Digital Marketing - Study Notes:
The role of video and display advertising
Video and display advertising are outbound awareness- and demand-generating digital channels. They combine both the science and precision of online audience targeting, which means they’re highly relevant, with the emotional engagement of audio/visual, and creative visual formats that capture the attention of the audience and make the most of your advertising placements.
- Both display and video have the potential to increase brand awareness for your brand or product amongst your target audience.
- You can generate demand from customers after you’ve raised their awareness and got them interested in your brand or products.
- You can drive consideration for your brand or products 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. This 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.
- And finally, video especially can be used to complement TV buying strategies in capturing the audiences online that might not be captured by TV.
Display and video advertising vs paid search marketing
It’s important to distinguish display and video advertising (which are push channels that spread a message), from paid search marketing (which is a pull channel, in that it captures existing demands).
Paid search marketing is about showing ads to people who are actively seeking your product, so they have a certain amount of consumer intent for your products or services.
Both display and video advertising serve ads to people who are on Google partner websites and/or browsing YouTube, and match your audience targeting criteria. Be aware they may not be in the market for your product at the precise moment when they see your banner ad, compared to the level of interest that a potential customer performing a search has. However, they could fit your target audience profile and may be a potential customer in the future. This is why video and display are regarded as awareness-driving channels.
Paid search marketing is used to reach people at the end or near the end of the buyer’s journey. Video and display, on the other hand, can reach people at all stages of the buyer’s journey. However, its main strength is in reaching people at the beginning of the buyer’s journey – in other words, the awareness stage.
Back to TopCathal Melinn
Cathal Melinn is a well-known Digital Marketing Director, commercial analyst, and eommerce specialist with over 15 years’ experience.
Cathal is a respected international conference speaker, course lecturer, and digital trainer. He specializes 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 optimization. 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 too, with digital marketing agencies and media owners, for brands including HSBC, Amazon, Apple, Red Bull, Dell, Vodafone, Compare the Market, Aer Lingus, and Expedia.
He can be reached on LinkedIn here.
These walkthrough videos give clear, step-by-step demonstrations and guidance on how to apply key digital marketing concepts and strategies, and use industry-standard tools. While relevant to this module, you will not be assessed on this content.
