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The beginning of display advertising – following the timeline from 1704-1990.The impact of first newspaper advertisement on society- supervening social necessity drove advertisements, motivations for advertisers as well as publishers, growth of consumerism due to display advertising. Impact on display due to the evolution of radio and television. Why display did not die?
The Internet Age: Rise of the internet, easier and quicker to find information, adoption pattern, the potential that advertisers saw, the cost factor, impact on display advertising after the rise of the internet, Impact on society and the identification of the need to move online, evolution and growth of search advertising, banner ads and finally the display ads.The New Serving TechnologyAdvertiser motivationsPublisher MotivationsImpact on the Consumer
The Present Scenario: Fragmented publisher, audience targeting, various cost factors in purchasing an impression, the changing scenario, motivations to use display ads by advertisers and publishers and society’s current reaction to display advertising, the current state of traditional display advertising.
A very fragmented industry will become less fragmented. Three main segments: 1. Advertisers 2.Trading Desks with DSP 3.The Networks 4.PublishersThe future: What the past and present tells us about the future, decreasing fragmentation, changing motivation to invest in display ads, mergers and acquisitions of various firms will lead to a strong industry. Impact of society on this change and the impact of display advertising on society.
5 future predictions1. Video Advertising will take over half of all advertising space with a Cost-Per-View Model2. Advertising will go Social – Ability to comment, share and give feedback on an ad.3. RTB will be the most important format to trade display ads.4.Mobile will be the most popular screen for engagement.5.There will be new measures to measure the success of a display campaign –egagement rate, sentiment based on tone change across the internet due to advertising etc.As of 2010, display advertising is a 20 Billion dollar industry in the next 3 years it is set to become worth over $50 B.
Evolution and Future of Online Display Advertising
Spring 2011<br />Display advertising: newspapers to interactive<br />
Credits<br />NavniGarg, University of Washington (@navnigarg)<br />Creative Commons License – Attribution /Non-Commercial<br />Images:<br />The Evolution of NewspaperAdvertising. By Twam. Retrieved from http://www.flickr.com/photos/twm_news/5157409933/<br />The Present: DispayAdvertisingEcosystem: Retrieved from http://www.adexchanger.com/wp-content/uploads/2010/09/LUMA-Display-Ad-Tech-Landscape-for-AdExchanger.jpg<br />WhatdoesitMean: By QuoinMonkey. Retrieved from http://www.flickr.com/photos/7576586@N04/4145419287/<br />References:<br />Adage.com (1999), Advertising History Timeline. Retrieved from http://adage.com/century/timeline/<br />Molton J., (Winter 2010) Costly Mistakes. American Journalism Review, Vol. 32 Issue 4, p64-64, 1p. Retrieved from EBESCO, University of Washington<br />Sivulka J. (2011) Soap, Sex, and Cigarettes: A Cultural History of American Advertising, Boston MA: Wadsworth Cengage Learning <br /> <br />