The Display campaign transforms advertising spaces on the web into digital showcases, where banners and visual content capture the attention of Internet users on partner sites.
Its creative arsenal combines images, videos and animations to create a unique advertising experience. Beyond its creative aspect, the strength of Display lies in the targeting of audiences via programmatic, allowing relevant ads to be displayed at the right time.
From building awareness to converting leads, each Display campaign adapts to the targeted marketing objectives. Display draws its power from its ability to combine formats and channels, maximizing advertising impact and return on investment.
What are the objectives of a Display campaign?
A Display campaign can serve several key marketing objectives.
First major objective: to develop brand awareness through visuals distributed on sites with a high audience. Secondly, they seek to generate traffic to specific sites, encouraging users to engage more. The third objective concerns conversion, whether it is direct sales, requests for quotes or subscriptions to a newsletter.
Display campaigns also allow you to precisely target audiences using demographic, contextual or interest criteria, thus optimizing advertising impact. This targeting precision is also found in remarketing, by targeting users who have already interacted with the brand, which increases the chances of conversion. The intelligent combination of these objectives makes Display a powerful lever for modern digital marketing.
How to measure the effectiveness of a Display campaign?
To effectively manage your Display campaign, focus on these key performance indicators (KPIs):
- Click-through rate (CTR) plays an important role in determining the attractiveness of ads.
- Cost per click (CPC) or cost per thousand impressions (CPM) help assess budget efficiency.
- Conversion rate, on the other hand, shows how many users take a desired action after clicking on an ad.
Reach and frequency tell you how much exposure your ad really gets, how many people saw it and how many times. To assess the overall effectiveness of these marketing actions, return on investment (ROI) measures the financial impact and gives a clear view of profitability.
What are the specific advantages of Display as an advertising channel?
Display is establishing itself as a pillar of digital strategies, with its own advantages. It allows you to reach a wide audience thanks to its distribution on high-traffic sites, thus increasing the visibility of a brand. The precision of the targeting (demographic, geographic, behavioral) guarantees relevant ads for a qualified audience, naturally optimizing the advertising budget.
Display also promotes remarketing, by making it possible to target Internet users who have already interacted with the brand, thus increasing the chances of conversion.
Images, videos, interactive content, Display deploys a whole creative arsenal to captivate its audience.
Display platforms integrate advanced analysis tools. The result? Real-time monitoring that allows you to quickly optimize your campaigns and their ROI.
How can Display complement SEA to optimize SEO?
Display and SEA form a powerful duo to optimize SEO. Display, with its attractive visuals, captures the attention of Internet users on various websites, thus reinforcing brand awareness. Added to this visibility is that of SEA, which guarantees an immediate presence on search engines through the purchase of advertising space. Together, they create a synergy that maximizes return on investment.
This complementarity brings several advantages which reinforce the effectiveness of the two approaches:
- Precise targeting: Together, they enable demographic and behavioral targeting, reaching relevant audiences.
- Increased visibility: Display increases brand recognition, which can positively influence clicks on SEA ads.
- Improved Quality Score: A landing page optimized for Display improves the Quality Score of SEA keywords, thus reducing advertising costs.
