Display Advertising Strategy and Planning

A successful display campaign begins with a solid strategy. We can create and help you implement a clearly defined, tailor-made approach to display marketing based on your budget, what you want to achieve, and who you want to reach.

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Our approach to display strategy

Once we receive your brief, our display experts will analyse relevant data and gather insights in order to fully understand your goals and KPIs.

After that, we:

  • Create the media plan
  • Establish messaging and build creative
  • Measure and report on campaign performance
  • Implement real-time optimisations and further planning

Identifying the right display networks

Based on your industry, KPIs, budget, and target audience, we identify the best multi-network demand-side platforms on which to serve your ads. Multi-network DSPs allow access to more than 30 different ad exchanges and thousands of ad publishers.

We also utilise the Google Display Network (GDN) which serves ads across more than 2 million websites and reaches over 90% of internet users.

Serving relevant ads at each stage of the user journey

By adopting a strategic approach, your display ads can meet users at all touch points across their online journey; from initial interest prospecting, to retargeting previously engaged users.

By tweaking the targeting options, creatives, and messaging, we help you get in front of your audience from the moment they discover you, to the moment they choose you – and every step in between.

Utilising the right tools

Our display clients benefit from the partnerships we’ve formed with the most innovative and relevant display marketing tools in the industry. When it comes to brand protection, legitimate traffic and viewable impressions, these tools make each interaction count.

Evaluation and optimisation

An effective display strategy can inform your future display campaigns, meaning you don’t need to start from scratch each time you want to launch a new campaign.

Evaluating and improving your display campaigns in real-time is part and parcel of optimising your ads so they perform as well as possible and give you a greater focus for future campaigns.

We know that industry jargon can sometimes be tricky to understand. For the ultimate list of A-Z industry terms, check out our Digital Marketing Glossary.


A guide to getting your brand in front of the right people, at the right time


“Programmatic has levelled the playing field. Our clients with smaller budgets and spends can now compete in this highly lucrative arena – in ways that weren’t possible before.”

David Wharram,
CEO, Coast Digital

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