The display agency you need!

Getting familiar with digital advertising is a bit like opening a set of Russian nesting dolls—one surprise after another. To fully grasp all the concepts, you need to dive into one topic, then another, read articles, decode technical jargon, and hope you’ve absorbed everything correctly. At Hamak, our mission is to make your life easier and save you the trouble of navigating this complex world alone. Our digital marketing agency is home to specialists in paid and organic search, social media, as well as Display and programmatic advertising. These seasoned experts on platforms like Google and various ad networks are here to guide and support you in your projects.

Display advertising, also known as digital display

Depending on your advertising budget, it can sometimes be tricky to decide which digital medium to prioritize. After all, each entrepreneur, regardless of their size, works toward different marketing goals with varying budget limits. Our managers can guide you toward campaigns that will help achieve your specific goals.

First, let’s define a concept: we consider Display as the 2.0 version of traditional media. Instead of advertising in newspapers, flyers, or on TV, Display allows you to show your ads and banners on over 1 million web pages, email inboxes, emails, YouTube, and even your favorite apps.

Display advertising is described as a “push” strategy, meaning we present and display ads to people who are often high in the customer journey. Unlike SEM, your ads do not target users with a specific intention. Display lets you engage and acquire new audiences, targeted based on interests, videos they’ve watched, articles they’ve read, and emails they’ve opened. This type of advertising builds and solidifies your brand awareness, draws attention during receptive moments, and encourages consumers to consider your product or service during the purchasing process.

Moreover, it offers extremely varied and measurable ad formats, allowing you to get creative and innovative to capture consumers’ attention. Here are some examples:

Banners

 A staple of digital advertising, banners provide several format options to promote your products in innovative and original ways. Be aware, though, that some users can become “banner blind” due to their overwhelming presence on the web. Trust our graphic design team to create striking and memorable visuals.

Rich media

A widely used term in the digital world, Rich Media ads include interactive elements like videos, audio, clickable spaces, and other interactive features. The most common Rich Media ad format is the HTML5 animated banner.

 

Videos

 Many platforms support video ads: YouTube, Facebook, and Instagram, among others. Storytelling connects with consumers on a much more personal and emotional level than other ad options.

YouTube: With 3 billion searches per month and over 100 hours of video uploaded every minute, it’s also a space for learning, entertainment, music, and influence. It’s no surprise that it’s the most popular search engine after Google.

Programmatic marketing

Now that we’ve covered the options for digital display, it’s important to understand and characterize how programmatic advertising works. Programmatic refers to the automated allocation of publishers’ ad space to advertisers via algorithms. Unlike traditional media, which focuses on placement, programmatic targets audiences. This method allows advertisers to target an audience by buying each impression individually.

Programmatic advertising takes place through a virtual marketplace called Ad Exchange, where ad inventory transactions occur. Publishers’ ad spaces (like banners) are available on Supply-Side Platforms (SSPs). Advertisers bid and purchase ad space through Demand-Side Platforms (DSPs). It’s through DSPs (such as Google’s Display Video 360, AdRoll, Simpli.fi) that advertisers set their budget and campaign parameters.

Programmatic advertising also includes RTB (Real-Time Bidding), a real-time auction system, and PMP (Private Marketplaces). PMP also refers to an auction system, but this time private and exclusive, offering advertising inventory only to pre-selected agencies and advertisers.

Reaching the right audiences

As mentioned earlier, there are several display networks. Google Display is often a good introduction and a reliable solution for programmatic advertising. It is the largest network globally, reaching approximately 90% of internet users and hosting millions of websites and news pages.

We’ve identified the different types of audiences to reach the people who matter to you. Let’s say you own a yoga studio and an online store specializing in sports equipment and clothing. Here’s how you could use each audience to your advantage:

Remarketing

This option allows you to target people who have previously visited your website and viewed specific products. For example, if they added a product to their cart but didn’t complete the purchase, you could show them an ad for that item on a blog or YouTube video.

Affinity audiences

You can target people based on their interests, lifestyles, and passions. For example, you might choose an audience interested in vegetarianism, meditation, or naturopathy.

Similar audiences

Reach new users with the same interests as those who have engaged with your yoga studio or those who have purchased products on your website.

Demographic audiences

If you offer a course specifically for women, you can choose to show your ads only to women and exclude men.

Life events

This lets you reach people at important milestones in their lives. For example, you could target recently retired individuals who want to pick up new hobbies.

Customer list targeting

You could promote your end-of-season sales to individuals who have previously taken a class or subscribed to your newsletter.

Custom intent audiences, in-market audiences

Target users based on their recent purchasing intent. Your ads will appear to those looking for a new gym or comparing sports company prices.

Beyond audience targeting, Display offers other options to reach users of interest. Placement allows you to choose the websites where you want your ads to appear.

Hamak: Display and programmatic agency

In short, the advantages of Display are numerous, from ad possibilities, targeting, and retargeting to improving brand visibility and awareness. Our Display and programmatic specialists work closely with you to offer a service tailored to your needs. Take your marketing efforts to the next level and schedule a free exploratory call with our team.

Hamak is a digital marketing agency dedicated to the growth and visibility of SMEs. With expertise in online customer acquisition, the Hamak team plans, deploys, and optimizes personalized, performance-driven digital campaigns.