Channels & Placement
WHAT ARE THE DIFFERENT DIGITAL CHANNELS?
Digital inventory is the space a publisher makes available for advertisements on its platform and/or properties. Digital advertisers can purchase inventory across a range of channels:
This is a form of display advertising that features graphic animation or video footage, and is typically displayed before, during, or after a user views online video content. The ad units used in this instance are pre-roll, mid-roll, and post-roll which are similar to the traditional spot ads you see on TV, yet they are typically shorter in length. Advertisers will often look to develop a cross-channel strategy that incorporates a variety of delivery methods to engage users at all stages of the discovery process and across all devices.
Email marketing is a powerful way to communicate directly with your audience and provides easy to access performance metrics like open rates and click though rates, as well as, a chance to deliver personalized messages that include the recipients information within the body of the email. Because of its simplicity and ability to communicate directly with audiences, email marketing tends to be the first internet marketing tactic used by advertisers; however, it works best when it is part of a wider strategy that includes with other tactics including online marketing via websites, social media, blogs, etc.
HOW SEARCH DIFFERS FROM DISPLAY, SOCIAL, MOBILE, AND VIDEO
Search differs from all other channels in the audience's intent and the way they discover the ad.
Display, mobile, video, and social ads are presented to anyone within a targeted demographic or visiting a particular site. When someone comes across a search ad, it means they have triggered the advertisement by searching for a related term. So, a search ad is dependent on the user's search/browsing history and intention.
Most publisher inventory can be categorized as either premium or remnant.
Premium inventory is the most visible space a publisher has to offer, and therefore the most desired. Traditional print advertising terms such as “above the fold” (considered premium) now also apply to websites. Most video and mobile inventory is considered premium. However, what is considered premium inventory often differs depending on the intent of the campaign and type of purchasing involved.
Remnant inventory is the space considered less desirable, often “below the fold” and/or sold as run-of-site (rather than as a specified placement), normally used to bulk up campaign impressions once the budget for premium inventory has been decided upon.
Inventory is also categorized as guaranteed or non-guaranteed.
Guaranteed inventory ensures that an ad will be delivered to the number of purchased impressions. Guaranteed inventory can be purchased through an RFP (request for proposal), or can be purchased at a fixed price with just a few clicks. (Until very recently, submitting an RFP was the only option). The latter option, known as “programmatic direct” or “automated guaranteed,” is a faster way to purchase and repurchase premium inventory.
Non-guaranteed inventory refers to the space a publisher offers with no guaranteed number of impressions. This can occur when a publisher does not reach the number of impressions planned within a specific range of dates matching a marketer's target criteria. Non-guaranteed inventory often includes remnant inventory purchased through RTB (real-time bidding) and inventory available via programmatic purchasing.
Digital ads aren't like magazine or traditional TV ads in that there is a plethora of targeting options – from targeting devices to reaching specific people. In this section, you’ll learn about different types of targeting, technology used for targeting, and how to target more effectively.
The ultimate goal for marketers is to connect with their audience. The process of making that connection requires working through a web of relationships. In this section, we will review the players you will encounter when navigating this space.