[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Fcollette-pratt":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":160,"head_links":161,"breadcrumbs":148,"posts":165,"pages":143,"head":1035},"Collette Pratt","","I have been working in programmatic advertising for over four years, beginning my career as a digital marketing apprentice. During this time, I've had the privilege of collaborating with exceptional clients across the Travel & Tourism, Not-for-profit and SAAS industries.",{"24":8,"48":8,"96":8},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F03\u002FCollette-Pratt.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96",{"job_title":10,"full_bio":11,"specialist_service_links":12,"photo":38,"page_content_modules":94,"hero":144},"Senior Programmatic Strategist","\u003Cp>Senior Programmatic Strategist. Joined Impression in July 2024\u003C\u002Fp>\n\u003Cp>I have been working in programmatic advertising for over four years, beginning my career as a digital marketing apprentice. During this time, I’ve had the privilege of collaborating with exceptional clients across the Travel & Tourism, Not-for-profit and SAAS industries. My experience spans the entire marketing funnel, from driving awareness to achieving conversions, giving me a well-rounded perspective on campaign execution and optimisation.\u003C\u002Fp>\n\u003Cp>No two days at Impression are ever the same! I have the opportunity to collaborate with a diverse range of clients, from airlines to tool manufacturers, each with unique campaigns and goals. My role spans the entire process—from strategic planning to flawless execution—ensuring that every campaign is thoughtfully designed and delivered to achieve its full potential.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something I am proud of:\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>I’m particularly proud of my ability to educate others about the incredible opportunities programmatic campaigns offer. I’ve conducted multiple sessions and workshops to demonstrate the value of programmatic as a key component of clients’ paid media strategies. These efforts have not only helped clients better understand the potential of programmatic but have also directly contributed to driving stronger results for their paid media campaigns.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>Outside of work, you’ll often find me spending time with my fur baby, Bella—a very fluffy and lovable golden retriever—going for long walks, At the gym, or with my head in book!\u003C\u002Fp>\n",[13,29],{"page":14,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":28},169,"98","2020-12-17 10:02:30","Paid Media","publish","closed","paid-media","2026-06-15 15:58:53",0,"\u002F?page_id=169","page","0","raw","\u002Fpaid-media\u002F",{"page":30,"link_text":33},{"ID":31,"post_author":16,"post_date":32,"post_date_gmt":32,"post_content":5,"post_title":33,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":34,"to_ping":5,"pinged":5,"post_modified":35,"post_modified_gmt":35,"post_content_filtered":5,"post_parent":15,"guid":36,"menu_order":23,"post_type":25,"post_mime_type":5,"comment_count":26,"filter":27,"url_path":37},316,"2021-01-06 16:32:37","Programmatic","programmatic","2025-04-08 07:20:24","\u002F?page_id=316","\u002Fpaid-media\u002Fprogrammatic\u002F",{"ID":39,"id":39,"title":40,"filename":41,"filesize":42,"url":43,"link":44,"alt":5,"author":45,"description":5,"caption":5,"name":46,"status":47,"uploaded_to":23,"date":48,"modified":48,"menu_order":23,"mime_type":49,"type":50,"subtype":51,"icon":52,"width":53,"height":54,"sizes":55},32629,"Collette-Pratt","Collette-Pratt.png",479907,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F03\u002FCollette-Pratt.png?auto=compress%2Cformat&q=90","\u002Fcollette-pratt\u002F","12","collette-pratt","inherit","2025-03-19 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Pratt’s posts",{"data":100,"pages":143},[101,114,124,134],{"type_key":102,"title":103,"excerpt":104,"to":105,"postedAt":106,"readingTime":107,"image":108,"authors":109,"category":112},"post","The Reach Paradox: Why you shouldn’t have to choose between scale and quality","\u003Cp>For years, the digital advertising industry has treated ‘reach’ as the ultimate proxy for brand awareness. If your ad hit a million screens, the campaign was a success. But as programmatic buying evolved, an uncomfortable truth emerged: A screen impression does not guarantee a human eye. Recently, the industry has swung hard in the opposite […]\u003C\u002Fp>\n","\u002Fblog\u002Fthe-reach-paradox\u002F","2026-11-02T10:04:15",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F10\u002Fpiret-ilver-98MbUldcDJY-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[110],{"name":4,"image":111},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F03\u002FCollette-Pratt.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":113,"name":33},"\u002Fblog\u002Fcategory\u002Fprogrammatic\u002F",{"type_key":102,"title":115,"excerpt":116,"to":117,"postedAt":118,"readingTime":119,"image":120,"authors":121,"category":123},"5 Display campaigns that captivated audiences and what you can learn from them","\u003Cp>The most effective display ads rise above the noise, capture attention, and leave a lasting impression. Whether through superb storytelling, captivating creatives, or perfect placements, display ads can tell powerful stories. In this blog, we’re showcasing five standout campaigns that caught our attention and made a lasting impact. More importantly, we’ll break down what made […]\u003C\u002Fp>\n","\u002Fblog\u002F5-display-campaigns-that-captivated-audiences\u002F","2025-05-22T10:49:10",8,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Fgetty-images-xLwUa5q8Yv0-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[122],{"name":4,"image":111},{"to":113,"name":33},{"type_key":102,"title":125,"excerpt":126,"to":127,"postedAt":128,"readingTime":129,"image":130,"authors":131,"category":133},"9 ways to reach B2B decision makers with Display & Video advertising","\u003Cp>B2B brands face a lot of challenges when it comes to digital marketing—finding and reaching the right decision-makers, targeting niche audiences, and keeping up with ever-changing buying behaviours, to name a few! And with so much competition in the market for the same audience, it’s not always easy to stand out. At Impression, we get […]\u003C\u002Fp>\n","\u002Fblog\u002F9-ways-b2b-display-video-advertising\u002F","2025-04-09T10:21:29",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F04\u002Fbruno-martins-ilZZnLtcBz0-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[132],{"name":4,"image":111},{"to":113,"name":33},{"type_key":102,"title":135,"excerpt":136,"to":137,"postedAt":138,"readingTime":107,"image":139,"authors":140,"category":142},"Digital out-of-home’s role in your media strategy","\u003Cp>Digital out-of-home (DOOH) is no longer confined to iconic locations like Times Square or Piccadilly Circus. It’s everywhere: on your commute to work, at the supermarket, in the gym…there are now hundreds of thousands of digital out-of-home ad placements across the UK and beyond. Did you know that digital out-of-home advertising now reaches 