Display advertising
Display advertising is cheap to buy and easy to waste. Most of it is served to people who will never notice it, on sites nobody intended to appear on. Done deliberately, with tight placements and creative made for the format, it builds recognition ahead of demand at a cost search cannot match.
Deciding where it appears
We build placement lists rather than accept automatic ones, exclude the app inventory and made for advertising sites that absorb most wasted display budgets, and check where the impressions actually went afterwards. This is the single biggest lever on display performance.
Creative made for the size it runs at
A banner has about a second and very little room. We design the full set of standard sizes properly rather than scaling one artwork into ten shapes, because a squeezed layout is what makes display look cheap and perform accordingly.
Judging it on the right measure
Display rarely produces last click conversions and judging it that way will always kill it. We measure it on reach against the audience you care about, on assisted conversions, and on what happens to branded search while it runs.
Tell us who you need to reach and what you are trying to achieve. We will tell you whether display is the right tool for it, and we will say if it is not.
Display advertising agency FAQ
Does anyone actually click display ads?
Very few people, and the ones who do are often accidental. Display earns its place through recognition and assisted conversions, not through direct clicks.
How do we stop appearing on unsuitable sites?
Placement exclusions, category exclusions and turning off the automatic inventory that most accounts leave on. It needs reviewing regularly, not setting once.
How many ad sizes do we need?
The full standard set, properly designed. Missing sizes means missing the cheapest inventory.
Is programmatic better than Google Display Network?
It offers more control and costs more to run. For most budgets under a certain size the extra control does not pay for itself.