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First, we must understand that video and display advertising are awareness generating digital channels. They combine both the science and precision of online audience targeting, which means they're highly relevant. There is effective campaign performance with emotional engagement of audio/visual, and creative visual formats that capture the attention of the audience and make the most of your advertising placements.
If you aren't sure whether to consider display or video advertising in your advertising strategy, consider the benefits that they can bring.
It's important to distinguish display and video advertising which are push channels that spread a message, from search engine marketing, which is a pull channel, in that it captures existing demands.
Both display and video advertising serve ads to people who are on websites and/or browsing YouTube, and match your audience targeting criteria. They may not be in market for your product at this precise moment in time in a way that a potential customer performing a search is. However, they could fit your target audience and may be a potential customer in the future.
Video advertising is a branch within display advertising that has a slightly different bidding mechanism to display. It not only drives awareness, but it can engage audiences with its audio and visual elements. Search, on the other hand, serves ads to people who are actively seeking your product and show only a certain amount of customer intent.
This indicates they're already aware of your product or services or they already like it and have already started to consider making a purchase. With video and display advertising, you can reach people at all stages of the buyer journey and particularly reach those at the beginning of the buyer journey, and potentially find new customers who were previously unaware of your product or your service.
Including display and video advertising in your advertising activity is extremely important.
Display advertising has the potential to put your ad onto thousands of websites and in mobile apps ranging from large websites to smaller niche websites against related content and in front of interested audiences.
With video advertising, the user can choose what to watch, meaning you have a captive audience of engaged viewers among those who choose to view your ads. This activity is made even more efficient when we consider that, with YouTube especially, the advertiser only pays when the user chooses to engage with their content. So, we only pay when our advertising is being well-received.Back to Top
Please note that the module slides are designed to work in collaboration with the module transcript document. It is recommended that you use both resources simultaneously.
PPC Account Manager @ OMD Ireland
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ABOUT THIS DIGITAL MARKETING MODULE
This module begins with the fundamentals of Display and Video advertising and demonstrates how to set up and manage a YouTube channel. It covers the ad formats available on the Google Display Network and YouTube and shows how to set up and manage Display and Video campaigns. It also explains how to apply audience and contextual targeting, exclusions, remarketing, and bid adjustments to target Display and Video ads at the right audience. The module concludes by identifying the key metrics and tools to use to analyze and optimize the effectiveness of Display and Video campaigns.