70% of […]\u003C\u002Fp>\n","\u002Fblog\u002Fdigital-out-of-home-media-strategy\u002F","2025-03-19T16:07:33","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002Fandrae-ricketts-0_la3_Slfwk-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[141],{"name":4,"image":111},{"to":113,"name":33},"1",{"type":145,"style":146,"title":147,"heading":4,"intro":11,"services":12,"breadcrumbs":148,"photo":56,"social":160},"author","dark","Meet the Team",[149,152,155,158],{"path":150,"name":151},"\u002F","Home",{"path":153,"name":154},"\u002Fabout\u002F","About Us",{"path":156,"name":157},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":159,"name":4},null,{"twitter":5,"linkedin":5},[162],{"rel":163,"href":164},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fcollette-pratt\u002F",[166,479,664,850],{"id":167,"date":168,"date_gmt":168,"guid":169,"modified":106,"modified_gmt":106,"slug":171,"status":19,"type":102,"link":105,"title":172,"content":173,"excerpt":176,"author":177,"featured_media":178,"comment_status":20,"ping_status":20,"sticky":175,"template":5,"format":179,"meta":180,"categories":181,"collections":183,"coauthors":184,"class_list":186,"acf":194,"head_links":195,"breadcrumbs":196,"url_path":105,"search_description":203,"featured_image_urls":204,"authors":239,"type_nicename":250,"reading_minutes":107,"category":251,"yoast_title":253,"yoast_meta":254,"yoast_json_ld":306,"_links":430},40063,"2026-10-07T10:22:28",{"rendered":170},"\u002F?p=40063","the-reach-paradox",{"rendered":103},{"rendered":174,"protected":175},"\n\u003Cp>For years, the digital advertising industry has treated ‘reach’ as the ultimate proxy for brand awareness. If your ad hit a million screens, the campaign was a success. But as programmatic buying evolved, an uncomfortable truth emerged: A screen impression does not guarantee a human eye.\u003C\u002Fp>\n\n\n\n\u003Cp>Recently, the industry has swung hard in the opposite direction. “Attention” is the new buzzword. We are increasingly told to stop chasing reach and start paying a premium for deep, active engagement.\u003C\u002Fp>\n\n\n\n\u003Cp>But there is a trap here, too. If you optimise purely for the deepest possible attention at the expense of scale, you risk making your campaigns so niche and expensive that you fail to actually grow your brand. Modern brand building relies on mental availability; you \u003Cem>need\u003C\u002Fem> to reach a large volume of people, including light category buyers.\u003C\u002Fp>\n\n\n\n\u003Cp>The real solution isn’t abandoning reach for attention, or vice versa. The future of brand awareness lies in the sweet spot between the two: \u003Cstrong>Attentive Reach\u003C\u002Fstrong>.\u003C\u002Fp>\n\n\n\n\u003Cp>Here is why the standard way of buying awareness is broken, why the industry’s new obsession with “attention-only” is a risk to your growth, and how we are balancing volume with validation.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"the-trap-of-empty-scale\">\u003Cstrong>The trap of empty scale\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>When marketers want to build brand awareness, they naturally want to get in front of as many sets of eyes as possible. They set their programmatic campaign objectives to ‘Maximise Reach’ at the lowest possible cost.\u003C\u002Fp>\n\n\n\n\u003Cp>To hit these massive reach targets cheaply, ad platform algorithms automatically look for the most abundant ad space on the internet. We used ‘viewability’ as the safety net to ensure those spaces were actually on-screen.\u003C\u002Fp>\n\n\n\n\u003Cp>But bad actors learned how to game this. Today, low-quality publishers and Made-for-Advertising (MFA) sites use sticky sidebars, auto-refreshing banners, and rapid ad-stacking to guarantee high viewability scores. The algorithm directs your budget toward them because they are cheap and check the technical boxes, giving you massive reach.\u003C\u002Fp>\n\n\n\n\u003Cp>But these are empty numbers. It’s highly unlikely that a human is actually processing your ad.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"the-danger-of-the-attention-overcorrection\">\u003Cstrong>The danger of the “attention overcorrection”\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>In response to this empty reach, many are pivoting entirely to “active attention.” But if we aren’t careful, we make a rod for our own backs.\u003C\u002Fp>\n\n\n\n\u003Cp>If you aggressively optimise for only the highest-attention metrics, say, 30-second dwell times on hyper-premium sites, your CPMs will skyrocket. Your budget will be exhausted on a tiny fraction of your target audience. You end up speaking incredibly well to 1,000 people, when your brand actually needs 100,000 people to know your name.\u003C\u002Fp>\n\n\n\n\u003Cp>If you want to move the needle on market share, you cannot afford to turn your back on volume.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"the-solution-an-attention-validation-framework\">\u003Cstrong>The solution: An Attention Validation Framework\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Instead of choosing between cheap, passive volume or expensive, hyper-niche attention, Impression’s Attention Validation Framework finds the optimal intersection. We optimise for \u003Cstrong>Attentive Reach\u003C\u002Fstrong>, scaling your campaign as widely as possible, but strictly within environments proven to command actual human engagement.\u003C\u002Fp>\n\n\n\n\u003Cp>By bypassing platform defaults and applying our own custom bidding rules, we filter out the empty scale while aggressively pursuing cost-effective, verified human attention.\u003C\u002Fp>\n\n\n\n\u003Cp>To prove this works, we tested our framework across two distinct campaign objectives:\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"outcome-1-driving-brand-memorability-at-scale\">\u003Cstrong>Outcome 1: Driving brand memorability at scale\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>For a major home electronics brand, standard video campaigns were chasing low-cost reach, often resulting in muted videos auto-playing in hidden browser tabs. We needed volume, but we needed it to mean something.\u003C\u002Fp>\n\n\n\n\u003Cp>Using our framework, we overrode the standard platform defaults to prioritise placements that could deliver Audible and Visible on Completion (AVOC), while still maintaining the broad targeting necessary for top-of-funnel growth.\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>The outcome:\u003C\u002Fstrong> We identified a direct, positive correlation between active attention and ad recall. By filtering out the silent, hidden impressions and reallocating that spend toward cost-effective active listening, we significantly increased how well consumers remembered the product, without sacrificing the overarching reach of the campaign.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"outcome-2-sustaining-engagement-efficiently\">\u003Cstrong>Outcome 2: Sustaining engagement efficiently\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>For a national charity client, capturing audience attention was critical to driving meaningful engagement.