In today’s digital landscape, your audiences aren’t only on one channel, they’re everywhere. From scrolling news sites on their phone to browsing on a desktop, capturing attention requires more than a generic ad. That’s where targeted display campaigns come into play: strategic, data-driven digital ads designed to reach the right people, in the right context, at the right time. But not all targeted display campaigns are the same.
What Is Targeted Display Advertising?
At its core, targeted display advertising uses visual ads or display banners, and are served across websites and apps that your ideal customers are likely to visit. These ads are customized using detailed targeting data, helping your brand stay top-of-mind even before potential customers search for you. Unlike paid search, which captures intent when people are actively searching, display ads introduce awareness and build interest over time.
The Big Categories of Targeted Display
While the goal of all targeted display campaigns is similar – to get your message in front of the right audience – the approach differs depending on how and when you want your ad seen. Here’s a breakdown of the key types:
- Geotargeting: This form of targeted display is the most basic and it focuses on getting your message seen by anyone in a specific area (think a few specific cities or maybe even states).
- Best For: Any business that wants to promote themselves, a product or service, or an event.
- Site Retargeting: Site retargeting focuses on users who have already visited your website but didn’t convert. By placing tracking code on your site, you can “follow” visitors across the web and remind them of what they viewed, whether a specific product or a service page. This keeps your brand in front of them as they continue their buying process.
- Best For: Businesses with longer sales cycles or products that require education.
- Contextual Targeting: Instead of following users, contextual targeting places your ads on pages related to relevant topics. For example, showing outdoor gear ads on hiking blogs. This increases relevance of the ads when they’re shown next to related content.
- Best For: Brands looking to connect with audiences already engaged with relevant content.
There’s Something for Everyone
Choosing the right type of targeted display campaign is about finding the tactic that fits your needs. Whether that’s building brand awareness or keeping site visitors engaged, the right type can help grow your business by providing the right targeting and messaging to the right audience at the right time. Contact our expert team today to learn more, and get started!
