Display advertising allows you to place digital advertising materials on websites and in online environments that suit your brand, offering and target audience.
Trebbau handles the planning and buying of your display campaign – from selecting suitable websites and thematic environments to choosing advertising formats and buying models, and evaluating campaign results.
What is display advertising?
Display advertising refers to digital advertising using graphical advertising materials such as banners, rectangles or skyscrapers.
Traditional display planning focuses on the advertising environment: Which websites and subject areas should the advertising appear in? Which environments suit the target audience? And which placement supports the campaign objectives?
Trebbau selects suitable digital advertising environments and aligns the placement, format and buying model with your campaign.
Which objectives can display advertising support?
Display advertising can fulfil different roles within an online campaign.
Typical uses include:
- Making brands and offerings visible
- Building digital reach
- Promoting products or special offers
- Reaching new audiences
- Driving visitors to a website or landing page
- Supporting time-limited campaigns
Whether a broad-reach campaign or targeted placements in selected specialist and thematic environments are more suitable depends on your target audience and communication objectives.
How can display ads be placed?
Traditional display campaigns offer different options for planning advertising environments.
Run of Network – reach across an advertising network
With Run of Network, display ads are delivered across a larger advertising network.
This approach is particularly suitable for campaigns that prioritise broad digital reach.
Run of Channel – relevant thematic environments
With Run of Channel, ad delivery focuses on selected subject areas – such as finance, automotive or other interests relevant to the target audience.
This allows reach to be focused more closely on thematically suitable environments.
Run of Site – targeted placements on selected websites
With Run of Site, advertising is placed on individual websites.
This enables a particularly deliberate choice of advertising environment and can be suitable when specific websites are especially relevant to the target audience, brand or campaign message.
Which display formats are available?
Display advertising offers different advertising formats and placement options. Examples include:
- Super Banner
- Medium Rectangle
- Skyscraper
- Wide Skyscraper
- Sticky Ads
- Ad Bundles
The most suitable format depends on the campaign objectives, intended placement, device and available inventory.
More attention-grabbing special formats can also be used when the campaign calls for a stronger visual presentation.
Environment-based planning or programmatic advertising?
Display advertising describes the advertising format itself. Buying and ad delivery can take place in different ways.
With traditional environment-based planning, websites and subject areas are selected according to how well they suit the brand, product and target audience.
With programmatic advertising, digital advertising placements are bought automatically, with a stronger focus on audience, data and performance criteria.
The approach that best suits the campaign, or whether both should be combined, depends on the objectives, target audience and budget.
What makes a good display campaign?
A successful display campaign does not begin with choosing a banner format. What matters is how several factors work together.
Relevant advertising environments
The websites and subject areas should suit the target audience and the positioning of the advertised offering.
Suitable advertising materials
The format, design and message must be easy to understand even at a glance and guide users towards the intended next step.
A suitable landing page
Anyone who clicks on a display ad should arrive on a page that consistently continues the message of the advertising material.
The ad and landing page should therefore be aligned in terms of content.
Appropriate contact frequency
Reach is not the only relevant factor: the number of advertising contacts also matters. Frequency capping can be used to control how often a user encounters a campaign within a defined period.
How is a display campaign evaluated?
The relevant metrics depend on the campaign objectives.
A reach-focused campaign prioritises different metrics from a campaign designed to drive visits to a landing page or generate specific responses.
Possible metrics include:
- Ad impressions
- Clicks
- Click-through rate
- Reach
- Costs
- Conversions or defined campaign actions
The results show which placements and advertising materials perform well and where there is scope for optimisation during the campaign or in subsequent campaigns.
Why choose Trebbau for display advertising?
Trebbau combines digital display planning with experience in traditional media planning and audience targeting.
We therefore consider more than the available advertising placements: we assess which websites, thematic environments and formats are suitable for the target audience and campaign.
Display advertising can be used independently or combined with programmatic advertising, video ads, social media and traditional media.
Plan your display campaign with Trebbau
Would you like to make your brand, products or offerings visible in suitable digital environments?
We assess your target audience, campaign objectives and budget to develop an appropriate display plan with suitable websites, thematic environments, advertising formats and buying models.
Speak to or use our contact form.
Frequently asked questions about display advertising
Display advertising is digital advertising using graphical advertising materials such as banners, rectangles or skyscrapers. The ads are placed on websites and in digital advertising environments, and can link to a website or landing page.
Display advertising describes the digital advertising format. Traditional display planning involves selecting suitable websites or thematic environments. Programmatic advertising, by contrast, refers to the automated, data-driven buying and delivery of digital advertising placements.
Common formats include Super Banner, Medium Rectangle, Skyscraper, Wide Skyscraper and Sticky Ads. Which formats are available and suitable depends on the advertising environment and campaign objectives.
Yes. Environment-based display planning allows specific websites or subject areas to be selected. How narrowly placements are defined depends on the chosen buying model and desired reach.
