1. Why to use Display as an advertisement opportunity?The big idea that stands behind Display advertising is to create awareness of consumers higher in the conversion funnel…to be there even before people realising they need your product or service.It is true that Display doesn’t convert on a last click basis the same as Search due to user intent, but we should not forget the importance of raising awareness for your Brand for consumers at the top of the conversion funnel.Display becomes a quick cost effective brand building exercise by putting your name in a more creative way in front of consumer’s eyes. Display drives traffic to your website, creating engagement with your customers…and with the sophisticated ways of targeting nowadays, Programmatic Display provides with low risk options to advertisers.It is important to understand that Display and Search are different but still they complement each other. Display is a long term investment, with long term results. Using Google Analytics we can see multi-channel funnel reports that show how Display might be contributing to assisted conversions. Therefore, we can adapt our strategy accordingly, modifying our targeting to become more specific and to drive better performance.

2. How does Display Advertisement work?We can find Display Advertisement (GDN) in Google Ads, Ad Sense, Double click and YouTube on both desktop and mobile devices.One of the great assets of Display advertising is the possibility of working with a diverse range of formats, such as text, image, rich media display ads (dynamic ads) and video.What is more is it also allows us to target audiences in different ways:• Geographic location or language• Mobile• Ad schedule• Keywords• Topics• Placements• Interest and Remarketing• DemographicsSome essential good practices when working with Display are:• Spending time working on a Display strategy• Identifying prospective audiences and how to target them• Create goals and measurement• Analyse the data and optimise the campaigns based on the performance• Have realistic expectations from the start as to campaign metrics• Important to test different creatives and targeting methodsAnd bear in mind:Display is a long-term investment and it is different from Search.3. So why to invest in video advertising?The Search network has become a mature market. Competition in Search advertising is growing, and companies need to differentiate from their competitors in the way they reach their customers. Hence, it is crucial to look at different options, think about new and innovative ways to engage with your costumers.Video gives you the opportunity of engaging with your customers in a creative and interactive way. You can find small cost-effect opportunities through this format, as cost-per-view is generally lower than the cost-per-click. What is more with these video formats, named as True View Videos in YouTube, you only pay when users:• watch the first 30 seconds (or watch the entire video if it is less than 30 seconds) or• if the viewer interacts with the ad, by clicking on it, sharing or liking it.Why YouTube?YouTube is now the second largest search engine after Google, with over 1 billion unique visitors per month, and over 1.3 million hours of this is commercial watch time. Moreover, 9/10 people feel that True-View in stream video format leads to a more enjoyable experience, especially since it offers the choice of watching an ad.

TrueView video ads give viewers the choice of which advertiser’s messages they want to see and when. There are two types of True Video Ads, that provide different types of interaction.In Stream: it comes up within another video, before, during or after.

In Display: it appears alongside other videos, in video search results. In this format, you only pay when the viewer decides to watch the ad by clicking on the video.

But isn’t video difficult to produce? Not necessarily, now you have the power in your hands. There are plenty of resources that will make it easier for you to create video content without having to allocate a big budget. Get the best out of video advertising by following some good practices:• Target videos to specific audiences• Test multiple versions• Communicate a concise message (in 2 minutes or less)• Use attention grabbers especially in the first 5 seconds• Create original contents• Read viewers contents• Update your content regularlyDo you want to go beyond Search? Contact us to find out more & get an in-depth analysis of what your business needs and how an integrated digital approach help drive sales for your business.Words: Stellar Search team members, Nicole and Silvia.