Display Advertising

Now, when thinking about consumer journey, we should begin by looking at the start of the funnel at the awareness stage to see how we can expand the reach of our product, our promotion, or our service to a wide audience and bring them into the conversion funnel. One of the main channels at the top of the funnel is online display, advertising and video, and different things like that that kind of go hand in hand, things like YouTube ad display, banners, all of that stuff, because these are outbound channels that show creative formats to people based on audience criteria.

We’ve got a certain number of targeting criteria, like behaviors, their location, the device they use, their demographics, what they might be interested in, all of these things can help us understand how we can target different segments with this creative output to bring them into the funnel. So, some of the key benefits of online display advertising include things like reach. We can reach a really large number of people very quickly and very cost effectively. Awareness, we can drive awareness of our product or service in that group. Branding, we’re able to show our brand and our brand colors to all those people. And then, influence, we’re able to influence them into the funnel to ultimately take action at a later stage.

And when deciding how to measure our online display and video, it’s important to recognize that display and video is not a closing channel but it can help assist in driving conversions via closing channels by bringing people into that funnel. Remember, it’s outbound and that’s a key differentiator. So, when assessing the impact of our display activity, it’s important to look at things like assisting metrics rather than direct conversions in order to evaluate performance. This is essential to show the value of display.