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Running head: A COMPREHENSIVE EXAMINATION OF ONLINE ADVERTISING. 1

Koloto Aggrey Daka

Module 5 Assignment A Comprehensive Examination of Online Advertising MBS 6061: E-Business Strategy

May 2021 Graduate School of Business The University of Zambia

Dr. Marcus Ellison Date of Submission: 20th June 2021

A COMPREHENSIVE EXAMINATION OF ONLINE ADVERTISING

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Introduction The major goal of this paper is to offer an in-depth review of a research on electronic advertising that was done and published by the author's colleagues. "Better Brand Engagements with Display Formats," which was released in February 2012. The study under evaluation was written to provide a comprehensive examination of the impact various display formats have on the efficacy of advertising and how they affect consumers' perceptions of brands. To begin, the author of the study paper says that the creative possibilities of digital advertising continue to increase each year, and that marketers now have a greater chance than ever to establish their brands through digital advertising. Additionally, the author believes that while ads are doing well now, greater advantages may be realized via increased investment in innovation. The authors of the report under review conducted the study with the goal of assisting advertisers and agencies in making more informed creative decisions about digital advertising by arming them with information as to which advertisement formats to use to achieve specific branding objectives as well as a better awareness of the consequences on brand results of showing more advertisements to the same audience [ CITATION Dou21 \l 1033 ].

The Impact of Display Format on Advertising Efficiency A display advertisement, which is sometimes referred to as banner advertising, is the box or 'banner' on a website that stands out from the rest of the site and seems to be an advertisement. For instance, it frequently includes a product picture, a logo, and a call to action (CTA). Display advertising and marketing can take the form of static pictures and animations, as well as films

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and interactive apps. However, one thing stays constant: when a viewer clicks on them, they redirect to a company's website or a specialized landing page [ CITATION Ban18 \l 1033 ]. The authors claim that in order for brand building to thrive in the digital age, advertisers must have strong creatives capable of winning hearts and minds. This, they think, plays on reputation, passions, affiliation, attachment, sentiments, and other emotions. While brand building is not as quantifiable as driving click - through rates, it does have quantifiable components. Each brand has business objectives, objectives that eventually inspire individuals to act in one or more ways that benefit the brand. These objectives are depicted as a consumer journey through the buying funnel, from awareness to action. The authors demonstrate in their conclusion that advertisers are driving brand results through display advertising. According to Bruce (2018), animated formats outperform static formats in the majority of situations. His study demonstrates that animated formats can increase engagement by increasing memory, capturing user attention, and engendering favourable feelings toward the advertised brand. Static forms, on the other hand, can be useful for price advertising and retargeting. Most intriguingly, it was discovered that retargeted advertising is effective only when they include a discount [ CITATION Bru18 \l 1033 ]. The Effect of the Display Format on the Customer's Perception David Ogilvy, the “Father of Advertising,” defined brand as “the intangible sum of a product’s attributes.”[ CITATION Llo19 \l 1033 ]. Renvoise, (2018) defines a brand as, “An associative memory in the brain of the consumer, who connects –or associate– the brand with a set of brand attributes, benefits, impressions or emotions.” In the study under review, the writers discuss the amount to which each advertisement style, on average, aids in the achievement of a campaign's branding objectives. Additionally, the

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authors note that Brand Favourability enables advertisers to determine the degree to which respondents have a favourable perception of the brand as a whole. According to study findings summarized in the research report, Rich Media with video units had the greatest influence on Brand Favourability following a single exposure. The addition of video to rich media increased viewer favourability by one percentage point compared to the control. Conclusion Advertisers develop advertising campaigns that include display advertisements in a variety of creative styles. Using product-based communications or pricing incentives, they may reach and re-engage with customers several times. Alternatively, they may employ static forms such as GIF or JPG, simple Flash formats with animation but no interactivity, or rich-media formats that combine interactivity and animation while staying simple. The latter makes use of features such as sound, video, floating pictures, takeovers, and so on to create an engaging experience. Therefore, internet advertisers are faced with the difficult task of evaluating the impacts of advertisement design components that are available in a wide variety of formats at the same time as they decide on budgets, messaging objectives, and consumer targeting. In recent years, there has been evidence to suggest that ad size, position, and creative features such as colour, interactivity, and animation may all affect banner ad engagement on their own. When done correctly, display advertising can be a valuable component of any online marketing plan. With display advertising, advertisers have the ability to promote their brand in a unique and creative way throughout the internet and to thousands of prospective buyers at the same time. Advertisers are no longer limited by a user's preferred social media platform or email provider when using display advertising. Their brand can reach people all around the world, regardless of where they are seeking for goods, services, news, or suggestions. Both display

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format and branding play a significant part in advertising and marketing; thus, the management of the organization should take this into consideration.

References Bannerflow. (2018). The Ultimate Guide to Display Advertising. Retrieved from Bannerflow: https://www.bannerflow.com/inspiration/ultimate-guides/display-advertising/

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Bruce, N. I. (2018). Effective Display Advertising: Improving Engagement with Suitable Creative Formats. Digital Transformation, 3-4. DoubleClick and Dynamic Logic. (2021, June 19). Better Brand Engagement with Display Formats. Retrieved from DoubleClick and Dynamic Logic: https://elearning.unza.zm/courses/31776/files/826265/download?wrap=1 Lloyd, T. (2019, June 18). Emotive Branding. Retrieved from Defining What a Brand Is: Why Is It So Hard?: https://www.emotivebrand.com/defining-brand/ Renvoise, P. (2018, October 10). Emotive Brand. Retrieved from Defining What a Brand Is: https://www.emotivebrand.com/defining-brand/...