Display Advertising Agency

What is display advertising?

Display ads offer digital advertising across websites and apps through image, video, text and audio formats.

These ads are interactive, allowing your audience to engage with your ad to learn more about your product or service by clicking through to your website. Display advertising can support a number of different goals from driving brand awareness and traffic to generating leads and boosting conversions.

You can overlay multiple signals on display ads including behavioural, contextual, geographical, device, time of day, for example. By including your first-party audience data, you can remarket to engaged users who have already visited your site and encourage them to return and complete a purchase.

With our display advertising services, you can also:

Advertise in different formats
Show ads on websites that are relevant to what you’re selling
Show your ads to the people who are the most likely to be interested

This type of advertising is an efficient way of reaching your audience, providing scalability and easy optimisation.

In order to be successful in your display advertising, you’ll need:

1

Creative Assets

One benefit is the ability to share ads in various formats, including text, banners, interactive and video ads. Creative diversification is key to success and your assets should be purposefully created for the platform they’re shown on to target users effectively.

2

Bidding Strategy

Because the display network is so extensive, you could easily spend a huge amount of budget on getting those placements across a wide range of sites. We’ll help you make the most of your budget by implementing bid strategies to invest media spend more efficiently, ensuring that you're always delivering against your goals.

3

Campaign Strategy

We structure your campaigns in response to your specific goals, allowing maximum control over performance and budget, and ensuring granular reporting. It’s our highly strategic approach that sets us apart from other display advertising companies.

4

Measurement and CRO

Measuring the success of your campaign is essential for businesses that want to optimise their spend for as many conversions as possible. We’ll help you track the results of your campaign and implement CRO (conversion rate optimisation) techniques to increase sales and revenue.

Our approach to display advertising

Display advertising can be run through a number of ad networks, including the Google Display Network via Google Ads or Google Marketing Platform DV360.

With access to the entire Google Marketing Platform suite, including full access to programmatic display and video advertising through DV360, we can help your business reach new audiences through custom audience definitions and integrations.

As a leading display ad agency, we’ll provide strategic, data-led advice and work with you to understand your target audience and how to reach them. Our team goes beyond providing purely tactical display advertising services to become an effective arm of your wider marketing strategy.

We’re huge advocates of display networks here at Impression. Not only do click/view costs tend to be lower, but there are also lots of opportunities to show your ad to an audience that is highly engaged in your industry, by carefully selecting the websites to display on.

From prospecting to remarketing

Prospecting is the first step of a successful display campaign. Building brand awareness within your target audience is crucial if you want to engage them to the extent that they will return to your brand when they are ready to make a purchase in the future.

As part of our display advertising service offering, we first leverage what we know about your target audience – who they are, where they are and how to speak to them. We reflect this in our campaign strategy, creative and targeting to make sure we are reaching them in the right place, at the right time with the right message.

We strictly control frequency caps to ensure their ad experience is a positive one. Formats like video and custom branded formats on publisher sites allow us to be eye-catching, directing attention towards the brand. Measurement tactics such as brand lift studies help us understand the impact of our advertising beyond media metrics, to detect tangible shifts in audience behaviour resulting from our advertising.

After you’ve reached and engaged a new user, it’s crucial to remain front of mind, drawing them back to help them transition seamlessly through the customer journey.

Remarketing allows you to re-engage with prospects who have previously engaged with your site, utilising first-party data to identify warm audiences.

Your warm audiences are then served tailored creative that aims to drive them back to your site to learn more about how your brand can help them achieve their goals.

Following a conversion, users are excluded from campaign activity (at least for a while!) so that you can focus your efforts on your audience who is engaged – but not quite fully committed. This approach reduces wastage and maximises your ROI.

By working alongside a specialist display advertising company like us, you can rest assured that your ads will always be served to prospects in the right place and at the right time, whichever stage of the customer journey they are at.

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