Display advertising that turns reach into results

Display advertising has evolved significantly from the days of booking directly with individual publishers for guaranteed impressions. While direct buys are still common, especially for premium placements, programmatic buying has become a popular and effective way to purchase display inventory. Rather than selecting publishers based on their audience demographics, programmatic buying allows you to target specific audiences wherever they go across the open web – all with brand safety measures in place, of course.

Demand Side Platforms (DSPs) such as Google Ads and The Trade Desk, offer robust targeting options for display advertising, enabling advertisers to reach specific audiences based on demographics, interests, and behaviours.

We reduce brand-safety risk through a combination of trusted inventory, publisher allowlists, exclusion lists, sensitive-content controls and independent ad-verification technology.

These controls help prevent ads from appearing on unsuitable websites, beside inappropriate content or in low-quality placements. We tailor the settings to each brand’s risk tolerance while maintaining enough quality inventory to deliver the required campaign reach.

It’s natural to want the most cost-effective rates. However, a low CPM doesn’t necessarily equate to quality. Low CPM rates can be achieved by including low-quality inventory or reducing targeting precision. While this may lower costs, it also increases the likelihood that your ads will be shown in less desirable placements or to audiences that aren’t relevant to your brand, potentially compromising both campaign performance and brand reputation.

While it’s important to keep CPMs in check for value, CPM alone shouldn’t be the only measure of media effectiveness. The key is finding the right balance among cost, reach, and performance to ensure your campaign’s success.

Display advertising is a highly versatile channel, offering scale, advanced targeting, and greatly diverse ad formats and placements. If your primary goal is to drive sales, Display can certainly play a role within your channel mix. For instance, Dynamic Creative Optimisation (DCO) is particularly effective for driving sales as part of a retargeting strategy. However, Display works best when integrated with other channels as part of the broader customer journey. Working with a professional service provider can help tailor your display advertising campaigns to maximise sales outcomes through targeted strategies and expert support. Contact us to discuss how Display advertising could complement your sales objectives.

It depends on what you’re comparing it to. Compared to traditional static banner ads, the production costs for animated or interactive banners can be higher, as they require more time and specialised skills to develop.

From a buy price (CPM) perspective, rich media ads placed in premium, prominent locations (like expandable ads) tend to be more expensive than standard placements with less screen space.

However, these additional investments are often worthwhile, as rich media can be a powerful tool for achieving your campaign objectives.