\u003C\u002Fp>\n\n\n\n\u003Cp>Rather than buying fast-scrolling, low-dwell placements for the sake of cheap volume, we shifted investment toward high-dwell environments where users spend more time actively engaging with content. We accepted a slightly higher upfront CPM, confident that the \u003Cem>effective\u003C\u002Fem> cost of reaching an attentive user would actually be lower.\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>The outcome:\u003C\u002Fstrong> By balancing quality and scale, these reputable publisher environments delivered an engagement rate 71% higher than our other display activity. It proved that you don’t have to sacrifice volume to get quality; you just have to buy smarter.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"the-challenge-to-you\">\u003Cstrong>The challenge to you\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>The future of programmatic requires us to take control of our media buying to guarantee actual human impact, without losing the scale that brands need to grow.\u003C\u002Fp>\n\n\n\n\u003Cp>The next time you review your brand awareness performance, look past the basic figures and ask these three questions:\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>Are we inflating our reach with low-quality, zero-attention MFA sites just to make our reports look good?\u003C\u002Fli>\n\n\n\n\u003Cli>Are we overpaying for hyper-niche attention at the expense of the broad scale our brand needs to grow?\u003C\u002Fli>\n\n\n\n\u003Cli>What is our true \u003Cstrong>Attentive Reach\u003C\u002Fstrong>: The actual volume of people experiencing our ad?\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>If your current setup forces you to choose between volume and quality, your budget is likely being underutilised. L\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\" data-type=\"link\" data-id=\"\u002Fget-in-touch\u002F\">et’s talk about how we can make your brand budget work harder\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FPaid-Media_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27529\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n",false,{"rendered":104,"protected":175},183,40071,"standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":175,"footnotes":5},[182],286,[],[185],288,[187,102,188,189,190,191,192,193],"post-40063","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-programmatic",[],[],[197,198,201,202],{"path":150,"name":151},{"path":199,"name":200},"\u002Fblog\u002F","Blog",{"path":113,"name":33},{"path":159,"name":103},"For years, the digital advertising industry has treated ‘reach’ as the ultimate proxy for brand awareness. If your ad hit a million screens, the campaign was a success. But as programmatic buying evolved, an uncomfortable truth emerged: A screen impression does not guarantee a human eye. Recently, the industry has swung hard in the opposite 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Whether through superb storytelling, captivating creatives, or perfect placements, display ads can tell powerful stories.\u003C\u002Fp>\n\n\n\n\u003Cp>In this blog, we’re showcasing five standout campaigns that caught our attention and made a lasting impact. More importantly, we’ll break down what made them so successful, so you can apply the same winning strategies to your campaigns 💡\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"1-disney-mastering-simplicity-and-star-power\">\u003Cstrong>1. Disney+: Mastering simplicity and star power\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"790\" height=\"400\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Fdisney-plus-display.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-33238\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fmegadigital.ai\u002Fen\u002Fblog\u002Fgoogle-display-ads-examples\u002F\">Source\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>During lockdown, Disney launched a large promotional campaign to introduce Disney+. You might remember these ads, because you couldn’t miss them! \u003C\u002Fp>\n\n\n\n\u003Cp>Disney’s \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fdisplay\u002F\">display ads\u003C\u002Fa> were everywhere, from high-impact takeovers to standard banners, all designed to capture new audiences and drive subscriptions to their new CTV platform. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-made-their-display-ads-so-effective\">\u003Cstrong>What made their display ads so effective?\u003C\u002Fstrong> \u003C\u002Fh3>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>The use of well-known characters:\u003C\u002Fstrong> Disney led with their strongest assets, using well-known, loved characters placed front and centre to immediately capture attention. \u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Simplicity and the power of branding: \u003C\u002Fstrong>Simplicity, when paired with strong branding, can be incredibly impactful. Consistent use of brand colours created a cohesive visual experience, while recognisable logos were strategically placed at the centre of the ads. Although the design was minimal, it made it effortless for audiences to associate the ads with Disney, creating a memorable and lasting brand connection.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Strong CTA: \u003C\u002Fstrong>The cherry on the cake was the strong, action-driven CTA: “Start Free Trial” placed prominently at the end. It’s simple, direct, and creates an immediate sense of a ‘no strings attached’ opportunity, encouraging users to engage without any confusion. \u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>💡Key takeaway:\u003C\u002Fstrong> Disney’s campaign is a perfect example of how using simple yet strong visuals, brand trust, and a clear action can turn a simple ad into a powerful driver of growth.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"2-new-york-times-building-trust-in-a-world-of-misinformation\">\u003Cstrong>2. New York Times: Building trust in a world of misinformation\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Fnew-york-times-display.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-33240\" width=\"407\" height=\"299\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fmediagcg.com\u002Fgoogle-display-ads-examples\u002F\">Source\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>In today’s digital climate, fake news and misinformation are everywhere, at just the click of a button. During a time of negativity around online media, The New York Times knew exactly how to address this issue and come out on top.\u003C\u002Fp>\n\n\n\n\u003Cp>Their display campaign positioned them as a trusted, credible source in a rapidly changing landscape, reassuring audiences that they could rely on them for quality, verified media. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-made-their-display-ads-so-effective\">\u003Cstrong>What made their display ads so effective?\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Tackling a real-world concern:\u003C\u002Fstrong> Instead of ignoring the noise around misinformation in media, The New York Times joined in with the conversation. They built their messaging around the promise of truth, making them stand out from competitors and offering audiences a clear, compelling reason to choose them over their competitors.