Display advertising is intended to stand out and utilises rich media such as video and pictures to deliver creative to targeted audiences across the network. Google is a major player in display advertising but it is not the only one. There are many ways to access publishers in the display space and there are many formats that can be utilised.
For most businesses however Google’s Display Network provides excellent coverage and accountability in its ad serving and for small budgets this is an ideal place to begin. For larger campaigns, cross channel ad platforms such as Marin, AdRoll, Kenshoo and Sizmek can deliver a wider portfolio and by integrating with DSPs can also allow real time bidding.
You may have heard the term remarketing used from time to time and you have more than likely experienced it in action when you’re surfing the web. Ever since you looked at that holiday or clicked on those shoes, ads seem to follow you around everywhere. Remarketing via the display network is one of the many ways you can re target potential leads, if it is done well it can be very effective, if done badly however it can be annoying and damage all chances of engaging further with a lead.
When it’s Proven it works.