Understanding digital display advertising

This article describes and explains the fundamentals of digital display advertising, a broad subject taking in any number of connected devices, one that offers a variety of tools through which to deliver communications.

Understanding digital display advertising

Alex KozloffIAB

Advertisers increased spend on display advertising in the UK by 24.5% in 2015 to over £3bn (PwC/IAB Digital Adspend Study) because it offers an abundance of exciting opportunities to connect and communicate with their target audiences. In comparison, the US is growing at 19% to reach $32.7bn in the first half of 2016 alone.

Consumers average 2 hours 59 minutes per day online (UKOM approved comScore data) and the average household now owns 8.3 connected devices (IAB Consumer Insights April 2016). The love affair people have with...

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