How often do you see banner or text ads on your favourite websites? They can be square, half page, billboards, static, rich media or simple text. They come in all sorts, shapes, and colours. This is what we call Display Advertising, advertising with banner or text ads on third-party websites.
So how does this work? Many websites (publishers) have space available on their website, space used as ad space. Some publishers have a sales team and sell this ad space directly to advertisers. For example in The Netherlands, Sanoma and TMG are big players where you can buy ad space directly. Like homepage takeovers on Nu.nl and other prominent websites.
Next to this type of direct buying, you can buy ad space programmatically, via automated ad exchange platforms like Google Display Networks. Instead of having a sales team to sell ad space to advertisers, they ask Google to sell this ads space for them. That is also why we call it third-party websites because the exchange platform is the middleman. These platforms have enormous reach, as a huge amount of websites share their inventory this way. Allowing you to reach your audiences via many interesting targeting techniques.
The targeting techniques can roughly be divided into two different methods; one way is to target content, the other is to target context. Targeting based on content means that your targeting is focused on the subject of the website where you want to show your ad. Meaning that the content of the placement is key. When you target based on context, then the user is key. Meaning that it does not matter around what content your ad is placed, as long as it is focused on the right user. Both methods have their advantages, but it is important to know what method works best for your marketing objectives.
of internet users are reached by Google Display Ads.
consumers exposed to display ads are, on average, 155% more likely to search for brand- and segment-specific terms.
is the number of Google Display Network sites.
It is our task at Hide and Seek to make sure the right visitors are directed to your website. We help in setting up a strategy that fits to your objectives. Also for Display Campaigns, these can differ from branding, to reach or more conversions.
Together we will come up with the best-suited campaign structure. Making sure we set up the campaigns as broad or as specific to find your relevant audience. We will give our expert feedback on how to best create your ads. To make sure your banners spread the right message, to make your audience move in the direction you want them to move.
When the campaigns are live we will monitor and optimise these continuously. And work closely with you to make sure that our campaigns reflect your situation at all times. We will provide you with intelligible dashboards and insightful reports, adjusted to the level of detail you demand. This way all our activities and campaign results are fully transparent. Next to these real-time insights, there is always enough time for evaluation and communication, in the way you prefer.
As Google experts, we will always stay on top of our game. Not only by looking continuously at your campaigns but also to what is happening in the market and keeping an eye on new digital innovations. This way we will make sure you are always a first mover in order to beat the competition.