Video and Display are awareness generating digital channels that combine the science and precision of online audience targeting with the emotional engagement of audio/video and creative visual formats. First, we must understand that video and display are awareness of generating digital channels.

They combine both the science and precision of online audience targeting, which means highly relevant, effective campaign performance, with the emotional engagement of audio/video and creative visual formats that capture the attention of the audience and make the most of your advertising placements.

If you aren’t sure whether to consider display or video advertising in your advertising strategy, consider the benefits these activities can bring:

Both display and video have the potential to increase brand awareness for your brand or product amongst your target audience
You can drive consideration of your brand or product within your target audiences with visual advertising formats
Create purchase intent for products or services with highly targeted advertising that clearly displays your product
You can choose to increase reach (broad or narrow) for your content across a target audience, and drive frequency of exposure to reinforce your brand messaging
Engage and re-engage with customers via display or video remarketing, which can mean upselling additional products to past customers or encouraging non-converting website visitors to complete their purchase
You have the opportunity to choose from multiple types of ad formats to fit your advertising needs
Video especially can be utilized to complement TV buying strategies and in some cases, video campaigns can extend TV advertising activity by introducing your content to online audiences that otherwise may not have been exposed to your ad.

It is important to distinguish display and video advertising, which are “push channels” that spread a message, from search engine marketing which is a “pull channel” that captures existing demand.
Both display and video advertising serve ads to people who are on websites/YouTube and match your audience targeting criteria.

They may not be in the market for your product at this precise moment in time in the way a potential customer performing a search would be.

However, they fit your target audience profile and may have the potential to become a customer in the future, hence the awareness driving function of display and video.

Video advertising is a branch within display advertising and has slightly different bidding mechanisms to display, and as we will see in further examples, it not only drives awareness but also engages audiences with its audio and visual elements.

Search serves ads to people who are actively seeking your product and show a certain amount of consumer intent for your products or services, this indicates they are already aware of your product(s), like it, and have already started to consider making a purchase.

The search network is considered to reach people at the end, or near the end, of the buyer’s journey. On the other hand, display and video can reach people at all stages of the buyer’s journey – particularly reaching them at the beginning and potentially finding new customers who were unaware of your product or service.

Both display and video advertising serve ads to people who are on websites/YouTube and match your audience targeting criteria. They may not be in the market for your product at this precise moment in time in the way a potential customer performing a search would be.

However, they fit your target audience profile and may have the potential to become a customer in the future, hence the awareness driving function of display and video.

Including display and video advertising in your advertising activity is extremely important.

Display advertising has the potential to put your ad onto thousands of websites and in mobile apps, ranging from large websites to smaller niche websites against related content and interested audiences.

With video advertising, the user can choose what to watch – meaning you can have a captive audience of engaged viewers among those who choose to view your ads.

This activity is made even more efficient when we consider that with YouTube, the advertiser only pays when the user chooses to engage – so we only pay when our advertising is being well-received.

Display advertising has been a very prominent channel for many years and there are a number of platforms that offer display advertising solutions:

Google Display Network (GDN): Allows advertisers to serve video and display ads to over 2 million sites reaching approximately 90% of global internet users. This network includes mobile apps and YouTube and is available across all devices. There are multiple, combinable targeting options available, with diverse ad formats from text to video, to responsive display across devices all over the world.

Facebook: A social media platform with 2 billion users that you can target your ad to based on their interests, demographic, location, and many more signals. The targeting on this platform is very effective, as it is based on strong, accurate user data taken from both within the app and across the wider Facebook network.

AdRoll: Primarily known as a retargeting platform that targets your ads across different platforms and devices, AdRoll uses its own remarketing pixel to display ads to users across the websites they visit and on social media.

Criteo: A specialist Ecommerce shopping display retargeting network, Criteo shows consumers ads for products they just viewed on the advertiser’s website. This would be a dynamic solution that responds to the unique behaviour of each user to show them ads relevant to their onsite behaviour.

Premium network buys: These are usually brought through a media house and advertisers can choose to serve their ads to visitors of certain types of websites – usually a premium website (that is already extremely popular with a large audience), or in a package buy (that can include a variety of ad formats to run across the website or on a specific section of the website e.g. shopping and lifestyle websites, sports websites, etc.). These premium network buys can guarantee reach for a set budget, usually bought on a CPM (cost-per-thousand-impressions) basis. However, as the name suggests, these buys do come at a premium in comparison to many self-service or auction-based platforms due to the premium nature of their content.

Display advertising has been a very prominent channel for many years and there are a number of platforms that offer display advertising solutions:

#1 Google Display Network (GDN)

Allows advertisers to serve video and display ads to over 2 million sites reaching approximately 90% of global internet users.

This network includes mobile apps and YouTube and is available across all devices. There are multiple, combinable targeting options available, with diverse ad formats from text to video, to responsive display across devices all over the world.

#2 Facebook

A social media platform with 2 billion users that you can target your ad to based on their interests, demographic, location, and many more signals. The targeting on this platform is very effective, as it is based on strong, accurate user data taken from both within the app and across the wider Facebook network.

#3 AdRoll

Primarily known as a retargeting platform that targets your ads across different platforms and devices, AdRoll uses its own remarketing pixel to display ads to users across the websites they visit and on social media.

#4 Criteo

A specialist Ecommerce shopping display retargeting network, Criteo shows consumers ads for products they just viewed on the advertiser’s website. This would be a dynamic solution that responds to the unique behaviour of each user to show them ads relevant to their onsite behaviour.

#5 Premium network buys

These are usually brought through a media house and advertisers can choose to serve their ads to visitors of certain types of websites – usually, a premium website (that is already extremely popular with a large audience), or in a package buy (that can include a variety of ad formats to run across the website or on a specific section of the website e.g. shopping and lifestyle websites, sports websites, etc.).

These premium network buys can guarantee reach for a set budget, usually bought on a CPM (cost-per-thousand-impressions) basis. However, as the name suggests, these buys do come at a premium in comparison to many self-service or auction-based platforms due to the premium nature of their content.

There are also a number of platforms to choose from when running video advertising campaigns:

Social Video Platforms (Facebook and YouTube)
YouTube is a video-sharing, social media network and search engine on which users can upload, view and share videos – it is used by marketers to increase engagement, views, shares and conversions amongst their target audience.

Advertisers can reach potential customers when they watch or search for videos on YouTube – and they only pay when the user shows interest. Similarly, Facebook allows advertisers to display videos within the newsfeed of users that match their audience targeting while they are browsing the site.

Video on Demand (VOD) (RTE Player (Ireland), 4OD (United Kingdom), Videology)

Mirroring traditional TV planning in many ways, users seek out their favourite shows to watch at a time that suits them. These platforms can be considered “premium inventory” given the quality of their content, such as international productions and dramas. They can be targeted similarly to TV and premium display, targeting key audience demographics such as males 18-34 or housekeepers with kids, for example. In these cases, you buy a predetermined number of impressions for your budget and deal directly with the publisher or their sales house.

Programmatic Video Platforms – TubeMogul, Videology

With programmatic video platforms, the emphasis is focused on the audience profile in greater detail and aggregated video advertising inventory from a wider variety of sources. Advertisers can target these audiences across a variety of premium, niche and local sites and report on their performance in great detail. The quality and context of these sites can vary widely, the campaign is optimized to target the key audience demographic wherever they choose to spend their time online.

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