What are Digital Display Ads?

Aug 8, 2023

Digital display advertising has evolved over the years, but it remains an important tool for your marketing strategy toolbox. According to eMarketer, digital display ads accounted for over half of all global ad spend in 2021. If you’re wondering why brands invest in display advertising, it’s because it offers a cost-effective way to put your advertisement in front of your target audience.

 

What is digital display advertising?

Chinn Gyn digital display ad

Digital display advertising uses visuals (banners, images, videos, and rich media) to deliver brand messages to a targeted audience. These ads appear on websites, social media platforms, and apps, usually in the form of banner ads or pop-ups.

The primary goal of display advertising is to raise brand awareness and interest in your product or service. As opposed to search advertising, where the targeting occurs when people search for specific keywords, display advertising targets consumers based on their browsing behavior and interests.

 

How do digital ads work?

Digital display ads are targeted using a range of factors, including demographics, interests and behaviors, location, and keywords. To be most effective, you want to start with a strong understanding of your customer persona. These ads can be placed on relevant websites and apps through ad exchanges, programmatic advertising, or direct purchase.

Purchasing and placing digital ads can be complex, so it can be helpful to work with a media buyer to facilitate these campaigns. Typically, media buyers have expertise that helps optimize these campaigns and can also get a better price for placement.

 

Why is display advertising important?

Display ads allows you to reach a larger audience, increase brand awareness, and create demand for your products or services. Not only can you target people based on interests, behaviors, and demographics, you can also utilize dynamic ads that offer different creatives based on the user’s data. This makes the ad more personal.

Digital display ads can also be used as a remarketing or retargeting tool to engage with users who have already shown interest in your products. Retargeting can boost conversions, generate new leads, and drive website traffic.

 

Digital display is an important part of a full funnel marketing strategy. Display ads are an awareness tactic that is not likely to drive big conversion numbers alone. However, when leveraged as part of a complete marketing strategy, digital ads can be one of many touch points that work together to bring a potential customer into your funnel for conversion. So, it’s important to look at your strategy as a whole and not lean on one or two isolated tactics.

 

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