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Simplicity and strong brand positioning:\u003C\u002Fstrong> At first glance, the ads might not seem flashy, but that’s exactly the point! The NYT used a clean, minimal design that stayed true to its established brand identity. The simple visuals and trusted logo reinforced their credibility and authority, allowing audiences to immediately associate the ad with the brand. By keeping the creative simple, they let the strength of their message shine through without distraction.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Personalised, engaging CTA:\u003C\u002Fstrong> The CTA, “See My Options” added a smart, personal touch. Rather than a generic “Subscribe Now,” it invited users to explore subscription packages in a way that felt more tailored to them, encouraging deeper engagement with the user.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>💡Key takeaway:\u003C\u002Fstrong> This display ad is a fantastic representation of using audience trust and cultural relevance to cut through the noise, and proves that in a chaotic world, audiences gravitate toward brands that they can rely on. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"3-dove-real-beauty-campaign\">\u003Cstrong>3. Dove: Real beauty campaign\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Fdove-real-beauty-display.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-33239\" width=\"654\" height=\"367\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.linkedin.com\u002Fpulse\u002Fbreaking-boundaries-doves-real-beauty-campaign-anem-bharath-5fgbc\u002F\">Source\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Dove is a leading brand in the beauty industry, particularly recognised for its advocacy of body positivity. The company has launched numerous successful campaigns centred around its ‘Real Beauty’ motto, promoting a more inclusive definition of beauty.\u003C\u002Fp>\n\n\n\n\u003Cp>In its Real Beauty \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fdisplay\u002F\">Display Campaign\u003C\u002Fa>, Dove used checklist-style visuals to challenge conventional beauty standards, addressing topics such as weight, ageing, and other common insecurities faced by women. These efforts aimed to replace unrealistic ideals with authentic representations of real people.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-made-their-display-ads-so-effective\">\u003Cstrong>What made their display ads so effective?\u003C\u002Fstrong> \u003C\u002Fh3>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>They got people talking:\u003C\u002Fstrong> These creatives weren’t just there to fill space — they sparked conversation. People saw themselves in the ads and resonated with Dove’s mission to tackle unrealistic beauty standards. The campaign encouraged audiences to share, comment, and actively engage with the brand’s message, turning passive viewers into passionate participants.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Real images, not retouched perfection:\u003C\u002Fstrong> No Photoshop. No flawless models. No glamour. Dove kept it real (literally). The ads featured real people with real bodies and real stories. This raw, stripped-back approach made the message of “Real Beauty” hit harder, because it felt honest and refreshing in an industry often built on ‘perfection’.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Staying relevant with the times: \u003C\u002Fstrong>Dove didn’t guess what their audience cared about — they listened. By using social listening and keeping a pulse on conversations around women’s beauty standards, Dove ensured their campaign stayed relevant. They spoke directly to the concerns and insecurities their audience had, for example, ageing or weight gain.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>💡Key takeaway:\u003C\u002Fstrong> Dove’s display ads were effective because they combined powerful, authentic visuals with meaningful messaging and thought-provoking questions that resonated with their audience, proving that honesty, relevance, and empathy are a winning combo in the display world.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"4-nintendo-switch\">\u003Cstrong>4. Nintendo Switch\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Fnintendo-switch-display.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-33241\" width=\"647\" height=\"338\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.engagebay.com\u002Fblog\u002Fdisplay-ad-examples\u002F\">Source\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Back in 2017, Nintendo dropped the Switch, its first new console since the Wii U back in 2012. But this wasn’t just another console; it was the first of its kind, allowing gamers to ‘play their way’ via handheld device or on a larger screen, both individually and multiplayer. \u003C\u002Fp>\n\n\n\n\u003Cp>Thanks to Nintendo’s great brand affinity, they’ve used bold visuals using brand colours, alongside clear, concise text to help market the new product to the audience. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-made-their-display-ads-so-effective\">\u003Cstrong>What made their display ads so effective?\u003C\u002Fstrong> \u003C\u002Fh3>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Crisp, bold visuals:\u003C\u002Fstrong>  Simple visuals highlight the versatility of the console – a brand new way to game, mixing the perks of both a console and a handheld device, desirable to the users to ‘play their way’\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Simple, enticing CTA:\u003C\u002Fstrong>\u003Cstrong> \u003C\u002Fstrong>The ads featured a simple, clickable call-to-action that hinted at special offers, enough to spark interest without overwhelming the viewer. By leaving out details like pricing or tech specs, the ad created a sense of curiosity, encouraging gaming fans to click through and explore the console for themselves. It struck the perfect balance: enough information to intrigue, but not so much that it gave everything away.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Strong brand recognition\u003C\u002Fstrong>\u003Cstrong>:\u003C\u002Fstrong> Nintendo’s long-standing reputation played a big part in this successful campaign. Fans already knew and trusted the brand, so when they saw the familiar logo and colours paired with an exciting new product, the ads didn’t need to work overtime — they just needed to remind people why they loved Nintendo in the first place.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>💡Key takeaway\u003C\u002Fstrong>\u003Cstrong>:\u003C\u002Fstrong> Nintendo’s display ads succeeded by blending clean visuals, smart messaging, and strong brand recognition — all while showing exactly how their product fits into everyday life.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"5-adobe-creative-cloud\">\u003Cstrong>5. Adobe Creative Cloud\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002Fadobe-creative-cloud-display.