This presentation covers the topic 'Digital Advertising' - a brief introduction, advantages and challenges facing it and throws light on the next in thing in digital advertising, that is mobile advertising. The presentation ends with some brief coverage on all the formats under mobile advertising.

1. DIGITAL ADVERTISING
AND THE WAY
FORWARD.

2. What is Digital Advertising?
Digital advertising, in simple words, can be explained as an advertising format
where the ads are delivered to consumers through online mediums by
leveraging internet technologies.
The mediums may include
•
Email
•
Social media websites
•
Online advertising on search engines
•
Mobile ads
•
Ads on websites and more.

3. Benefits of Digital Advertising
Provides a wide pool of audience thus immensely increasing the number of
people an advertiser can reach and in turn making it cost effective.
The ability to precisely target your audience based on various factors
which may include demographics, psychographics, behavioural targeting
et al.

4. Challenges facing Digital Advertising
This is an age of digital ad bombardment, the biggest challenge facing
an advertiser is his ability to stand out in order to get them eye balls
on his/her ad
Lastly, considering the humongous amount of information a
consumer is exposed to in a single day, fighting for retention becomes
the next biggest challenge.

5. The way forward – Mobile Advertising
Mobile is the fastest growing
digital ad format of all time.
The combination of interactive
ad executions, pocket-sized
screens and engaged audiences
has provided more than
enough evidence to advertisers
that mobile advertising should
no longer be perceived as
additive, but as a key
component of any overarching
brand strategy.

6. Mobile ads – The Different Formats
Banner Ads
Rich-MediaVideo Interstitials Native

7. Banner Ads
The banner ad uses an unobtrusive
“banner” at the top or bottom of the
screen which features relevant text and
graphics.
Banner ads rely heavily on brand
recognition, with little space to provide
detailed information. Its a simple and safe
way for a brand to get their name and
product viewed by as many people as
possible.

8. Video Ads
Video ads are simple in their concept yet
complex in their execution. They are
literally videos that play either while a user
opens or interacts with a mobile
application. They require a substantial
budget, but offer a high level of user
engagement.

9. Interstitials
Interstitial ads are interactive ads that
display across the entire screen, often while
an app is loading or after an app is closed.
Interstitials offer users a chance to partake
in high-level engagement with an
advertisement’s product, often featuring
compelling and creative call-to-actions.

10. Rich-media Ads
Interactive, highly dynamic ads that are
limited only by the advertiser’s creativity
(and budget). Rich media ads specialize in
creatively engaging with users to generate
high CTR and conversions.

11. Native Ads
Native ads are ads that don’t really look
like ads. Rather than present a banner with
relevant information, native ads attempt to
seamlessly integrate with the publisher’s
app. The ad format mimics that of the
original app format for optimal user
experience.