study guide 6
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School
University Of Arizona *
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Course
317
Subject
Information Systems
Date
Nov 24, 2024
Type
docx
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2
Uploaded by MajorFreedomBeaver
Ad Display Network System:
Ad display networks operate by allowing advertisers to place their ads on a
variety of websites within the network. These ads are usually in the form of
banners or display ads and are targeted towards specific audiences based on
their interests, demographics, or browsing behavior. Advertisers bid on ad
space, and when a user visits a website within the network, the network's
algorithms determine which ad to display based on various targeting
parameters.
Review of Banner Ads:
Let's take a look at Better Homes & Gardens and
Dallas News.
Better Homes & Gardens:
Target Audience:
Homeowners and individuals passionate about
home improvement, gardening, and a quality lifestyle.
Value Propositions:
Offering high-quality home and garden
products, Better Homes & Gardens provides a wealth of inspiring
ideas for home improvement projects, gardening tips, and lifestyle
content.
Calls-to-Action:
Encourages users to "Shop now" for essential
home items, enticing them with exclusive discounts to drive
immediate action.
Dallas News:
Target Audience:
Local residents and enthusiasts interested
in staying updated on local news and events.
Value Propositions:
Provides comprehensive local news coverage
and relevant information about events, politics, community issues,
and more.
Calls-to-Action:
Prompts users to "Stay informed" by engaging
with the news content and encourages subscriptions for breaking
news updates, aiming to keep users connected and engaged with
ongoing news stories in their area.
The messaging and calls-to-action for each platform are tailored to resonate
with their respective audiences. Better Homes & Gardens aims to inspire
action by offering discounts and emphasizing the quality of their products
and ideas. Dallas News, on the other hand, focuses on keeping users
informed and connected with their community, encouraging engagement
and subscriptions for continuous news updates.
Remarketing:
Remarketing involves showing ads to people who have previously visited a
website. This can be highly effective because it keeps the brand in front of
potential customers, reminding them of the product or service they showed
interest in. Advertisers benefit from this strategy because it increases brand
recall, encourages conversions from interested leads, and allows for more
personalized targeting. The process is primarily in the hands of advertisers
who set up the remarketing campaigns, but the ad network plays a role by
displaying these ads to the targeted audience.
Remarketing, targeting users who've previously visited a website, holds
immense value for advertisers due to several reasons:
1.
Brand Recall and Engagement:
By repeatedly showing ads to
users who've engaged with a website, advertisers reinforce brand
recall. Familiarity often breeds trust, making users more likely to
engage or convert on subsequent visits.
2.
Increased Conversion Rates:
Returning visitors, especially those
exposed to remarketing ads, are often further down the sales
funnel. They've displayed interest, so targeted ads can prompt
them to take the desired action, such as making a purchase or
signing up for a service.
3.
Personalized Targeting:
Remarketing allows advertisers to tailor
ads based on users' previous interactions. This level of
personalization enhances the relevance of the ads, increasing the
chances of conversion.
A/B Testing:
If I were to select a banner ad from a recent webpage, I'd consider testing
elements like the headline, color scheme, or call-to-action button. The
change I'd test first would likely be the headline because it's often the first
thing users notice. Even a small alteration in an ad, such as changing the
wording of a headline or the color of a button, can significantly impact user
engagement and conversion rates. This happens because small changes can
resonate differently with users, influencing their decision to click or engage
with the ad.
Conclusion
In conclusion, the ad display network system serves as a dynamic platform
for advertisers to strategically reach specific audiences across diverse
websites. Tailoring messaging and calls-to-action, as seen in examples like
Better Homes & Gardens and Dallas News, enables precise targeting of
audience interests. Remarketing harnesses brand recall and personalized
targeting, while A/B testing empowers advertisers to optimize ad
performance by tweaking elements that significantly influence user
engagement. Together, these strategies empower advertisers to effectively
connect with their audiences and continuously refine their campaigns for
optimal impact and results in the dynamic landscape of online advertising.
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