FOREWORD
Peace
be upon you, and Allah mercy and blessings. Praise us for the presence of Allah
SWT because of His grace and grace so that we can complete our papers properly.
Our blessings and greetings also do not forget to send to His Majesty the
Prophet Muhammad SAW, as leaders of reform for all of us who teach the truth,
especially for Muslims who have shown us the way of truth and goodness,
especially those who still stand firm today.
This
paper was made to fulfill our obligations as students, in order to fulfill the
assignments given by the teacher concerned and is a prerequisite in obtaining
assignments in "English" subjects.
In
compiling this material, we are fully aware of all the shortcomings so that
input from various parties, both from colleagues and from lecturers is needed
for the perfection of the next paper, and we as the authors of this paper would
like to thank for the suggestions and input as well as criticism from readers.
which is constructive in the context of perfecting this paper. May Allah SWT
always accompany and bless us together in an effort to participate in educating
a noble minded life. Amin Ya Rabbal‘Alamin.
Bengkulu
Tengah, February 2020
Author
TABLE OF CONTENTS
FOREWORD
TABLE
OF CONTENTS
CHAPTER
I PRELIMINARY
1.1
Background............................................................................................................................. 1
1.2
Problem Formulation or Discucssion..................................................................................... 1
1.3
Research
Purpose.................................................................................................................... 1
1.4
Method of Collecting
Data.................................................................................................... 1
CHAPTER
II DISCUSSION
2.1
E-Marketing........................................................................................................................... 3
2.2
Understanding Advertising
Display...................................................................................... 4
2.3
Main Components of Advertising
Display............................................................................. 5
CHAPTER
III CLOSING
3.1
Conclusion............................................................................................................................ 11
3.2
Suggestion............................................................................................................................. 11
REFERENCES
CHAPTER 1
PRELIMINARY
1.1. Background
In the IMC (Integrated Marketing
Communication) course, we learn about E-Marketing which has several components
in it such as Content Marketing, Web Design, Display Advertising, Email
Marketing, Social Media Marketing, SEO (Search Engine Optimization) and Pay Per
Click. But what we will discuss about Display Advertising is a form of
advertising that displays visual objects such as text, logos, photos, images
and even videos. Banner advertisements on your favorite websites are examples
of display advertising in the online world.
E-Marketing is also related to
E-Commerce which is currently being loved by the public, because it allows them
to transact anywhere and anytime with the digital world. Display Advertising
makes consumers know and want to know about the products displayed in the
advertisements they see, and can become brand awareness so that consumers can
remember well a brand through display advertising.
1.2. Problem Formulation or
Discussion
a.
E-Marketing
b.
Understanding Display Advertising
c.
Main Components of Display Advertising
d.
Benefits of Display Advertising
1.3. Research purposes
The purpose of writing this paper is
to provide knowledge to students and the public about Display Advertising.
1.4. Method of collecting data
In order to compile a good paper,
accurate data and information are needed, in accordance with the issues
discussed to facilitate discussion. I conduct data collection methods through
(two) ways, namely the Observation Method (observing events / events involving
information needed) and the Literature Method (based on books, journals or
references via the internet that are related and related to the material being
discussed).
CHAPTER II
DISCUSSION
2.1. E-MARKETING
According to Chen-Ling, & Lie,
in the Journal of the American Academy of Business (2006, p. 96), e-marketing
is the process of marketing products and services to customers using web media.
Promotion, Advertisements, Transactions and payments can be made through web
pages. Internet marketing users can easily access information anywhere with a
computer connected to the internet.
E-Marketing is a process to build
and maintain relationships with customers through online activities as a means
for the exchange of opinions, products, and services so as to achieve the
shared goals of both groups (Mohammed, et al, 2003, p. 45).
According to Boone and Kurtz (2005)
E-Marketing is one component in e-commerce with special interests by marketers,
namely the strategy of the process of making, distributing, promoting and
pricing the goods and services to internet marketers or through other digital
equipment.
It can be concluded E-Marketing is
the process of marketing a product or service that is carried out using digital
media online to carry out promotional activities, advertisements, transactions,
and payments through a web page. Making it easier for consumers to access it
anywhere and anytime.
