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# Digital advertising

Figure 9 Interactive digital advertising allows consumers to engage and make purchases in an instant

A simple definition of digital advertising is:

> A message of persuasion (regarding products, services, and ideas) that interacts with consumers through digital media

(Lee and Cho, 2020, p. 335)

One of the most common forms of digital advertising is called display advertising. This involves an advertiser paying for an advertising placement on third-party sites, such as other organisations’ websites or social networks (Chaffey and Ellis-Chadwick, 2019). For example, if you click on news sites, you will normally see several advertisements displayed.

Online display advertising aims to get target customers to act by clicking on the advert, which will then normally take them to the organisation’s website (Chaffey and Ellis-Chadwick, 2019). Popular types of display adverts include banner adverts that run like a banner across a website or a video (say on YouTube) and pop-up adverts, which appear while a user is looking at information contained on a webpage.

In many respects, online display advertising is similar to advertising in print newspapers or on television, and similar considerations go into developing such adverts.

Uses of digital advertising

Like other forms of advertising, online advertising can serve different purposes. These purposes are not mutually exclusive, and a well designed and placed advert can achieve several simultaneously (Chaffey and Ellis-Chadwick, 2019).

Delivering content

Digital adverts sometimes channel users to a destination site that gives more detailed information on an offering. Often, these links seek a direct response from the consumer (e.g. requesting a quote, signing a petition). For example, the John Lewis 2020 Christmas advert appeared in many John Lewis social media posts during the run-up to Christmas. If viewers clicked on the link, it took them to the John Lewis website, where more information on John Lewis products awaited.

Facilitating transactions

Click-throughs that lead to a merchant page, such as a travel site or an online bookshop, may directly lead to a sale. For example, if potential customers click on a booking.com advert, say, on YouTube, this will take them through to the booking.com website where they can make a booking.

Shaping attitudes

An advert may aim to build positive associations with a brand or a cause. For example, during the Covid-19 pandemic, many governments placed digital adverts in multiple media to encourage people to conform to social distancing and hygiene rules.

Soliciting response

An advert may seek to identify new leads or start two-way communication. An interactive advert may ask a user to type in an email address or other information. For example, if you clicked through to the website of the UK’s National Society for the Prevention of Cruelty to Children (NSPCC) in late 2020, the first thing you would see was an invitation to enter your details to ‘receive a letter from Santa’ and make a donation.

Encouraging retention

Digital adverts can be placed as a reminder about the organisation and what it offers. For example, it could link through to on-site sales promotions, such as a prize draw.

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OpenLearn - Marketing communications in the digital age
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