MODULE 4 WORKSHEET
Digital Display Advertising
Task
Hopefully you took in as much of the information in this module as possible. To find out how well you have done, complete the following worksheet.
Timing We recommend that you allocate at least 30 minutes to this worksheet.
Marking At the end of the worksheet is a convenient answers/feedback and advice section to allow you to see how well you have done.
You are not required to return this worksheet
Page 1 of 7 Activity 1 10 Minutes
Explain exactly what digital display advertising is.
Write or type your answer here
Page 2 of 7 Activity 2 10 Minutes
Describe the benefits of using DDA.
Write or type your answer here
Page 3 of 7 Activity 3 10 Minutes
What is the greatest challenge of DDA?
Write or type your answer here
Page 4 of 7 Answers / Feedback Use this section to check your answers and see how well you have done You are not required to return this worksheet
Activity 1
Digital display advertising (DDA) is a form of marketing that takes place within a website. It is for this reason that it is also sometimes referred to as online display advertising. DDA is like traditional forms of advertising, as it consists text, audio, or other visual mediums, including images and video. One way to think of DDA is as a digital or online billboard.
There are two varieties of digital advertising: native and display. A native advertisement is considered to blend in with the content of the website and usually appears to be viewed as authentic and more trustworthy. Display advertisements, on the other hand, are defined as any ad found within a website that is obviously a means of promotion. They are also commonly referred to as banner advertisements, because they are frequently found in the form of a banner. However, display ads can also come in the form of a video or audio clip.
Page 5 of 67 Activity 2
DDA can offer a wide variety of advantages to a company that chooses to engage in this type of advertising.
First, DDA campaigns come with a lot of flexibility. With so many different formats, sizes and styles, a business or advertiser can try any number of options to find the best one. And, being as it's generally not overly expensive to advertise in this fashion, there is a smaller financial burden on a company should the campaign be unsuccessful.
DDA is also a beneficial marketing strategy for a business, because these types of advertising tend to have a wider reach. This means that DDA campaigns can be designed to target a local demographic, or a more globalized one. The only thing that changes between the two audiences is the location itself. Pending the demographic is the same and the context is easily translatable, there would be little to no need for an advertiser to tweak the campaign for it to be more widely marketable. This would lead to a more transferable ad, which is likely to gain higher traffic outcomes.
The final advantage of using DDA is that these campaigns are easy to measure. The success of a campaign can effortlessly be measured through the analytics of click activity and conversions that the ad has generated in real-time. This data also provides further information about the users that do opt to select an ad, which can be used in future initiatives.
Page 6 of 7 Activity 3
DDA is a highly visual method of gaining traffic which, hopefully, leads converting users into customers. These campaigns often include details, such as catchy colors, slogans, and some form of media. Examples of these types of media include audio, video, and images and photography, as had been previously indicated. But, for as visually stimulating as these advertisements may be, they are often just as easy to ignore. On average, the click rate, or conversion, of DDA advertisements is less than 1%, meaning there is a lot of effort required to implement these strategies, without a high degree of return. This emphasizes the need for a company or advertiser to get it right. However, even when they do, ad blockers make it possible for a user to ignore the DDA.
Summary
It is now time to move on to the next module.
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