalikes Facebook : Lookalike Audience 36 Expand core audience to scale your business Google: Optimized Targeting Facebook: Lookalike Audience 37