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Digital Marketing - Study Notes:

What is video and display advertising?

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.

  • Both display and video have the potential to increase brand awareness for your brand or product amongst your target audience.
  • You can drive consideration for your brand or product within your target audience with visual advertising formats.
  • You could create purchase intent, free your products or services with highly targeted advertising that clearly displays your products to the user.
  • You can choose to increase the reach, broad or narrow, of your content across a large target audience.
  • You can drive frequency of the exposure to re-enforce your brand messaging.
  • You can engage and re-engage with customers with display and video remarketing which can mean upselling additional products to past customers or encouraging non-converting website visitors to complete their purchases.
  • You have the opportunity to choose from multiple types of ad formats to fit your advertising needs when choosing display or video.
  • Video especially can be utilized to complement TV buying strategies in capturing the audiences online that might not be captured by TV.

Display and video versus search

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.

Value of display and video

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.

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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.

Digital Marketing Resources:

Lisa Dunn

PPC Account Manager @ OMD Ireland

  • 6+ years’ experience digital marketing 
  • Expertise in PPC advertising
  • Experience in content strategy development, paid social, and display advertising
  • Work day-to-day across paid search, video advertising, and Google Shopping
  • Clients include telecoms and utilties, local Irish brands, large online retailers, and government agencies

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. While relevant to this module, you will not be assessed on this content.

You can find more information and content like this on the Digital Marketing Institute's Membership Library


    Display and Video Advertising
    Lisa Dunn
    Skills Expert

    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.