Display marketing – an overview

Display marketing is a discipline of performance marketing focused on making performance quantitatively measurable. It is also commonly referred to as display advertising or banner ads. But what exactly does this entail, and what goals can be achieved in terms of targeting, retargeting, and branding? We have explored the topic of display marketing and its potential for boosting revenue for businesses, and compiled the most important information in our blog.

What is display marketing?

Display marketing, as part of performance marketing, relies on graphical advertising elements published across platforms like the Google Display Network, or third-party websites and shops. These often include elements such as banners, buttons, as well as advertising images and text content.

Visual stimuli are used to encourage users to click on the banner ad. They are then redirected to an optimized landing page that delivers clear core messages and encourages them to take action, such as making a purchase.

What role do targeting and retargeting play?

Display advertising is one of the fastest-growing ad formats in online marketing. This process is supported not only by new technologies but also by contemporary display advertising in the mobile and social media sectors.

Well-developed targeting is crucial to success here. This allows consumers to be addressed precisely, enabling advertising companies to significantly reduce wastage. This advertising format is not only interesting for acquiring new customers, but also for retargeting.

In performance marketing, the goal is to offer a user who has already viewed a display ad but has not yet taken action additional, dynamic display banners to bring them back to the landing page or the shop.

What are the advantages of display marketing?

Display marketing enables companies to generate a wide reach and address different target groups. The advertising formats in display advertising are very diverse and offer the option of developing products and services in tailor-made campaigns for the target group. Programmatic advertising is used to complement this, whereby online advertising space is purchased and sold fully automatically or individually.

Different tracking methods ensure that display marketing campaigns can be evaluated accurately. Thanks to a large reach, it becomes possible to increase brand awareness and thus sustainably strengthen your branding.

In addition, monitoring and reporting are very easy in display marketing. Campaigns can be monitored in a results-oriented manner and adjusted effectively.

Unlike with print advertising materials, in performance marketing, the ad messaging can be precisely tailored to the target audience, minimizing wastage. Additionally, the decision-making period until the actual purchase is shortened, which can lead to a significant increase in revenue.

What formats are available?

Display banners can have different static shapes and can be placed as leaderboards, billboards, skyscrapers, or content ads, for example, but also as mobile banners in various sizes.

However, responsive display ads are also possible, in which ad titles, images, and text lines are stored and dynamically adjusted to be displayed in the best possible combination for the target group.

How can display advertising be implemented in practice?

Display ads can be placed and optimized via search engines such as Google and Bing, as well as via programmatic advertising platforms. Detailed analysis and efficient budget allocation ensure that Google, Microsoft, and programmatic advertising accounts function properly.

For the placement of display ads, the right network is essential. Here, there is the option to use SEA ads platforms with a large reach, such as the Google Display Network, to target ads on the pages and shops where your audience is active.

Our outlook for businesses: Ensure measurable success in online marketing. We support you in the first step with the right analysis and strategy.

Display marketing offers you a wide range of opportunities to reach your target audience while keeping track of campaign progress through selected key performance indicators (KPIs). Talk to us about suitable platforms and the practical implementation of your display banners.