Guide

The Fundamentals of Display Advertising

Make your business more visible in the online marketplace.

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Display advertising represents a way for you to put your business in front of more customers, and to be at the forefront of their minds when they are making a buying decision. With clever targeting capabilities, there is scope to maximise reach cost efficiently through display media.

Whether you’re looking to drive sales, or to simply increase awareness of your brand within your target audience, display is a powerful part of the digital marketing mix.

This guide will help you understand the fundamentals of display advertising, such as:What display can do for you

  • How to properly brief an agency
  • Why you need display in your marketing mix
  • How to measure performance

Simply fill out the form below to get your free pdf copy, or read the guide online further down the page!

Download the guide

To download your free copy, please fill in the form.

The fundamentals of display advertising

A guide to being seen in all the right places

Contents

 

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Introduction

There’s no arguing that display marketing has come a long way since the internet’s dinosaur period.

Over the last 18 years the humble banner has diversified into a more engaging range of video, social and rich media ad formats across multiple platforms.

The range of digital display ad formats now available presents an opportunity for brands to connect with consumers at more touchpoints during the consumer journey than ever before.

There’s also more expectation from the consumer for brands to have an engagement strategy – an area display can play a key role.

This guide sets out to simplify the role of display in the digital mix.

digital ad spend

 

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Display advertising plays a crucial role in the online marketing mix

Display, mobile, social and video have been key contributors to digital’s sustained quarterly growth since 2003

uk advertisers

european advertisers

 

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Display advertising generally falls into two camps

In simplistic terms, display advertising is either branding or performance focused.

A good display strategy looks at the entire customer and media picture – evaluating what other channels are live, when they are being seen, who the core consumer is, the brand’s relationship with that consumer and so on.

Using this information, Coast Digital can ultimately provide brands with the appropriate plan and evaluation framework to meet the client’s brief.

branding and performance

 

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The benefits of display advertising

benefits of display advertising

 

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Brand strategy

Marketing driven by brand strategy, not channel-specific tactics

Brand strategy

 

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Tips on the display process

display process

 

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Display considerations

Critical initial questions for defining the optimum display brief for your brand

Display considerations

 

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Display guidelines by objectives

Guide to branding display

Guide to branding display

Guide to performance display

Guide to performance display

 

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Glossary of terms in display media

Glossary of terms in display media

 

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Success snapshots

Success snapshots

 

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Online marketing services

While display advertising is an important part of the digital marketing mix, an effective digital strategy will make use of a variety of channels that suit your aims and objectives.

Online marketing services

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