The main components of E-Marketing:
-
Content Marketing
-
Web Design
-
Advertising Display
-
Email Marketing
-
Social Media Marketing
-
SEO (Search Engine Optimization)
-
Pay Per Click
However, what we will discuss in
this paper is the marketing component of Display Advertising. Which is
currently in the era of technology that is sophisticated or can be called
digital. Many companies use advertising as an effective promotional media and
can cause brand awareness in the minds of consumers.
2.2. Understanding Advertising
Display
Definition of diplay
Display is a form of Sales
Promotion. Just as a promotion that serves to direct someone to feel attracted,
see, observe to the actions that create a purchase, then the Display is also a
tool of promotion in marketing merchandise from a store by displaying or
displaying merchandise that utilizes space that is in the store to be able to
attract the attention of consumers. According to Alma (in Saputra, 2007: 30),
Display is the desire to buy something, which is not driven by attractiveness,
or by sight or by other feelings ".
Definition of advertisement
A marketing expert, Kotler defines
advertising as all forms of non-personal presentation, promotion of ideas,
promotion of product or service products carried out by certain paid sponsors.
That is, in delivering the message, the communicator does it specifically by
paying to the owner of the media or paying the person who works on it.
Understanding Display Advertising
All internet users must have seen
this form of advertising, it's just that maybe not too familiar with the term
digital advertising. Examples of digital advertising that we have seen in
everyday life are car ad banners when reading favorite news sites from laptops
or cellphones, advertisements that are pasa when we open a video site like
YouTube. That's an example of display advertising, which is displaying image
ads on websites visited by potential customers.
In a simple definition Display
Advertising is a form of advertising that displays visual objects such as text,
logos, photos, images and even videos. Banner advertisements on your favorite
websites are examples of display advertising in the online world. Although
there are forms of offline advertising display such as banners and billboards,
what is discussed here is an online form of advertising display.
Understanding Display Advertising is
advertising that is displayed on a third party website or blog to drive traffic
to the company's website. Doing this advertising indirectly will increase the
company's production.
2.3. Main Components Of Advertising
Display
There
are 3 main components in display advertising in the online world:
• First
is the ad that you want to display, usually in the form of banners of various sizes.
• Second
is the placement or place where the ad will be installed. Placement is usually
in the form of a website, or a mobile application.
• The
third component is the Targeting Method as a link between advertising and
placement.
In the third component, the
Targeting Method, we can use one of the Display Ads Network providers is Google
AdWords. One of the Display Ads Network providers is Google AdWords. We can
advertise on the Google Display Network simply by determining the form of
targeting and then the ad will be distributed to many websites at once
according to the targeting criteria.
1. Keyword
Targeting allows you to display ads to users on the entire Display Network. You
can easily measure the performance of each keyword and make changes as needed. Google
Display Network uses broad match. So don't use too many keywords and make sure
to use relevant themes in each adgroups.
2. Placement
Targeting allows you to place ads on all sites, specific pages of websites,
apps, games, or video sites. You can use several types of placement targeting:
• Automatic
Placement: In this type, Google will choose the site where the ad will appear
based on the keywords that have been set.
• Managed
Placement: In managed placements, you can choose specific locations and set
your own bids.
• Negative
Placement: With this type, you can issue irrelevant placements and provide poor
quality visitors for your business.
• Topic
Targeting helps you choose specific topics, and Google will display your ads
only on sites that are relevant to the topic of your choice. This is the best
way to expand your reach on sites that fit your target without adding them
individually.
• Remarketing
and Interest Targeting gives you the possibility to reach the right customers
with the right advertising. Remarketing makes visitors who have visited your
website return to your business. You can also target based on someone's online
habits by finding the same interests between users. This will increase the
conversion rate too.
• Geographic,
Language and Demographic Targeting allows you to display your ad by region, zip
code, language, age or gender. With this targeting, you can manage your
advertising budget only to people who are interested in your business.