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-33237\" width=\"460\" height=\"452\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.engagebay.com\u002Fblog\u002Fdisplay-ad-examples\u002F\">Source\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Adobe is a pioneer in creative technology, and its Creative Cloud product has become a go-to tool for everyone from aspiring artists to seasoned creative professionals. So, it only made sense for their Creative Cloud display campaign to align seamlessly with the brand’s bold, imaginative voice\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"what-made-their-display-ads-so-effective\">\u003Cstrong>What made their display ads so effective?\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Creativity and Colour: \u003C\u002Fstrong>Adobe’s ads fully embraced the essence of their brand, with their visuals intentionally crafted to catch the eye of design-savvy audiences. Rather than relying heavily on text, the ads let the product’s capabilities speak for themselves through stunning visuals and dynamic colour schemes. This approach not only highlighted what Adobe can do but also mirrored the artistic flair of the audiences they want to reach.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong> Sequential Messaging: \u003C\u002Fstrong>Adobe didn’t take a one-size-fits-all approach. Instead, they strategically used sequential messaging to reach various audience segments, with creatives tailored to students, freelance designers, to enterprise users. These ads focused on specific features, pricing plans, and use cases, building awareness and driving conversions through a thoughtfully staged campaign journey.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong> Varied, Targeted CTAs: \u003C\u002Fstrong>Recognising that different users are motivated by different triggers, Adobe crafted clear, audience-specific calls to action like “Join Now,” “Start Free Trial,” or “Buy Now.” This not only made the path to conversion easier but also demonstrated Adobe’s deep understanding of user intent and behaviour at different stages of the funnel.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>\u003Cstrong>💡Key takeaway:\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Adobe’s Creative Cloud display campaign succeeded because it practised what the brand preaches — creativity, clarity, and user-centric design. By blending eye-catching visuals with strategic messaging and actionable CTAs, Adobe effectively turned its ads into a reflection of the creative world it serves.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-can-we-learn-from-these-display-ads\">\u003Cstrong>What can we learn from these display ads?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Whether you’re a big household brand or a small start-up, there’s a lot to learn from these ads. The five campaigns explored prove that great display ads aren’t just about good design. They’re about clarity of message, audience empathy, strategic execution, and staying true to brand values.\u003C\u002Fp>\n\n\n\n\u003Cp>Whether it’s Disney’s star power, the New York Times’ trust-driven messaging, Dove’s authenticity, Nintendo’s playful visuals, or Adobe’s creative precision, each campaign teaches a valuable lesson: relevance, simplicity, and bold creativity win attention. \u003C\u002Fp>\n\n\n\n\u003Cp>Without great \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fdigital-marketing\u002Fcreative\u002F\">Display creatives\u003C\u002Fa>, there is only so far audience targeting and placement can go! \u003C\u002Fp>\n\n\n\n\u003Cp>As you plan your next campaign, think beyond impressions and clicks. Think impact. The kind that sparks emotion, starts conversations, and leaves your audience remembering not just your ad, but your brand.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fprogrammatic\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FPaid-Media_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27529\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\u003C\u002Fdiv>",{"rendered":116,"protected":175},33248,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":5,"_yoast_wpseo_metadesc":5,"inline_featured_image":175,"footnotes":5},[182],[],[185],[495,102,188,189,190,191,192,193],"post-33229",[],[],[499,500,501,502],{"path":150,"name":151},{"path":199,"name":200},{"path":113,"name":33},{"path":159,"name":115},"The most effective display ads rise above the noise, capture attention, and leave a lasting impression. Whether through superb storytelling, captivating creatives, or perfect placements, display ads can tell powerful stories. In this blog, we’re showcasing five standout campaigns that caught our attention and made a lasting impact. More importantly, we’ll break down what made 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Display campaigns that captivated audiences and what you can learn from them - 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brands face a lot of challenges when it comes to digital marketing—finding and reaching the right decision-makers, targeting niche audiences, and keeping up with ever-changing buying behaviours, to name a few! And with so much competition in the market for the same audience, it’s not always easy to stand out.\u003C\u002Fp>\n\n\n\n\u003Cp>At Impression, we get it. That’s why we’re excited to help you leverage a smarter, more automated, and highly precise way to connect with your audience, giving you the power to optimise, adjust, and automate in real time based on performance metrics, all through the power of \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fprogrammatic\u002F\">Display & Video advertising\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#why-display-video-is-a-great-tactic-for-b2b-brands\">Why Display & Video is a great tactic for B2B brands\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#9-reasons-why-you-should-include-display-video-activations-in-your-b2b-strategy\">9 reasons why you should include Display & Video activations in your B2B strategy\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#1-precise-targeting\">1. Precise targeting\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#2-cost-efficiency\">2. Cost efficiency\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#3-real-time-optimisation\">3. Real-time optimisation\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#4-cross-channel-integration\">4. Cross-channel integration\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#5-scalability\">5. Scalability\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#6-enhanced-personalisation\">6. Enhanced personalisation\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#7-data-driven-insights\">7. Data-driven insights\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#8-access-to-premium-inventory\">8. Access to premium inventory\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#9-improved-lead-generation\">9. Improved lead generation\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"why-display-video-is-a-great-tactic-for-b2b-brands\">\u003Cstrong>Why Display & Video is a great tactic for B2B brands\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>People are spending more time \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fnew-spaces-to-drive-awareness-for-dtc-brands-and-retailers\u002F\">connected to the digital world than ever before\u003C\u002Fa>, especially in spaces that traditional social media and paid search can’t always reach. Display & Video advertising can help reach users all over the web and beyond, using automated buying methods, machine learning and algorithms to supercharge data and targeting capabilities. \u003C\u002Fp>\n\n\n\n\u003Cp>In simple terms, Display & Video allows you to tap into highly specific data points—like demographics, location, browsing behaviour, and interests—meaning you can hyper-focus on reaching the right business decision-makers at moments they’re most likely to take action. It also gives you access to premium inventory—high-quality, trusted websites, apps, and video content such as respected news outlets, industry publications, and platforms like YouTube. These brand-safe placements help ensure ads appear in environments that reflect well on your business and are more likely to capture the attention of relevant, engaged audiences.