The document provides an overview of different types of digital advertising, including digital display advertising, native advertising, digital out-of-home advertising, and programmatic advertising. It then analyzes case studies from Apple, Airbnb, and Coca-Cola to illustrate best practices in digital advertising strategies. Key takeaways are that digital advertising is critical for modern marketing, each format has unique strengths, and effective ads provide clear value, engage audiences visually and with calls to action, and are optimized for mobile experiences.

1. Digital Advertising
Presentation

2. Agenda
Digital Display Advertising
Native Advertising
Digital Out-of-Home Advertising
Programmatic Advertising
Comparative Analysis

3. Digital Advertising
Definition of Digital Advertising: Digital advertising refers to the use of internet-based
platforms and technologies to deliver marketing messages to a targeted audience. It
encompasses various formats, including display ads, video ads, social media ads, and more.
Importance of Online Advertising: In today's digital age, online advertising is a crucial
component of marketing and communication strategies. It offers a wide reach, precise
targeting, and the ability to measure and optimize campaigns in real-time.
Objectives of this Session: The main goal of this session is to provide you with an in-depth
understanding of digital advertising and its various components, including digital display,
native advertising, digital out-of-home, and programmatic advertising.

4. Digital Display Advertising
What is Digital Display Advertising? Digital display advertising involves the use of
graphical ads (banners, images, videos) on websites, apps, and social media platforms to
promote products, services, or content. It's an effective way to increase brand visibility.
Types of Display Ads: Banner ads are static or animated images displayed on websites,
while video and rich media ads are more interactive and engaging. Each format has its
unique use cases.
Benefits and Challenges: Digital display ads offer wide exposure to online audiences, but
challenges include ad blindness and ad-blocking. Creativity is essential to stand out.
Creative Best Practices: Effective digital display ads utilize eye-catching visuals, clear
messaging, and a strong call to action (CTA) to encourage clicks and conversions.

5. Native Advertising
Understanding Native Ads: Native advertising seamlessly blends into the content of a
platform, making it less intrusive and more engaging for the audience. It matches the look
and feel of the surrounding content.
Examples of Native Advertising: Sponsored articles, promoted social media posts, and in-
feed ads are common examples of native advertising. They are designed to provide value
to the audience while subtly promoting a brand.
Integration into Content: Native ads succeed by aligning with the interests and context of
the platform or publication, ensuring they fit naturally within the user experience.
Effectiveness and Engagement: Studies show that native ads often result in higher
engagement and click-through rates compared to traditional display ads.

7. Digital Out-Of-Home Advertising
Introduction to DOOH: Digital Out-of-Home advertising utilizes digital screens in physical
locations, such as billboards, transit hubs, and digital kiosks, to display advertising content.
Advantages of Out-of-Home Advertising: DOOH provides a vast, real-world audience and
the ability to update content in real-time. It can be interactive and location-aware.
Interactive DOOH: Interactive digital billboards allow for engagement, such as games or
social media integrations, making the ads more memorable and shareable.

8. Programmatic Advertising
What is Programmatic Advertising? Programmatic advertising is an automated, data-
driven approach to buying and placing ads. It uses algorithms to target audiences and
optimize campaigns in real-time.
Real-Time Bidding: Programmatic advertising often involves real-time bidding (RTB),
where ad space is auctioned in milliseconds to the highest bidder, ensuring cost-efficiency.
Targeting and Personalization: Programmatic allows for precise targeting based on
demographics, behavior, and interests. It personalizes ads to individual users.
Automation in Ad Buying: Automation streamlines the ad buying process, reducing
manual effort and increasing efficiency.

9. Comparative Analysis
Performance Metrics: You would key performance indicators (KPIs) for various advertising
formats, such as click-through rates (CTR), conversion rates, and return on ad spend
(ROAS).
Targeting Capabilities: There are different advertising formats enable targeting options,
from broad demographics to hyper-local targeting.
ROI Comparison: Illustrating the return on investment (ROI) for each format, showcasing
which one performs best under different circumstances.

10. Case Studies
Apple's "Shot on iPhone" Campaign: Apple's user-generated "Shot on iPhone" campaign
leveraged user content, showcasing the quality of iPhone camera photos and videos. The
strategy was to engage customers in content creation, resulting in a strong emotional
connection between the brand and its users.
Airbnb's "Live There" Campaign: Airbnb's "Live There" campaign emphasized
experiencing destinations like a local. They used native advertising on travel websites
and apps, offering a personalized, engaging, and non-intrusive way to promote their
services.
Coca-Cola's "Share a Coke" Campaign: Coca-Cola's "Share a Coke" campaign
personalized their product by featuring individual names on bottles. This approach
encouraged social sharing and user-generated content, increasing brand engagement
and sales.

11. Their Strategies
Apple's Strategy: Apple harnessed the power of user-generated content to create a
genuine, emotional connection with their users. The campaign resulted in increased brand
loyalty and viral marketing, as users shared their photos and videos widely.
Airbnb's Strategy: Airbnb used native advertising to provide valuable travel content and
subtly promote their service, resulting in increased bookings and user trust. The strategy
aligned with their "live like a local" ethos.
Coca-Cola's Strategy: By personalizing their product, Coca-Cola increased consumer
engagement, encouraged social sharing, and ultimately saw a boost in sales and brand
visibility.

12. Best Practices
Clear Value Proposition: Clearly communicate the value of your product or service in your
ad. What problem does it solve for the audience?
Compelling Visuals: Use high-quality, eye-catching visuals that align with your brand and
message.
Strong Call to Action (CTA): Encourage users to take action with a clear, concise CTA. For
example, "Buy Now," "Learn More," or "Sign Up."
Mobile Optimization: Ensure that your ads are mobile-friendly as a significant portion of
internet traffic comes from mobile devices.

13. Best Practices
Design: Ensure your ad design is visually appealing and consistent with your brand.
Consider ad formats, color schemes, and typography.
Copy: Write concise and compelling ad copy that resonates with your target audience.
Highlight the benefits of your product or service.
Landing Page Optimization: Ensure that the landing page users reach after clicking the
ad is relevant and provides a seamless transition from the ad. It should load quickly and be
mobile-responsive.
A/B testing: Involves comparing two versions of an ad (A and B) to see which performs
better. Test different elements, such as headlines, images, CTAs, and ad placement to
optimize your campaign for the best results.

14. Key Takeaways
Digital advertising is a critical component of modern marketing and communication
strategies.
It includes various formats like digital display, native advertising, digital out-of-home, and
programmatic advertising.
Each format has unique strengths and benefits.
Effective digital advertising involves clear value propositions, compelling visuals, strong
CTAs, and mobile optimization.
A/B testing is a valuable tool for optimizing ad campaigns.

15. Thank You