Display & Retargeting tactics show image, video, audio & text ads to people across the web. This can be done through Google Ads, Social Platforms, DSPs (like DV360, TradeDesk & StackAdapt), Bing Ads & other platforms.

Display advertising is used to build awareness. The key is to reach the right people - ideally in a relevant context. Targeting options are broken down into the audience and into the context. It's possible to target people based on demographics, what they are interested in, what they are currently shopping for, and who they are similar to. Contextually, you can target based on what the site, video or podcast is about. Audience and contextual targeting can be overlaid to refine your awareness spend for the right people when they are consuming relevant content.

Retargeting is similar to display except that the audience is based on your first-party data. The most common audiences are subsets of people who have visited your site and prospect lists that you have curated over time. Many people aren't ready to make a purchase decision the first time they visit your site, so retargeting is particularly useful to nurture them while they consider their options.

Display and retargeting make sense as part of your marketing mix but you need the right strategy and execution to make them deliver results. Learn how we can help you determine the best display & retargeting options for your organization.