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fprogrammatic\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FPaid-Media_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27529\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"9-reasons-why-you-should-include-display-video-activations-in-your-b2b-strategy\">\u003Cstrong>9 reasons why you should include Display & Video activations in your B2B strategy\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"1-precise-targeting\">\u003Cstrong>1. Precise targeting\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Display & Video advertising leverages advanced \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fmedia-solutions\u002Fmeasurement\u002F\">data analytics\u003C\u002Fa> to target highly specific B2B audiences. By integrating third-party data providers like \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fbombora.com\u002F\">Bombora\u003C\u002Fa> and \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fliveramp.com\u002F\">LiveRamp\u003C\u002Fa>, leveraging account-based marketing (ABM) lists, and utilising Google’s behavioral data, advertisers can reach key decision-makers and niche sectors often inaccessible through other paid media channels, ensuring their message resonates with the right audience.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"2-cost-efficiency\">\u003Cstrong>2. Cost efficiency\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>For B2B clients, Programmatic advertising offers a highly efficient way to reach decision-makers through advanced automated bidding algorithms to ensure your ads appear in the most relevant placements, targeting professionals actively searching for solutions like yours. This minimises wasted spend on unqualified leads and maximises your ad exposure to high-value prospects. Real-time analytics can also provide full budget transparency, helping you track engagement, refine targeting, and focus spend on the channels that drive the highest ROI.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"3-real-time-optimisation\">\u003Cstrong>3. Real-time optimisation\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>B2B customer lifecycles can be long and complex. Display and Video advertising allows you to monitor and optimise ads in real-time. By adjusting campaigns based on performance metrics like click-through rates (CTR), impressions, and conversions, you can maximise your ROI and support your sales pipeline more effectively by refining your strategies as you go.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"4-cross-channel-integration\">\u003Cstrong>4. Cross-channel integration\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Display & Video enables seamless integration of your campaigns across multiple channels—display, video, mobile, audio, and beyond—ensuring a consistent message and cohesive brand experience, regardless of where your audience engages. \u003C\u002Fp>\n\n\n\n\u003Cp>For example, you might engage a key decision-maker at one of your target companies with a display ad during work hours, then seamlessly re-target them later at home via CTV, reinforcing your brand and deepening awareness across touchpoints.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"5-scalability\">\u003Cstrong>5. \u003C\u002Fstrong>\u003Cstrong>Scalability\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Through media marketplaces and direct partnerships, Display & Video advertising grants access to multiple digital channels, opening up a world of possibilities!  From websites and mobile apps to audio platforms, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fvideo-youtube\u002F\">YouTube\u003C\u002Fa>, and \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Flinear-vs-connected-tv-advertising\u002F\">Connected TV\u003C\u002Fa> (CTV), the reach is expansive. \u003C\u002Fp>\n\n\n\n\u003Cp>The ecosystem lets you scale campaigns quickly, both globally and localised. This ensures you can reach your audience across premium inventory, anytime and anywhere, beyond walled gardens like social media platforms.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"6-enhanced-personalisation\">\u003Cstrong>6. Enhanced personalisation\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>By analysing user data and behavior, you can craft tailored ad experiences and messaging that resonate with your B2B prospects, addressing their unique challenges with your products and services. This personalised approach not only enhances brand recall but can also help drive higher conversion rates by targeting the specific pain points of your audience.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"7-data-driven-insights\">\u003Cstrong>7. Data-driven insights\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Display & Video platforms offer robust analytics and reporting, providing valuable insights into campaign performance, audience engagement, and ROI. These data-driven insights can help you to make informed decisions and optimise future campaigns for even better outcomes. For instance, site reports can highlight which websites and apps are performing best against KPIs, allowing you to adjust investment levels accordingly. Similarly, insights into audience demographics, targeting, devices, and more enable precise adjustments to maximise campaign effectiveness.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"8-access-to-premium-inventory\">\u003Cstrong>8. Access to premium inventory\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Display & Video platforms allow advertisers to place their ads on high-quality, trusted websites and apps by working directly with premium publishers—well-known outlets with reputable content, like major news sites or streaming platforms. This access is typically arranged through private marketplaces (invite-only platforms where advertisers can bid for exclusive ad space) or programmatic guaranteed deals (pre-negotiated agreements that lock in specific placements and pricing without the need for real-time bidding). This approach locks in prices and secures guaranteed ad space, ensuring your ads reach B2B decision-makers in trusted settings. This approach can help build trust and awareness with your audience, as well as drive leads and conversions. