Display advertising

Digital advertising using visual or rich-media placements across websites, apps and other eligible digital inventory. Common forms include standard display units, rich media, native-style display placements and high-impact formats. Availability varies by market, supplier and campaign date.

Display advertising can be considered when a brief needs reach, retargeting where lawful, contextual placement and audience extension. It should still be compared against alternative channels rather than treated as an automatic choice.

Planning normally considers inventory quality, context, audience, viewability, format, frequency, fraud controls, consent and measurement. The appropriate mix depends on the objective, audience, geography, campaign period, budget and creative.

There is no single fixed price for display advertising. Cost can change with geography, inventory quality, format, demand, campaign dates, duration, production, buying method and the scale of the schedule.

Targeting options depend on the medium and supplier. For display advertising, planners should be explicit about whether targeting is geographic, contextual, audience-based, intent-based, behavioural or a combination, and what data supports it.

Do not equate an ad served with an ad seen. Use the platform and verification definitions relevant to the campaign.

Before booking, confirm the campaign objective, target audience, geography, dates, creative format, budget, delivery basis, measurement method, production requirements and what would cause the recommendation to change.

PMA can assess whether display advertising fits the brief, compare it with other media, investigate current inventory and buying conditions, build it into a wider schedule and coordinate the practical steps required to launch.