Audience strategy
In-market, custom intent, remarketing and lookalike segments defined deliberately.
Display advertising gets a bad reputation because it is measured wrongly. People do not see a banner and buy immediately; they see it, remember it, and convert later through search or direct. Judge that on last-click attribution and you will switch off the channel that was warming your entire funnel.
We run display for two specific jobs (retargeting people who already showed intent, and building awareness in a defined audience), with tight placement control so your brand does not end up on junk inventory, and with view-through and assisted conversion reporting so the contribution is visible.
Judged on last click, display will always look broken
Nobody sees a banner and buys immediately. They see it, remember the name, and convert days later through search or by typing the URL. Attribute that to the last click and display appears to produce nothing, so it gets switched off, and then branded search volume mysteriously declines.
Display has two legitimate jobs: retargeting people who already showed intent, and building familiarity in a defined audience. Both should be measured on assisted conversions, view-through within a sensible window, and lift in branded search.
Placement control is most of the work
Left to its defaults, the display network will place your brand next to content you would never choose and inside mobile apps where the clicks are accidental. A meaningful share of untended display spend goes to placements that produce nothing but a chart.
We build and maintain exclusion lists (app categories, content categories, specific domains) and review the placement report every month. It is the single biggest efficiency lever in the channel.
Retargeting is a sequence, not a reminder
Showing the same banner to someone for thirty days is not a strategy and it irritates the audience you most want. Segment by recency and by depth of engagement: someone who viewed one page needs a different message from someone who abandoned a form or a cart.
Frequency caps, burn pixels for converters, and a defined membership duration keep the programme working rather than annoying.
Creative fatigue is real and measurable
Display creative decays faster than any other format. Click-through rate falls, cost per acquisition climbs, and the account looks like it is losing efficiency when it simply needs new assets.
We produce a full size set at launch and refresh on a schedule rather than waiting for performance to visibly collapse.