Display Advertising
What is Display Advertising?
Display advertising refers to the process of advertising a product or service on Internet websites, apps or social media through banners that combine text, images, and a URL that links to a website where a customer can learn more about or buy the products or services. Programmatic Display is designed to help any business seeking to get their message in front of their exact target market.
Display Advertising allows you to offer contextually relevant adverts to your target viewers. Display networks can read and interpret content on the website where the ad will be presented, as well as recognize the user’s identity and learn about their interests based on online behaviors such as previous clicks, browsing history, and so on.
If publishers are unable to sell their inventory directly or privately, they will put it up for auction, with the proceeds going to a demand side platform (DSP). We use The Trade Desk (DSP) to bid on this available inventory, which allows us to buy ads from a marketplace where publishers list their advertising inventory.
Benefits of Display
- Outstanding Reach
- Visibly Appealing
- Strong Brand Awareness
- Highly Targeted
- Pairs well with other strategies
Display advertisements are online billboards that have a much greater impact than traditional billboards. They attract the user’s attention due to their visually appealing nature, increasing brand exposure and persuading them to click through to a landing page. It’s not about where your ad appears in Display Advertising; it’s about who sees it. You can get in front of your exact target audience and people who are in the market for your products/services thanks to the advanced targeting options.
Display ads are also cost effective and based on cost per thousand (CPM). This means that you pay $8, $10, $12 dollars every 1,000 impressions your ad is served. This form of advertising complements all of your other advertising campaigns to capture your audience in all stages of the customer buying journey and get the most out of your marketing budget.
DISPLAY in the
customer buying Journey
Display Advertising is a powerful strategy because it captures users in all 6 stages of the customer buying journey.
Branding and Awareness
Creating awareness by informing your target audience that you exist is the first step in the customer buying journey. With display ads you can reach new customers, develop positive brand perceptions and reach them throughout the entire internet. Increased brand visibility leads to a higher recall rate and pushes the customer further in the buying journey.
Interest
People will begin studying your products and services now that they are aware of them, which is where industry-related content targeting comes into play. If you’re a realtor, and someone is looking for homes in their area, your ad will appear on real estate-related websites, influencing them to utilize your services.
Consideration
When a user is thinking about your brand and comparing you to your competitors, you may retarget people who have already visited your website to keep your brand top of mind and move them closer to the buying stage.
Intent
At this stage, you’d like to employ display advertising to target consumer behavior so that when someone is looking for your products/services, they’ll be more likely to choose your brand because you’re the most visible.
Conversion
You can retarget customers based on their search phrases and visits to your website to ensure that they buy from you.For example, if someone has an item in their cart and abandons it, you can retarget them to persuade them to complete their purchase.
Retention
Customers who have visited your website or searched for certain keywords connected to your business will be retargeted, ensuring that they continue to buy from you or refer you to their friends and family.