Display advertising
DefinitionPaid Media
Display advertising
Visual ads - banners, rich media, video units - bought on websites and apps, historically the workhorse of programmatic. Cheap reach with famously low click rates; its defensible use is visibility and retargeting, not response.
Evidence from the library
Performance advertising mostly directs people to brands they have already chosenPrinciple21% / 7%Online video beats every other online display format, and works far better as a paid medium than an owned one.StatBusy Work = 38% of campaignsAdvertising Planning Matrix - Growth Engine, Cult Hit, Paid Noise, Busy WorkPrinciple$32 vs <$10TV and CTV CPMs run about $32 versus under $10 for typical programmatic, yet buyers treat all reach as equal.Stat17% / 10% / 6%Paid search and email are the strongest activation channels, well ahead of DRTV and SMS.Stat
Source
Marketing Definitions
standard digital media practice
More from this source
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