Make digital advertising work harder for your business

March 6, 2019

In an ever-increasing digital world, where devices continue to demand our attention because we’re too busy responding to emails, messages or scrolling through social media, most display advertising can seem like an old-school and dated method in 2019. 

But before you rule it out completely, display advertising has come a long way since its first online appearance in the 1990s…

So, what is display advertising?

In a nutshell: Display advertising delivers online advertisements and brand messages to website visitors.

Starting from humble beginnings, display advertising now incorporates a whole new spectrum of technology, evolving from drab static images to one of the biggest branches of online marketing available today.

How effective is it for brand awareness?

Digital marketing is celebrated for its ability to measure direct responses throughout the customer journey. If you’re not selling direct though, there are various ways to measure display’s brand impact. For bigger brands, brand tracking surveys pre-and-post the campaign can provide insight.

For instance, the research by Interbrand for our ‘Think Again’ campaign to promote Panasonic’s business products, increased awareness amongst the target audience who had seen the advert by 25%.

If your budget doesn’t stretch to hiring a market research company, careful analysis of your Google analytics data can provide insights. An example, this time for a wealth management company, comes from a campaign targeted at three UK towns. The increase in web visitors from those towns increased by an average of 60%.

Another useful tactic is to use phone call tracking on your campaign. In a recent campaign, we revealed that web responders accounted for twice as many calls as we previously thought.

But how do you make your digital display advertisements stand out in the crowd?

In this article we’ll be exploring what’s on the horizon in 2019 and how your business can maximise your ROI with these 5 tips... 

Video content is where it’s at

Video advertising has steadily increased in popularity, and since videos can also be used on social platforms, it presents additional opportunities to reach a wider audience.

With video ads proving to return stronger performance and engagement metrics due to the continued growth of platforms like YouTube, Netflix and Amazon Prime, it would be foolish not to jump on this successful bandwagon!

Don’t be scared - experiment with social and retarget

Unless you’ve been living under a rock, you’ll know that social media is a hot platform for rich audience targeting. With the ability to target ads based on age, gender, interests and locations – social advertising is quick and easy way to reach consumers, fast.

One of the many positives of paid social advertising is the instant feedback. Monitoring sponsored posts to gauge effectiveness can be done in a matter of minutes! Make it your mission to begin testing ads with a smaller audience to determine what works best, then use this knowledge for a bigger campaign.  

Capture short attention spans

They say that a display ad needs to convey your brands message in less than three seconds. Not a lot of time really is it? This why you have to approach display ads the same way you would a billboard; it should grab your attention instantly, with a minimum amount of information.


According to an article from Marketing Land: 54 percent of consumers expect brands to tailor mobile information for them based on their previous behaviour, such as website visits or purchases.

This is where automation comes in handy…

Brad Bender, Golbal Product Manager of Google's Display & Advertising says “Google’s Smart Display campaigns continuously optimize your audience settings, bids, and creative assets, making sure the right message reaches your most interested customers at the right time — helping you drive more conversions. In fact, on average, advertisers who use Smart Display campaigns have seen 20 percent more conversions at the same cost-per-acquisition (CPA) when compared to their other display campaigns.”

Programmatic DOOH goes mainstream

With Programmatic DOOH a.k.a. ‘digital out-of-home’ becoming more accessible for media buying and effective measurement, DOOH ads are twice as likely to be seen and  2.5 times more impactful capturing the attention of outdoor audiences even better.

In other words: DOOH is the future.


With digital display ad trends on the rise and growth continuing to rise, now is the time to get creative and create measurable goals – so get increasing your ad spend budget today!

Want to find out more about how Proctor + Stevenson can help reach your best audience with display advertising? Get in touch now: