Display advertising is a type of advertising that uses text, animations, photos or videos to target users with a commercial message.
There are 3 main types of display advertising campaigns:
- Brand awareness
Retargeting, also known as behavioural marketing relies on custom segmentations in order to deliver relevant ads to your audiences.
Acquisition ad campaigns can be very expensive and not give great results: a lot of banner ads are competing for the same space with highly retargeted ads that have a stronger chance of converting.
Brand awareness focuses on reach as opposed to direct conversions. The aim here is to reach as many people as possible and make sure they get interested in the brand/product advertised. These campaigns need to run for longer if they are going to be effective