The
following terms are commonly used in Adwords.
a) Impressions
are the number of ads that appear. Impressions will increase if your ad appears
on Google searches or websites that are on the Google network. Each of your ads
appears on Google searches or websites that are on the Google network in your
business.
b) Clicks
is the number of people who click on your ad Clicks will be counted even if the
user does not open your website, this can happen because of the slow internet
connection or hosting of your website, you will see the difference between the
number of clicks with sessions on your website. Clicks will help you. to
measure the success of your ad, the more attractive your ad is, the number of
clicks will increase.
c) Daily
Budget is the amount of costs that you specify to be incurred every day for
each ad campaign. The AdWords system will display advertisements until your
daily budget runs out. When your daily budget runs out, your ad will stop that
day. Your daily budget is sometimes not used up or sometimes more, the Adwords
system will help manage your daily budget so that it is used optimally when
your keywords are popular.
d) CPC
(Cost Per Click) / PPC (Pay Per Click) is the cost that you specify each of
your ads on a click When someone clicks on your ad, the price of the ad will
not exceed the CPC you set. The greater the CPC that you set, the more likely
your ad is in the top position.
e) CPM
(Cost-Per-Thousand Impression) is the fee you will incur for 1,000 Impressions.
You will pay every 1,000 impressions not per click. CPM is suitable for you who
are concerned with brand awareness rather than clicks or traffic.
f) Keywords
are words that will describe the product or service that you offer, Keywords
will also determine when and where your ad will be displayed. The keywords you
specify will be used to display ads, choose quality keywords and relate to the
products or services that you offer, to help you get new customers. Choosing
the right keywords will help the performance of your ad, help avoid expensive
click prices and help improve ad rank.
In advertising through the Google
Display Network we can use several creative formats. Ad formats that can be
used include:
1. Text
format ads
2. Banner
format ads, Google Display Network supports banner file formats such as JPG,
GIF, PNG and Flash Banner.
3. Video
format ads
And
for the banner sizes provided on the Google Display Network are as follows:
- Mobile leaderboard: 320 x 50
- Banner: 468 x 60
- Leaderboard: 728 x 90
- Square: 250 x 250
- Small square: 200 x 200
- Large rectangle: 336 x 280
- Inline rectangle: 300 x 250
- Skyscraper: 120 x 600
- Wide skyscraper: 160 x 600
- Half-page: 300 x 600
General information about Display Advertising
Classic online advertising consists
of both graphic elements, such as banners and buttons, as well as text and
image content. Users see this advertising material when they visit the website
that has integrated it. The creative can be clicked and often directs users to
the advertising company's website. Specific landing pages or product pages and
the corresponding categories of advertised content are also public.
At the beginning of a Display
advertising campaign, there are always advertisers who are willing to deliver
advertising messages and publishers who provide the necessary resources
(website, AdServer). Although the publisher needs a website where the ad will
be broadcast, advertisers must prepare promotional content. Display advertising
works with a variety of ad formats placed on the publisher's website. For
example:
•
Banners in various sizes and with different functions (static, animated,
interactive)
•
Pop-ups, pop-unders, ad layers
•
Skyscrapers, rectangles, leader boards
•
Content advertisements and sponsored content
•
Verbal placement and text links
•
Multimedia content such as inter and superstitial, expandable ads
•
Motion pictures such as flash videos, streaming video ads, or e-mercial
This online ad format is only
partially standardized. IAB (Interactive Advertising Bureau) recommends certain
formats. However, this is not binding. In general, publishers accept the format
and adhere to the relevant criteria and billing models. In Germany,
Online-Vermarkterkreis (OVK - Online Marketers Circle) attends the format.
In addition, the format continues to
change and increasingly uses modern technology, such as HTML5 for animation, or
complex methods for targeting, retargeting, and tracking to improve efficiency.
The advertising media used often depend on the publisher's environment. The
more formats and technologies that publishers can apply, the more choices
advertisers have. In particular, the development of the mobile, moving image
and Big Data fields presents a new level of possibilities for online
advertising.
Form of display ad
There
are various concepts and strategies for Display advertising.
•
Ad Networks
•
Affiliate marketing
•
Real time bidding
•
Marketing performance
•
Behavioral targeting
•
Contextual targeting
•
Original advertising
•
Programmatic Advertising
•
Multi-display marketing: Basically comparable to multi-channel marketing but
based on different graphical output media such as smartphones, tablets,
phablets, and desktop PCs.
