Display Advertising

The success of your business is just a click away

A detailed analysis of the advertising scene is the very step in a successful display advertising campaign, however experience from previous campaigns should also be taken into account. The most suitable ad space for the campaign’s objectives is selected according to the basis of these findings and all bookings are drawn up in a media plan. At this point, skilful negotiations with the marketers, site operators and networks are crucial in achieving favourable rates.
With regard to the banners themselves, these can be adapted in diverse ways to meet the requirements of new technology and varying user behaviour. A well thought out display advertising campaign has extensive reach with the target audience and improves the image and/or general brand awareness.
Ad server tools are employed in the implementation of the campaign, for the integration and management of the adverts and for tracking and reporting. The profitability of these advertising activities can be precisely monitored with regular reporting that show for instance, the click rate or number of leads. These findings mean that a campaign can be continually optimised.

Use cross media effects more effectively

• Offline campaigns can be extended into the online world very efficiently with banner advertising.
• Display advertising is often that which arouses the consumer’s interest and lures him into the "purchase funnel."
• Banner advertising can be flexibly adapted to meet new technological developments i.e. for mobile devices
• Banner advertising enables the use of cross media effects and when correctly integrated into the online marketing mix, provides further crucial synergies; in particular the link between display and search machine advertising.
• The interaction of display on other channels is measurable with MetaTracking.

Make use of the entire scope of the internet

Display advertising can be used practically anywhere on the web and this is one of the advantages of banner advertising. The choice of portals, platforms and web pages is relevant on a case to case basis, depending on which web space is of value to the targeted users. The correct choice of marketers, website operators, networks and market places can significantly improve a campaign’s success and reduce its expenses.
Important tools in implementation and assessment are Adserver, MetaTracker, AGOF TOP and Nielsen AdRelevance.

The most important trends and topics in display advertising at a glance

Display advertising is one of the longest established online marketing instruments and proves itself not least, because it is extremely versatile and flexible when it comes to keeping up with technological innovations. Banner adverts can be used for mobile advertising on mobile devices, as well as in video advertising concepts and in the field of social media advertising.
Another trend: In view of the current financial situation many companies want greatest possible performance from their tighter budgets. In such a situation, display campaigns achieve the right mix between branding and performance.