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"9-improved-lead-generation\">\u003Cstrong>9. Improved lead generation\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>By combining precise targeting with effective retargeting strategies, Display & Video advertising nurtures leads throughout the entire sales funnel. With more relevant and focused ads, you’re better positioned to engage high-value prospects and drive quality leads.\u003C\u002Fp>\n\n\n\n\u003Cp>By leveraging these strategies, you can streamline your \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fsectors\u002Fb2b-marketing-agency\u002F\">B2B advertising\u003C\u002Fa> efforts, foster deeper engagement with your target audience, and ultimately drive better results across your campaigns. \u003C\u002Fp>\n\n\n\n\u003Cp>If you want support with your next Display & Video campaign, check out our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fprogrammatic\u002F\">programmatic service offering\u003C\u002Fa> or \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> with our team.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fprogrammatic\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FPaid-Media_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27529\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n",{"rendered":126,"protected":175},32840,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":676,"_yoast_wpseo_metadesc":677,"inline_featured_image":175,"footnotes":5},"9 ways to reach B2B decision makers with Display & Video advertising | Impression","Display & Video taps into highly specific data points for B2B decision makers—like demographics, location, browsing behaviour, and interests.",[182],[],[185],[682,102,188,189,190,191,192,193],"post-32835",[],[],[686,687,688,689],{"path":150,"name":151},{"path":199,"name":200},{"path":113,"name":33},{"path":159,"name":690},"9 ways to reach B2B decision makers with Display & Video 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:attachment":838,"wp:term":841,"curies":848},[815],{"href":816,"targetHints":817},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F32835",{"allow":818},[436,437,438,439,440],[820],{"href":443},[822],{"href":446},[824],{"embeddable":97,"href":449},[826],{"embeddable":97,"href":827},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=32835",[829],{"count":107,"href":830},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F32835\u002Frevisions",[832],{"id":833,"href":834},32882,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F32835\u002Frevisions\u002F32882",[836],{"embeddable":97,"href":837},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F32840",[839],{"href":840},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=32835",[842,844,846],{"taxonomy":468,"embeddable":97,"href":843},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=32835",{"taxonomy":471,"embeddable":97,"href":845},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=32835",{"taxonomy":145,"embeddable":97,"href":847},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=32835",[849],{"name":477,"href":478,"templated":97},{"id":851,"date":852,"date_gmt":852,"guid":853,"modified":138,"modified_gmt":138,"slug":855,"status":19,"type":102,"link":137,"title":856,"content":857,"excerpt":859,"author":177,"featured_media":860,"comment_status":20,"ping_status":20,"sticky":175,"template":5,"format":179,"meta":861,"categories":863,"collections":864,"coauthors":865,"class_list":866,"acf":868,"head_links":869,"breadcrumbs":870,"url_path":137,"search_description":875,"featured_image_urls":876,"authors":908,"type_nicename":250,"reading_minutes":107,"category":918,"yoast_title":862,"yoast_meta":920,"yoast_json_ld":946,"_links":997},32101,"2025-03-19T16:07:32",{"rendered":854},"\u002F?p=32101","digital-out-of-home-media-strategy",{"rendered":135},{"rendered":858,"protected":175},"\n\u003Cp>Digital out-of-home (DOOH) is no longer confined to iconic locations like Times Square or Piccadilly Circus. It’s everywhere: on your commute to work, at the supermarket, in the gym…there are now hundreds of thousands of digital out-of-home ad placements across the UK and beyond.\u003C\u002Fp>\n\n\n\n\u003Cp>Did you know that digital out-of-home advertising now reaches \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.iabuk.com\u002Fcompass\u002Fdooh#:~:text=According%20to%20research%20from%20Route,channels%2C%20e.g.%20static%20display%20ads.\">70% of UK adults\u003C\u002Fa> and is projected to account for \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.youtube.com\u002Fwatch?v=o7IHXAHFJbY\">45%\u003C\u002Fa> of total out-of-home advertising spending by 2027? The growth of DOOH is undeniable, and it’s time to understand why you should leverage this dynamic tool. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"the-rise-of-digital-out-of-home\">\u003Cstrong>The rise of digital \u003C\u002Fstrong>out-of-home\u003C\u002Fh2>\n\n\n\n\u003Cp>DOOH doesn’t just capture attention—it elevates brand perception amongst your audience. \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.clearchannel.co.uk\u002Fnew-to-out-of-home\u002Fdigital-out-of-home-advertising-the-definitive-guide\u002Fdooh-statistics-market-trends#:~:text=Premium%20DOOH%20usually%20refers%20to,screens%20in%20high%2Dtraffic%20areas.&text=When%20exposed%20to%20large%20format,example%20of%20large%20format%20DOOH.\">Clear Channel\u003C\u002Fa> reports that brand consideration increases by an average of 6% when audiences are exposed to DOOH. \u003C\u002Fp>\n\n\n\n\u003Cp>This is thanks to DOOH’s ability to engage audiences beyond their devices, in real-life scenarios, without feeling invasive. Instead of presenting a traditional ad to a mobile or device, DOOH can seamlessly integrate your brand into high-traffic, contextually relevant environments—offering advertising that feels natural and engaging.\u003C\u002Fp>\n\n\n\n\u003Cp>For example, It’s reported that \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Feconomictimes.indiatimes.com\u002F70-of-purchasing-decisions-are-made-in-store\u002Farticleshow\u002F3816087.cms\">70% of buying decisions \u003C\u002Fa>are determined in-store, making this a crucial time for your products to stand out and capture attention. DOOH allows you to get in front of potential buyers at the point of purchase, such as in convenience stores, shopping malls, or general retail stores.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"why-programmatic-dooh-vs-standard-dooh\">\u003Cstrong>Why Programmatic DOOH vs Standard DOOH?