The purpose of Display advertising
is also different: On the one hand, sales, prospects, and orders can be
increased. On the other hand, campaigns can function to promote branding and
images. As for branding, reviewing success in terms of marketing performance
is, of course, more difficult.
Show marketing billing
For Display advertising campaigns,
ad space on each portal must be booked in advance or purchased. Here, the
principle of online advertising is similar to offline advertising in newspapers
and magazines. Advertisers reserve ad space, publishers publish advertisements.
The only difference is the media used, namely the Internet. Billing, however,
is far more appropriate in Internet advertising. This is because parameters
different from this are taken into account. The most commonly used is CPT (cost
per thousand). Also common include CPC (cost per click), CPL (cost per lead),
CPS (cost per sale), and combinations of various parameters.
Benefits of Display Advertising
•
Large scope of the campaign
•
Different target groups can be handled directly
•
Many advertising formats and concepts for targeted group-oriented relays
•
Graphic banners are also compatible with mobile applications
•
Effective performance with cookies and other tracking methods
•
Users are immediately interested in buying
•
Build image and brand
•
Increased brand awareness through wider coverage
•
Simple monitoring and reporting
•
It is suitable for remarketing
Disadvantages of Display Advertising
• Due to advertisement jamming, users sometimes develop
banner blindness, so they only hide most of the advertisement due to
information overload
• Many ad blockers are used by users to prevent the display
of online advertisements
• Conventional banners often have very low click rates
(around 0.1%) • Clicks on display ads on mobile devices are often random
• Some display advertisements can worsen the user experience
and lead to unwanted effects
• Display advertising in certain contexts can have negative
effects on brands The importance of online marketing
Display
advertising is still one of the strongest markets on the global Internet and in
German. Global net sales amount to more than 1.5 billion euros. It consists of
online and mobile sectors. For the mobile sector, the growth rate is much
greater at around 52%. Today, cellular marketing and marketing using moving
images have proven to be the main growth drivers. Advertisers now have the
opportunity to directly deal with younger groups and significantly increase
interaction and acceptance rates using moving images. Display marketing in the
field of virtual reality can also be expected in the future.
CHAPTER III
CLOSING
3.1. Conclusion
With
various advantages along with its features, of course the Google Display
Network can be the right choice for those who want to advertise with the aim of
creating brand awareness and want a wide range of advertising coverage for
their products and services. By using Display Advertising, you can measure the
performance of your campaign, manage your budget and analyze the results. The
Google Display Network also helps you reach new customers, choose specific
pages or websites to display your ads and connect with customers through
attractive ad formats. This gives you choices for targeting. You can choose
one, or more of the targeting options available
3.2. Suggestion
Hopefully
what has been written in this paper, can provide motivation and useful knowledge
for all other students to better understand the IMC (Integrated Marketing
Communication) course in learning about Display Advertising. Thanks.
REFERENCES
GRACE
KESLEY TURANG - 2013 - eprints2.binus.ac.id (http://eprints2.binus.ac.id/28933/1/
2012-2-01144-MC% 20Abstrak001.pdf)
INTERACTIVE
- researchgate.net
https://www.researchgate.net/profile/Rai_Utama_I_Gusti_Bagus/publication/292303383_INTERNET_ADVERTISINGSEBAGAI_MEDIA_KOMUNIKASI_PEMASARAN_INTERAKTIF/links/56acb1f808AcTeMenTeCeTeTeMeTeMeTeTeMeTeMeTeMeTeMeTeCeTeTeMeMeMeTeCuTeMeMeTeCuTeIngMeMeTiTiMePiMePiTiIngpIngationIngEMPsMyPeCyPeMyPeCyPeCyPeMyInCeMyInC
(STC) (c)
Hariningsih
- Journal of Business, Management and Accounting, 2013 - journal.amaypk.ac.id (http://jurnal.amaypk.ac.id/index.php/jbma/article/view/10)
Analysis
of the effect of displays, signage and in-store media on consumer buying
behavior at Kartasura Flex
Analysis
of the Effect of Mobile Advertising on the Telecommunications Industry
Iskandar -
InComTech, 2014 - neliti.com (https://www.neliti.com/publications/222543/analysis-influence-mobile-advertising-pada-industri-telecommunications)
http://www.skripsiku.org/2015/12/review-about-definition-display-according.html
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