The creative department
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Display advertising is advertising on websites or apps or social media through banners or other ad formats made of text, images, flash, video, and audio. The main purpose of display advertising is to deliver general advertisements and brand messages to site visitors. 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. Nowadays, social media has been used in many organizations, in particular, ASOS is an online clothing retailer has used social media in its campaign in term of advertising and promoting its products. Since the early advent of technology, the Internet has completely changed the way people relate to advertisements. As computers prices decreased, online content became accessible to a large portion of the world’s population.
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. The first type of relationship between a website and an advertiser was a straightforward, direct partnership. As time went on, publishers began creating thousands of websites, leading to millions of pages with unsold ad space. Also referred to as programmatic bidding, RTB allowed companies representing buyers and sellers to bid on the price to show an ad to a user every time a banner ad is loading.
The birthday of the first banner display on the World Wide Web was on 27 October 1994. The COCONET online service had graphical online banner ads starting in 1988 in San Diego, California. The PRODIGY service, launched also in 1988, had banner ads as well. Two students of the «Amsterdam school the creative department Communication Research ASCor» have run studies about the audience reactions to different display advertising formats. Sponsorship: including a logo or adding a brand to the design of a website. To help to better select the right format for the type of ad, Interactive Advertising Bureau has realized a Display Standard Ad Unit Portfolio that works as a guideline that can be followed by the creatives.
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The accounts department meet with the client to define campaign goals and translate those goals into a creative brief to be forwarded to the creative department. The role of the creatives is to give a shape to an ad. They have to find the idea and the most efficient way to push the customer to buy a product or a service. Imagination and innovation are required to develop and to present an advertisement. People have to test in which way the user experiences all the information of a data visualization. For this reason, they have to study the users’ response to sounds, image, and motion.
They have to be aware of everything that is digitally consumed, to know all the newest technologies and media solutions, and to help all the other departments to find the best way to reach the object’s campaign. It is basically a service or technology for a company that takes care of all the ad campaign programs and by receiving the ad files it is able to allocate them in different websites. In this way, it is possible to open the ad in every moment and make changes of frequency for example, at all times. It has become a threat to website operators and generally the cost paid for advertising in this way is less than the old method and so the earning potential for them is reduced. Programmatic is not without its drawbacks however as without the appropriate management adverts can appear against unsavoury content or inappropriate news topics. Share of US Digital Display Market by 2017″.
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