Post by Mandaline Dunne, Media Manager and Ashley Smith, Media Manager

The display advertising landscape can be complex and overwhelming for brands looking to maximize product sales online. Display marketing is worth the investment in time and media budget as it can be a very effective type of advertising solution with hundreds of unique technologies, specializing in different services such as inventory, attribution, ad serving and data aggregation.

Below are 4 best practices that brands should keep top-of-mind when creating display campaign strategies:

  1. Research before choosing the best technology(s) to launch a campaign.

Demand Side Platforms (DSPs) and other technology platforms each have a unique set of distinctive features, including: access to exclusive inventory, the ability to execute unique tactics, direct integrations with other technologies such as ad servers or app install tracking, exclusive data pricing and special bidding options.

Each platform also has its own set of nuances that may hinder reporting capabilities, tactical and optimization strategies compared to other platforms. Choosing a platform that aligns closely with campaign parameters can make a significant influence on campaign performance and scale.

A resource brands can tap into for more knowledge on platforms are DSP scorecard ratings from technology teams.

  1. For the most effective campaigns, focus first on maximizing spend within the retargeting tactic and layer upper-funnel strategies simultaneously.

Retargeting campaigns will usually give a higher return on ad spend in terms of clicks and conversions. Audiences within retargeting pools have already expressed interest in a product, and brands should target them with an ad while the brand is top-of-mind. To help increase the amount of visitors to a site (and the size of the targeted audience within a retargeting campaign) launch campaigns focusing on upper-funnel tactics.

Brands can push additional consumers through the conversion path leveraging lower-funnel retargeting tactics. “Prospecting” and “filtering” allow brands to choose the type of audience who would likely be interested in ads, and then drive that audience to a brand’s site. Once customers arrive on the website, they’ll be added to the cookie pool of retargeting campaigns and can be targeted with another display banner featuring a “come back and purchase” retargeting messaging.

  1. Implement recency targeting across retargeting campaigns to take advantage of the most recent site visitors.

Within retargeting campaigns, audiences are more likely to convert the more recently they have visited a brand’s website. To take advantage of audiences right away, brands can implement recency targeting, which increases bids to users who have been to the website in the past hour, 24 hours, 3 days, etc. Breaking out these audiences separately and treating them uniquely proves better click-through and conversion rate performance.

  1. Use a mobile strategy

Consumers are using multiple screens to inform their decisions and it’s important to reach them across all devices in their journey to conversion. ComScore predicts 50% of digital media consumption comes from app usage and Forrester suggests 42% of consumers solely use mobile to inform purchase decisions. Ensuring clients have a mobile presence is becoming an essential performance driver. Consumers use desktop and mobile devices at different points in the consumer journey, so when planning a mobile strategy, keep in mind desktop and mobile should complement each other, but not necessarily mirror each other.

Before launching a programmatic campaign, there are many factors to consider. The best practices described above will help brands get their campaigns on the right path to drive success with display advertising.

For more information on display best practices, please reach out to your performance account team today.

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