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Here are some popular display platforms.
The Google Display Network allows advertisers to serve video and display ads and over 2 million websites, reaching over 90% of the entire internet population. So, you will reach nearly everyone on the web using the Google Display Network. There are multiple ad formats, and there are different targeting options, and a diverse selection of video and responsive ads to choose from.
Facebook is a social media platform, equally 2 billion users worldwide. They’re quite engaged. They’re what’s called a logged-in environment because they have a profile with an email address to access the platform, and we have access to their demographics and their interests and various things like that. It’s a strong and accurate way of targeting people. And if you consider the mobile nature of Facebook and the mobile nature of the internet community, it’s a very close medium to transit users. So, it’s good for targeting any kind of mobile use.
AdRoll is primarily known as a retargeting platform. We do is we add a pixel to your website or a piece of code, and anyone who goes to the website is then retargeted, essentially served out on premium websites and premium partnerships across the web with your ad. It’s based on a CPM basis and there’s a slight amount of programmatic associated with it too.
Criteo is a specialist e-commerce targeting platform. When you look at a particular product in someone’s website, and then you decide not buy, and then you move to another website, Criteo will serve you that product, the image from the website, and the price from the website. When you click through in that ad, it drives you back to that product page. So, it’s a highly specific e-commerce retargeting option.
We spoke briefly about Premium Network Buys, if you wanted to buy access to a particular audience. So, if you wanted to buy access to the Guardian’s audience because you know that they’re likely to be interested in your product, or indeed a section on the Guardian or a section on the New York Times, or whatever it may be. It’s premium, so therefore it’s more expensive.
Unlike the Google Display Network where you pay on a cost-per-click basis, so you only pay when someone clicks, with premium display, you tend to pay on a CPM basis, which is cost per thousand impressions. This goes back to the awareness piece. You’re serving impressions because you want to generate awareness.
And then premium display tends to begin at €8 CPMs versus what you’ve been paying to Google Display Network could be €2, €1 CPMs. So, it’s a lot more expensive, but the impact is a lot greater, the ad choices are a lot greater, the ad formats, and the access to a particularly specific audience is a lot more impactful. What we do with premium display is we tend to leave it for very large campaigns like a summer sale, or winter sale, or something like that. It tends not to be for Always On or ongoing activity. Your Always On display will be generally based in Google Display Network, or Facebook, or perhaps some low-cost programmatic.Back to Top
Cathal Melinn is a digital strategist, lecturer, and trainer. He has over 15 years’ experience in eCommerce, social media, affiliate marketing, data analytics, and all things digital. He worked at Yahoo! Search in 2005 as a Senior Search Strategist for the UK Financial Services vertical. He moved to the world of agency in 2010 as Head of Search and Online Media. Cathal’s previous clients include Apple, Vodafone, Expedia, Virgin, Universal Music Group, Amazon, Compare the Market, and HSBC.
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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.
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