Love them or hate them, display ads are not going away anytime soon. So, with the phrase ‘if you can’t beat them, join them’ in mind, it’s time to dig into what display really is, how it’s different from programmatic display, and how you can make it work for you this year.
In this episode, Mark Huber, Head of Brand & Product Marketing, and Silvio Perez, Head of Performance Marketing at Metadata, tackle the ins and outs of display marketing and attempt to demystify some of its more complicated aspects.
Tune in to learn when to use display and programmatic display, separately and together, and get some insights into Display as the new channel in Metadata. Or check out the key takeaways from the episode below.
Watch the full episode
Three top takeaways:
Takeaway 1: Ask your Display solution the right questions
It’s wise to start with getting a little transparency in terms of fees. Ask if you’re marking up any of the media you’re running through Display Ads. If you are, then by how much? Most platforms won’t give you a total price breakdown right off the bat, so this will help you figure out if you’re getting good returns on the money you’re pumping in.
However, that’s one-half of the battle. The other half involves asking if you’re showing up on the right platforms, and if so, is brand safety factored in? Not every placement is fit for your brand, so that’s definitely something to pay close attention to.
Takeaway 2: Know where your Ideal Customer Profile (ICP) hangs out
With Display Ads, the aim shouldn’t be to get in front of the whole world. It works better when you’re looking at things from either a one-to-one or one-to-a-few perspective.
It makes a lot more sense when you know exactly who you’re targeting and where they hang out. That way, you can easily target those sites to get your Display Ads seen in the right places.
Once you know where to find your ICP, you can think of things in terms of outbound motion. Essentially, you end up creating this sort of omnipresent situation where you can reach your target market wherever they go.
Takeaway 3:Personalized Display Creative gets the job done
When it comes to Display creative, the ideal way to go is with personalized content. Silvio recommends HTML5 over static, and he says it’s even better if you can do dynamic content optimization.
But if you don’t have that capability, that’s fine too. A smart way around this is to campaign by audience segments so you can still create that sense of personalization. The more personal you can get, the easier it is for you to speak to specific pain points.