The Art of Digital Ads: How Depop is Making Waves in the Advertising World

Digital ads are everywhere on the websites we visit. People pay to get rid of them, and brands pay to get exposure. Did you know that it only takes 0.36 seconds for the system to finish the bidding process and decide which ads to place on which website?

Here is an example from Aesop

Apart from their distribution efficiency, it's hard to deny the influence of digital ads on the customers' decision journey. They deliver the right message to the right people at the right time for the right price. And companies are spending more and more of their budget on this unit in the digital era.

Using the circular fashion app, Depop, as an example, it's not surprising to find them using digital display ads to reach customers as well. Depop created two ads in 2017 and 2020, and both designs are straightforward. The first one uses bold font and simple words to communicate the main functions of the brand, while the other uses a bright-contrasty image to grab attention. They both stick to the brand image and deliver clear messages.

However, in 2020 and 2021, Depop used digital ads in a different way to attract potential employees who might be interested in joining the company. These ads used font design and images showcasing company culture to direct targets to the call-to-action links.

Depop also collaborated with PayPal in 2019 to create a display ad emphasizing the convenience of using the app and the security of customers' information while intriguing consumers at the same time.

These past examples combine inventory strategy to acquire new employees and audience strategy to improve brand awareness. In the project campaign of Depop, I will embed a similar design but focus more on customer strategies since the goal of the project is to increase brand awareness. I will also use these ads to showcase the diverse categories of products we will provide to satisfy the changing consumer tastes. Although Depop relies more on social media ads and user-generated content, digital ads could be essential for increasing brand awareness.

There are also risks associated with digital ads, such as negative brand image and reputation damage caused by allocating ads to controversial websites. Whitelists, blacklists, and keywords are some effective ways to avoid unwanted outcomes. So when enjoying the benefits of digital ads, don't forget to track where these beautifully created ads go!

So there you have it - the power and potential risks of digital ads. Now it's your turn to weigh in. Do you find digital ads useful or annoying? Have you ever clicked on an ad and made a purchase? Or have you ever seen an ad on a controversial website that made you question the brand's integrity?

Feel free to share your thoughts and experiences in the comments section below.

Reference:

NYU INTG1-GC 1035 | 005, Digital Marketing, Session 8, Ted Davis

Core Reading: Digital Marketing, 2.1.2 Display Ads