Digital display advertising
The old man of internet advertising. Digital display has been around the block a few times and it keeps on coming. From programmatic to private marketplaces and premium placements there's an approach to suit any budget and objective.
Back in the early noughties, when digital display advertising really started to catch on, it was a paradox: antiquated, yet modern. You had to print off and fax the IO to secure inventory… then the ads appeared as if by magic on the internet.
These days the fax machine is gone, digital display is truly digital, and we all now know the internet isn't really magic.
Ever since the first impressions went live, digital display has been the testing ground for advances in ad tech. Faster trading, more sophisticated targeting and the use of machine learning were all innovations driven by digital display advertising. Programmatic buying is now embraced across the media channel mix, but it all started with digital display.
Yes, there have been bumps in the road: opaque supply chains, measurement issues, ad fraud to name a few. But digital display is still alive and kicking and blossoming into a new era of effectiveness.
It's scalable, flexible and trackable. There are so many ways to get your brand's message in front of consumers, from animated, audio enabled, rich media to traditional static ad formats. You can choose from high impact home page takeovers creating brand stature, all the way to the longest of long tails driving efficiency at the bottom of the funnel.
Digital display advertising has come of age. We've been helping our clients succeed in this fast-changing channel for over two decades. We're experts in what works and integrating digital display into the wider comms mix, and we’re excited to embrace the next wave of innovation to help our clients grow.
Our tactics
Services
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Our clients
Nesta
YouTube / Paid Search / Paid Social / Radio
Warming homes not the planet...
Revlon
YouTube / BVOD / Paid Social
Driving sales for retailers across the UK and Germany...
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FAQs
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Digital display advertising refers to visual-based ads that appear on websites, apps, and social media platforms. These ads can include images, videos, banners, and interactive formats, designed to attract attention and drive engagement or conversions.
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- Banner ads – Static or animated ads displayed at the top, bottom, or sides of web pages.
- Video ads – Short-form video advertisements that play before, during, or after content.
- Rich media ads – Interactive ads with features like animations, pop-ups, or expandability.
- Native ads – Ads that blend seamlessly with website content for a non-disruptive experience.
- Retargeting ads – Ads shown to users who have previously visited your website to encourage conversions.
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Digital display ads are typically bought through programmatic advertising platforms or direct placements. They use audience targeting options such as:
- Demographics – Age, gender, location, and interests.
- Behavioural targeting – Based on browsing history and online activity.
- Contextual targeting – Placing ads on websites relevant to your industry or topic.
- Retargeting – Serving ads to users who have previously interacted with your brand.
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- Click-through rate (CTR) – The percentage of users who click on your ad.
- Conversion rate – The number of users who complete a desired action after clicking.
- Impressions – The number of times your ad is displayed.
- Viewability rate – Measures whether an ad was actually seen by users.
- Return on ad spend (ROAS) – Evaluates the financial return from your ad campaign.
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- Keep it visually appealing – Use high-quality images, bold colours, and clear branding.
- Make the message concise – Use short, compelling text with a strong value proposition.
- Include a clear call-to-action (CTA) – Guide users towards the desired action (e.g., "Shop Now," "Learn More").
- Optimise for mobile – Ensure ads are responsive and display correctly on all devices.
- Test and refine – Use A/B testing to experiment with different creatives and messaging.
To get started you can call 01598 760700
or email [email protected]
