Of all the programmatic campaigns we run, Display Ads make up the biggest portion of these type of demand-side promotional efforts. We have access to national and global inventory that can be hyper-targeted across various methods such as contextual, behavioral, keyword, hyperlocal, site-specific and retargeting or a hybrid of these methods. We also have access to private networks as well as mobile app inventory. Regardless of the creative choices made for these online display ads, typically these campaigns are more awareness and branding efforts in comparison to lead generation alternatives like Pay Per Click, Search Engine Optimization and Email Marketing. Therefore, we encourage these campaigns to be packaged up with other marketing efforts since expecting opportunities to match conversions of those alternatives is not realistic.
An area of growth that also uses display ads, but has more promising lead generation results is using social media networks like Facebook, Instagram and LinkedIn for B2C or B2B targeting. It is not because of their large daily active user base since programmatic networks match and exceed it. Most likely it is due to higher engagement and viral sharing capabilities inherent to social media. A form of display ads that does lead to higher conversions is retargeting as various promotional display creative can be A/B tested to determine which messaging leads to better results to entice former web visitors to click and convert. Retargeting can also be applied to email and drip campaigns as well as social media channels too.