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>First, let’s understand the difference between the two. \u003C\u002Fp>\n\n\n\n\u003Cp>Traditional DOOH usually consists of\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>static ads\u003C\u002Fli>\n\n\n\n\u003Cli>limited targeting options\u003C\u002Fli>\n\n\n\n\u003Cli>fixed locations\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Programmatic DOOH usually consists of:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>dynamic content\u003C\u002Fli>\n\n\n\n\u003Cli>real-time data\u003C\u002Fli>\n\n\n\n\u003Cli>precision targeting\u003C\u002Fli>\n\n\n\n\u003Cli>flexible delivery\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>By extending programmatic and social campaigns into the real world, DOOH helps brands connect with consumers beyond social media, TV, or audio, reinforcing messaging across multiple touchpoints. Combining programmatic data with DOOH ensures consistent online and offline presence, enhancing brand recall and maximising impact across multiple channels—delivering a cohesive and memorable consumer journey.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"the-benefits-of-programmatic-dooh\">\u003Cstrong>The benefits of Programmatic DOOH\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Programmatic DOOH empowers advertisers to harness real-time data signals, enabling them to connect with their audience at the most relevant moment. Some of these features include:\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"dayparting\">Dayparting\u003C\u002Fh3>\n\n\n\n\u003Cp>Target people during specific times of the day when your message is most impactful. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Example:\u003C\u002Fstrong> \u003Cem>A restaurant may want to target its audience in the evening when people are likely to be looking for somewhere to grab dinner\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"video-capability\">Video capability\u003C\u002Fh3>\n\n\n\n\u003Cp>Programmatic DOOH enables advertisers to incorporate dynamic video assets into their out-of-home campaigns—an innovation that traditional OOH cannot offer.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"geotargeting\">Geotargeting\u003C\u002Fh3>\n\n\n\n\u003Cp>Deliver location-specific ads on digital screens, perfectly aligned with the local audience.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Example: \u003C\u002Fstrong>\u003Cem>A retail store could reach potential customers by utilising screens placed near their store locations. In turn, this could increase foot traffic as ads appear on screens right outside your stores.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"personalised-messaging\">\u003Cstrong>Personalised Messaging\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Reportedly, OOH ads have a higher recall rate than online ads, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Foneday.agency\u002Fblog\u002Fis-ooh-effective-the-benefits-of-ooh-advertising#:~:text=OOH%20advertising%20is%20a%20medium,1)\">with over 80% of people recalling seeing a printed or digital OOH ad\u003C\u002Fa>. DOOH can push this recall further by tailoring your messages in real-time using data insights.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Example: \u003C\u002Fstrong>\u003Cem>creating urgency with a countdown to an upcoming sale.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"weather-triggers\">\u003Cstrong>Weather Triggers\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Adapt your ads based on weather conditions.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Example:\u003C\u002Fstrong>\u003Cem> Is it raining? Promote sunny getaways offered by your airline to capture attention during a time when people are most likely to want to get away\u003C\u002Fem>.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"interactive-screens\">\u003Cstrong>Interactive Screens\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Elevate your DOOH campaigns with interactive formats that stand out in crowded environments. These not only create a personal connection with your audience but also collect valuable real-time data, enhancing engagement and fostering brand loyalty.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Example: \u003C\u002Fstrong>\u003Cem>Cadbury launched their interactive \u003C\u002Fem>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsecretsanta.cadbury.co.uk\u002F\">\u003Cem>Secret Santa campaign\u003C\u002Fem>\u003C\u002Fa>\u003Cem>, which is a perfect example of getting your audience engaged with your DOOH strategy.\u003C\u002Fem>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"mobile-x-dooh-integration\">\u003Cstrong>Mobile X DOOH integration\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>It’s never been easier to combine \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.vistarmedia.com\u002Fblog\u002Fcreative-ways-to-advertise-dooh-mobile?hsLang=en\">mobile and programmatic DOOH\u003C\u002Fa>, through mobile retargeting. This allows brands to build on the connections you’ve already established, creating additional touchpoints that reinforce your brand message\u003C\u002Fp>\n\n\n\n\u003Cp>With the ability to harness real-time data and optimise messaging, programmatic DOOH is primed to take your brand engagement to new heights.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"why-is-now-time-to-invest-in-programmatic-dooh\">\u003Cstrong>Why is now time to invest in Programmatic DOOH?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Each year landmark events are taking place that generate global engagement with high-profile events such as the Rugby World Cup, United Nations Climate Change Conference, and the World Expo. These events provide unmatched opportunities for brands to connect with large, diverse audiences at scale. In a post-pandemic world where outdoor experiences are more valued than ever, programmatic DOOH allows advertisers to capitalise on these moments. \u003C\u002Fp>\n\n\n\n\u003Cp>Positioning your brand at major events or in premium locations not only builds trust but also elevates its image, creating an air of luxury and exclusivity. Matched with dynamic targeting powered by advanced data integration, while real-time budget reallocation and creative optimisation maximise ROI and cost efficiency, and this brings unmatched precision for advertisers. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fprogrammatic\u002F\">Programmatic DOOH advertising\u003C\u002Fa> is your gateway to engaging audiences at the right moment, on a massive scale, with precision and creativity. \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">Get in touch to speak to a programmatic specialist.\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FPaid-Media_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27529\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n",{"rendered":136,"protected":175},32111,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":862,"_yoast_wpseo_metadesc":5,"inline_featured_image":175,"footnotes":5},"The role of Digital Out of Home in your Media Strategy | Impression",[182],[],[185],[867,102,188,189,190,191,192,193],"post-32101",[],[],[871,872,873,874],{"path":150,"name":151},{"path":199,"name":200},{"path":113,"name":33},{"path":159,"name":135},"Digital out-of-home (DOOH) is no longer confined to iconic locations like Times Square or Piccadilly Circus. It’s everywhere: on your commute to work, at the supermarket, in the gym…there are now hundreds of thousands of digital out-of-home ad placements across the UK and beyond. Did you know that digital out-of-home advertising now reaches 70% of 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