Display and video marketing

Display and video are digital channels generating awareness which combines precision of online audience targeting with an emotional engagement of audio/video and creative visuals.

 

Benefits of display and video advertising

 

  • they increase brand awareness
  • drive frequency of exposure
  • increase reach
  • create purchase intent
  • drive consideration
  • re-engage with customers
  • use multiple varieties of ad formats
  • complement TV buying strategies

 

Banners are channel designed to raise awareness. People usually do not click on banners.

Display and video have impact on the customer in the phase of awareness and engagement, meanwhile search ads require active behavior. The value of the display and video ads is that they broadly target audiences across thousands of sites and users can engage with the content.

 

Main platforms for display and video ads

 

  • Google Display Network
  • AdRoll
  • Premium Network Buys
  • Facebook
  • Criteo

 

Video platforms

 

  • Social: mainly Facebook and YouTube
  • Video on demand: similar to a TV ads planning. One an user sticks to the favorite show, advertises can choose pre-roll ads
  • programmatic: platforms like TubeMogul or Videology. Target detailed audience profiles

 

Advertising buying mechanism

 

  • CPM: fixed price for 1000impresions for an ad
  • CPC: payment for a click, a bid needs to be fixed
  • vCPM: setting a maximum price for 1000 impressions

 

Platforms for buying video ads

 

 

Buyers’ journey

 

Display an video ads reach to the customer on all stages of the buyer’s journey. Meanwhile display and video mainly touch awareness, interest and consideration stage, shopping or app installs happen in stages of conversion and retention.

 

Setting objectives of display and video campaigns

 

  • advertising goals will dictate a type of objective to choose once setting display campaigns
  • campaign objectives will have influence on campaign setting and targeting, ad format and the expected ROI
  • campaign measurement will be measured by objectives
  • campaign optimization needs always be related to the performance against objectives
  • success determination of the display campaign and its ROI depends of how the ad performs against its objectives

 

Objectives of display and video campaign

 

  • building brand awareness: this type of campaign is focused on impressions, customer engagement, reach and frequency. Applies for new brand, new product, where the goal is to increase awareness.
  • influence consideration: all about retargeting customers and audience targeting. This objective applies when a brand wants to distinguish itself from businesses with similar products. It is about education customers and showing them unique selling points.
  • driving action: focusing on specific targeting, remarketing and conversion tracking. This strategy applies when the objective is the customer performs an action on the website, as buying a product, filling a contact form, downloading document or going to a specific page.