Display & Online Advertising
Display advertising, also sometimes known as online advertising, utilizes banner ads to communicate a message to consumers online. The websites on which banner advertising appears are selected as part of the media planning process. That process is driven by the goals of the advertiser and the desired audience for the campaign. Overall, the media plan outlines:
- What is to be advertised and to whom
- Where it will be advertised
- When those advertisements will be seen, or the flighting schedule
The banner ads that are leveraged across websites can target individuals based on prior online behavior, geographic location, demographic data and other specific criteria.
In addition to targeting prospects to visit the site, we often layer retargeting as part of the media plan. Retargeting allows the advertiser to re-communicate to users that have abandoned the desired process and encourage them to return to the site to complete the process.
Display advertising is often part of a broader online advertising campaign which includes paid search and search engine optimization. While banner ads are only a part of the broader online advertising strategy, it is often the first means by which potential consumers see a brand.
Display advertising can be used to help build a brand or drive a direct response. For branding approaches we use third party studies that compare pre-banner advertising responses and post-banner advertising responses to identify whether or not an individual recalls the brand.
An integral part of all advertising is reporting. We utilize an ad server for all our display campaigns in order to centralize all reporting, so that we can better manage ad delivery and compare results on different sites. While reporting for a display campaign will vary based an advertiser’s needs, it is accessible at all times, and so up to date data on success metrics is available.
About TPG
TPG is a Philadelphia based direct and digital marketing agency. We have expertise in a variety of different marketing disciplines, including the online advertising space. If you’re looking for an online advertising firm that can give you the edge in display advertising, contact us at tpgsearch@tpgphl.com or (215) 592-8381.
