Specialism · Display and video
Display ads that put the brand on show.
With display ads you show visuals on websites and apps where your audience already is. That’s how you build brand awareness among people who aren’t searching yet. For a franchise we do that nationally for the brand and locally around each location.
When
Time for display ads if…
- your brand is still unknown in a region, for example around a new location
- you want to draw attention to a new product or service
- visitors leave your site without getting in touch
- your search campaigns are already getting the most out of people who are searching
What we do
From account to a campaign that keeps improving.
- 01
Account
We set up Google Ads, or Display & Video 360 if the campaigns are big enough for it.
- 02
Strategy
We define the audience, where we’ll reach them and with what message.
- 03
Creative
We don’t produce visuals ourselves, but we advise on the message, content and formats.
- 04
Targeting
We target by demographics, interests, behaviour and location, for the brand and for each location.
- 05
Retargeting
Website visitors later see a relevant message again, so you stay in the picture.
- 06
Fine-tune
After launch we track the results and adjust placements, audiences and budget.
What display is for
Display ads for awareness and retargeting.
Display ads are visual ads on websites, apps and other digital spaces. They can consist of images, text, video or a combination. You show them to people who aren’t actively searching at that moment. That makes display particularly suited to building brand awareness, introducing a new product or making people aware of a problem or opportunity. We often use display alongside video ads.
Display is also widely used for retargeting. Someone who has visited your website later sees, for example, the product they looked at or a promotion. That way you stay in the picture throughout the whole decision process.
Don’t expect the same from display as from search ads. Someone who is searching has an immediate need. Someone who sees a display ad is busy with something else. So you judge display on different figures.
Why franchising is different
One brand, a local message.
For a franchise, display works well when the visuals are managed centrally. Head office safeguards the house style; we set up the campaigns so every location gets a local variant aimed at its own region. When a new location opens, display is a quick way to make the brand known there.
Video ads
Video ads work when the message is short.
More and more people watch video. It’s an easy way to take in information without any effort. The flip side: attention spans are getting shorter. Many video ads can be skipped after a few seconds. So your message has to land straight away.
For most businesses, video is a good addition to their other marketing. In a short time you show how your product works, who works at the location or how a job is done. The prerequisite is a clear strategy and a message that appeals to the audience. We often use video ads together with display ads.
Part of
Every specialism works for the whole franchise brand.
This specialism is part of Hybrid and On-demand, used for the brand and for every location. Not a franchise, but still have a question? You can also hire us for this on its own.
Other specialisms
Frequently asked questions
About display ads.
What’s the difference between display and search ads?
Search ads appear in the search results when someone searches for what you offer, so there’s an immediate need behind them. Display ads appear on websites and apps while you’re busy with something else. They mainly build awareness.
What’s the difference between Google Ads and Display & Video 360?
With Google Ads you advertise within Google’s Display Network. Display & Video 360 also gives access to many other ad placements, including large publishers with plenty of high-quality traffic, and has more settings for tightly controlling campaigns. It’s mainly of interest for larger campaigns.
How do I reach exactly the right audience?
By combining targeting: demographics, interests, behaviour and location. For a franchise, location is often the most important, so every location reaches people from its own region.
How does a display ad stand out?
With visuals that stand out without shouting, a clear message and an obvious next step. The less text, the better. We advise on the message and content; you create the visuals themselves with your own designer or agency.
What are video ads?
Ads in the form of moving images that promote your products, services or brand. They appear on platforms such as YouTube, on websites and in apps.
A good conversation first, then a plan.
In one hour we discuss where you stand and which opportunities we see. If we are not the right fit, we will tell you.