Five Best Practices for Display

by David Hill, Senior Product Manager

Before I started working on display advertising, I always thought of display the way most Internet users probably do: noise next to content I was specifically looking for. Like many users, I actually became blind to display ads. Banner ads may have had some contextual relevance to the site that I was viewing but other than that, there wasn’t a lot of incentive for me to click on an ad. That is of course, unless the stars aligned and I was served a relevant ad that peaked my interest. A lot has changed since then.

As I have moved into working on display products and continue to learn more about the areas of remarketing and real time bidding (RTB), my eyes have been opened to how amazing and powerful display advertising is.

When I have updated friends and family that work in brand marketing on my work in display, I am surprised at how little they know about the topic. My assumption is that even though a lot of brands have seen the importance of including display in their online marketing strategies, there is still a need for further education on the benefits of display as a channel.

I think part of the problem is that brand marketers are so busy in their day-to-day business that display may be viewed as a “technology I just don’t have time to learn.” Whatever the reason, here is a simplified rendition of the benefits of display advertising to those that are interested in it but have not had the opportunity to learn about the landscape.

1. Remarket to users you know are already interested in your product

When users visit your site, you can collect valuable information about what they are interested in, called 1st Party Data. When a user has visited your site and then visits a publisher your display partner can bid on, this data helps to present a highly targeted ad to a user that has already identified that they are interested in your product or service.

2. Target your audience

You can use 1st Party Data (data you collect about your users) or purchase 3rd Party Data (data collected by sources such as publishers, retailers, offline data providers, etc.) to target users more efficiently and effectively based on your online marketing strategies and goals. This data can be used to make more educated bidding decisions that result in showing more relevant users your ad.

3. Branding

Use targeting to your advantage in extending your branding campaign. Since display advertising is highly measurable, the proper mix of strategy and measurement greatly extend your brand marketing efforts

4. Measurement

Display advertising is highly measurable and will help to identify traditional online metrics such as ROI, click-through-rate (CTR) and conversion data, as well as provide advanced insights that can help you create more in-depth custom analysis. This data can also be aggregated and compared to other online or offline marketing efforts.

5. Privacy

Privacy is a subject that you hear a lot about in today’s world both online and offline. How personal information is used is a concern for users and advertisers. Display advertising is no different. Organizations like Network Advertising Initiative (NAI) and the Digital Advertising Alliance (DAA) help to ensure that user privacy standards encouraged by the Federal Trade Commission are met and continually followed. When selecting a display partner, it is important to know whether they are a member of one or both of these privacy organizations.

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