These are a part of our environment while we surf the internet: advertising banners, pop-ups, videos, hover ads… display marketing is omnipresent and it comes in many forms. We find them on websites, applications (apps), and even on social media networks. There are two principal actors: advertisers and publishers. Advertisers invest in a marketing campaign to promote their products and/or services. Publishers are administrators who provide support to advertisers by running their marketing campaign on their website.
There are certain “departments” that increase the broadcast of a marketing campaign so it can be visible to the desired audience. In terms of investment, there are two kinds of strategies: the auction marketing plan, where an advertiser defines a price for the advertisement’s broadcast, or a retargeting campaign to obtain clients who have already exhibited (through their online searches, interactions, etc.) an interest in the brand. Cookies play a central role in display marketing, because they allow publishers to target and promote relevant advertisements to users. Display marketing offers a large variety of formats, including animation, advertising banners, pop-ups, videos, pop-unders… you need to be creative and innovative to stand out. The objective is to generate an interaction (a click) with the ad to attract the user to your website. The quality of the visual is therefore paramount.