Display advertising IT services xmediasolutions

display advertising is graphic advertising on Internet websites, apps or social media through banners or other advertising formats made of text, images, flash, video, and audio.[1] 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 percent of display ad spending market share by 2017.[3] Google's display campaigns reach 80 percent of global internet users.[4] Desktop display advertising eclipsed search ad buying in 2014, with mobile ad spending overtaking display in 2015.

display advertising is an online form of advertising in which the company's promotional messages appear on third-party sites or search engine results pages such as publishers or social networks. There is evidence showing that this advertising can increase the number of website page view of a company from most types of customers except from the non-authenticated visitors who visited the website before.[6] The main purpose of display advertising is to support brand awareness (Robinson et al., 2007)[7] and it also helps to increase the purchase intention of consumers.

Social media is used by many organizations. One example is, in 2014, ASOS and Nike collaborated with Google Hangouts to create the first shoppable video web chat[8] on Google+. The video is an example of display advertising used for commemorating 27 years of Nike's Air Max shoes. 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 by clicking the display advertising. According to an ASOS statement, display advertising has contributed to an increase in both the number of users visiting its website and downloads of the ASOS App by 28 percent, with users having then visited the website eight times a month, on average.

Since the early advent of technology, the Internet has completely changed the way people relate to advertisements. As computer prices decreased, online content became accessible to a large portion of the world's population.[10] 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.[11]

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.[12] 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.