pdf 1 MB
12 years delivering excellence
Join a global community
Toolkits, content & more
Digital display advertising is an outbound display advertising format where you target predefined audiences with images or banners. There’s also native ads and text ads in the mix in there. You target them on different websites, on social media platforms, and on mobile apps.
Note that outbound advertising is a concept where the advertiser targets the audience and sends their message out to them as opposed to something like inbound, which would be search where the audience comes to you. So, there’s a key difference between the type of marketing that display is. It’s an outbound advertising format.
It’s very important to distinguish between display advertising, which is what we call a push channel, and search, which is more of a pull channel. A pull channel captures existing demand, and a push channel sends out messaging from a brand to generate that awareness, ultimately to begin the journey of that demand.
Another common distinction between display and search is that we target audiences with display, whereas with search the audience essentially comes to you and targets you. Search serves ads through to people who are actively looking for your product, and they will show what’s called consumer intent. So essentially, they’re coming to you with a need or a want that needs to be fulfilled, whereas with display you’re going,” Maybe you would like to be interested in this product”.
When we visualize a funnel, it’s quite clear to see where display fits in the consumer intent journey. We begin with awareness and interest. This is where display fits in. We’re sending our message out there to people, to audiences who may potentially be interested in the product.
As we move down the funnel, as they get more and more aware, as they align it to their needs, we start moving into the consideration and conversion areas. So, consideration and conversion can be with around channels like remarketing, and shopping, as well as search as well.
With a retention piece, the remarketing fits back in there too, because if you think about remarketing, we’re sending ads out to pre-existing customers or people who’ve been in that site before. So, if we want to retain these people as repeat customers, it makes sense to kind of remarket out to them with special offers for people who have been on the site before.
Here are some benefits of display.
There are some challenges certainly around digital display.
Cathal Melinn is a well-known digital marketing director, commercial analyst, and ecommerce specialist with over 15 years’ experience.
Cathal is a respected international conference speaker, course lecturer, and digital trainer. He specialises in driving complete understanding from students across a number of digital marketing disciplines including: paid and organic search (PPC and SEO), analytics, strategy and planning, social media, reporting, and optimisition. Cathal works with digital professionals in over 80 countries and teaches at all levels of experience from beginner to advanced.
Alongside his training and course work, Cathal runs his own digital marketing agency and is considered an analytics and revenue generating guru - at enterprise level. He has extensive local and international experience working with top B2B and B2C brands across multiple industries.
Over his career, Cathal has worked client-Side, in digital marketing agencies and media owners with brands including HSBC, Amazon, Apple, Red Bull, Dell, Vodafone, Compare the Market, Aer Lingus, and Expedia.
He can be reached on LinkedIn here.
Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:
The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.
You can find more information and content like this on the Digital Marketing Institute's Membership Library
You will not be assessed on this content in your final exam.
ABOUT THIS DIGITAL MARKETING MODULE
This module introduces the key concepts involved in display advertising. It covers the advantages of different types of display platforms and demonstrates how to set up a display advertising campaign. It also explores the key considerations for targeting and bidding in a display advertising campaign, and how to report on and optimize campaign performance.