What is display advertising? Why use it at all and how to set it up best? These are the most common questions surrounding this increasingly popular marketing tool.
Display advertising (or programmatic display advertising) used to be an underrated marketing tool back in the day. But that has changed, and today you’ll find this type of advertising quite commonly in advertising media plans. The following paragraphs summarise what display advertising has to offer.
What is display advertising?
Programmatic display advertising refers to banner ads of various forms – banners in content networks and on websites, banners with dynamic content, interactive pop-up lightboxes or the first lines of mail in Gmail.
You can find it in mobile apps or the aforementioned Gmail, as well as on Google partner sites including YouTube. The sponsor then pays per click, per thousand impressions or per interaction.
Why use display advertising?
Unlike, for example, PPC ads, display advertising is not primarily performance-driven. However, with the right targeting, you can ensure that your message is only shown to users who might be interested in the service or product you are offering.
Display advertising, with the right strategy, thus leads to more accurate hits, higher performance and savings on campaigns.
How to set up display advertising correctly
Display advertising will show to any user who meets the criteria you specify.These can be time, geographic, demographic, language, and more.
For example, if your target audience tends to be at work during the day, it’s a good idea to set your ad for evening hours. Similarly, you can set up campaigns for weekends only.
You can also select your target audience geographically, i.e. only from users who reside near your business.
An undeniable advantage of display advertising is the possibility to choose on which device it will be displayed – i.e. whether it will be seen, for example, exclusively by mobile phone users, or whether it will be displayed only on PCs…
What if I don’t know what to do?
There are many more ways to target your display ad correctly – for example, you can target only those users who are currently watching a specific TV show on their device. Or you can use so-called behavioural targeting based on your users’ knowledge of how they behave online and what they do there.
If you reach a dead end when setting up display advertising, don’t hesitate to contact us – our online marketing specialists are at your disposal.