In today’s media landscape, fragmentation is increasing, making it essential to understand each channel well to create the right mix. One important channel is display advertising, visual ads like banners placed across the open web, often via programmatic advertising. This blog provides a brief overview of display advertising and how it can benefit you, along with tips to use it smartly in your DSP. ⸻

What Is Display Advertising?

Display advertising refers to placing visual ads, such as banners or images, on websites, apps, and other online platforms. It’s used to attract users’ attention and engage them with a brand, product, or service. These ads appear in strategic locations on web pages or even within content itself. The goal isn’t just immediate conversions but building brand awareness and influencing potential customers throughout their online journey through targeted placements.

Display Advertising Is Not a Last-Click Channel

Display ads are often not considered ideal for generating last-click conversions. Instead, they serve as a platform to boost brand awareness or spark interest. It’s about creating a presence where potential customers spend time online. Through compelling banners and rich media, advertisers can show CTAs and capture user attention. While this can lead to later conversions, display advertising is better suited for awareness and prospecting goals.

Hyper-Targeted Advertising for Every Audience

One of the most compelling reasons to embrace display advertising is the wide variety of targeting options available. Whether targeting business clients (B2B) or consumers (B2C), display advertising can be tailored to specific demographics, behaviors, and interests of the audience. This targeting enables advertisers to deliver their message to people who are likely to be interested. For B2B, using broad audiences is less effective; instead, selecting specific titles, such as those from Vakmedianet.nl or FD Media groep specific titles can be chosen. For B2C, DSP data can be utilized, or collaborations can be made with Dutch publishers like DPG and Mediahuis.

Partnering with Quality Publishers

Choosing where to place your display ads is crucial. Working with reputable publishers such as DPG, Mediahuis, or Talpa not only boosts your ad credibility but also builds trust and transparency with your audience. Advertising on trustworthy websites increases your chances of success.

Tips for Effective Display Advertising

To run successful display campaigns, deploying skilled specialists is vital. Here are some quick tips:

• Inclusion Over Exclusion Use a strict inclusion list rather than an exclusion list to focus on premium placements that align with your brand and audience, minimizing misplaced ads.
• Challenge Google Audiences: Google’s audience segments are helpful but should be tested and not blindly trusted. This helps you maintain control and reach the right targets.
• Use Third-Party Tools Utilize tools like MOAT or DoubleVerify to monitor impression quality and ensure ads run on safe, reliable platforms.
• Custom Algorithms for Optimal Results: Collaborate with your Demand Side Platform (DSP) to create custom algorithms. This ensures your DSP understands your goals and strategies for more efficient ad optimization.

Display advertising offers a powerful platform to engage users in context, build brand awareness, and leave a lasting impact. By leveraging hyper-targeted strategies, partnering with premium publishers, and applying a strategic approach, you can turn display advertising into a key marketing asset.

If you don’t yet have a skilled specialist or just want to brainstorm. get in touch with us .