Display

What display is

Banners on websites and in apps: from a narrow strip above an article to half a screen in a news app. The reach is large and the cost per thousand impressions low, which makes it well suited to building awareness.

What we work on

• Formats — a set that covers the most common positions
• Viewability — paying only for what actually appears on screen
• Contextual — placement based on the subject of the page
• Exclusions — sites and categories you don't want to appear on

Don't expect clicks

The click-through rate on display is well below one per cent in most sectors. That is not a flaw but the nature of the channel: people rarely click on a banner, but they do remember it. So judge display on reach and brand recognition, not on direct conversions.

Contextual is becoming more important

With third-party cookies being phased out, the emphasis is shifting from who the viewer is to where they are. Advertising next to content that matches your subject works without personal data — and keeps working as tracking is restricted further.

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Cases using this service