Display and programmatic advertising are powerful tools in a marketer’s arsenal. Display advertising involves placing banner ads or other visual content on websites and other digital platforms. In contrast, programmatic advertising uses automated technology to buy and sell real-time ad inventory. Together, they offer an effective way to reach and engage your target audience across the digital landscape.

But with so many options available, how can you create an effective strategy for using display and programmatic advertising? In this article, we’ll outline a comprehensive approach to using these tactics and explore some of the MarTech tools to help you execute your strategy effectively.

Set Your Objectives

Before you start any advertising campaign, setting clear objectives is important. What do you want to achieve with your advertising? Do you want to increase brand awareness, generate leads, or drive sales? The objectives you set will determine your targeting strategy, your creative approach, and your metrics for success.

For example, if you’re running a display advertising campaign to increase brand awareness, you might focus on reaching a broad audience with eye-catching creativity. But if you’re running a programmatic campaign to drive sales, you might target specific audience segments with personalized messaging and retargeting ads.

Define Your Target Audience

Once you’ve set your objectives, it’s time to define your target audience. Who are you trying to reach with your advertising? What are their interests, demographics, and behaviors? This information will help you choose the right channels and platforms to reach your audience and develop creative that resonates with them.

Several MarTech tools can help you define your target audience. For example, Google Analytics can provide detailed demographic and behavioral data about your website visitors. At the same time, social listening tools like Hootsuite Insights can help you understand what your target audience says about your brand on social media.

Choose Your Channels and Platforms

Now that you know who you’re targeting, it’s time to choose the channels and platforms you’ll use to reach them. This will depend on your objectives, target audience, and budget.

Display advertising can be effective on various platforms, from major search engines like Google and Bing to social media platforms like Facebook, Instagram, and Twitter. Programmatic advertising can be purchased through ad exchanges or demand-side platforms, which offer access to a wide range of ad inventory across multiple channels and platforms.

Several MarTech tools can help you choose the right channels and platforms for your advertising. For example, Google Ads offers powerful targeting options and detailed reporting. Programmatic advertising platforms like The Trade Desk provide access to a wide range of ad inventory and sophisticated targeting capabilities.

Develop Your Creative

Your creativity is the heart of your advertising campaign. It will capture your audience’s attention and motivate them to take action. Your creative should align with your objectives, target audience, and chosen channels and platforms.

You’ll need to develop eye-catching visual content for display advertising that stands out on the page. This could be a static banner ad, an animated GIF, or even a video ad. For programmatic advertising, you must develop personalized messaging and creativity that speaks to your target audience’s interests and behaviors.

Several MarTech tools can help you develop and optimize your creativity. For example, Canva offers an easy-to-use platform for creating professional-quality designs, while Adobe Creative Cloud provides advanced design tools for experienced designers.

Measure Your Results

Finally, it’s important to measure your results and optimize your campaigns based on your findings. This will help you maximize your return on investment and improve the effectiveness of your display and programmatic advertising.

You can measure your campaigns’ success using several metrics, including impressions, clicks, conversions, and return on ad spend (ROAS). By tracking these metrics and analyzing your results, you can identify what’s working and what’s not and adjust your strategy accordingly.

Many MarTech tools help you measure and optimize your advertising campaigns. For example, Google Analytics provides detailed reporting and insights into your website traffic and conversion data, while attribution platforms like AdRoll help you understand how your ads influence customer behavior across multiple channels and touchpoints.

Conclusion

Effective display and programmatic advertising requires a comprehensive strategy that aligns with your objectives, target audience, and chosen channels and platforms. By setting clear objectives, defining your target audience, choosing the right channels and platforms, developing compelling creative, and measuring your results, you can create campaigns that reach and engage your audience and deliver measurable results.

Many MarTech tools are available to help you execute your strategy effectively, from analytics and attribution platforms to creative design and optimization tools. By leveraging these tools and staying up-to-date on the latest trends and best practices, you can stay ahead of the competition and achieve your advertising goals. 

Tools

Here are short reviews of Display and Programmatic Advertising. For longer reviews, click the link for each tool.

1. Imonomy – https://www.imonomy.com/ Imonomy is an ad platform that helps publishers monetize their content through in-image and in-text ads. It uses AI technology to optimize ad placements and maximize revenue. Read Our Review of Imonomy
2. BidSwitch – https://www.bidswitch.com/ BidSwitch is a programmatic advertising platform that connects supply-side platforms (SSPs) and demand-side platforms (DSPs) for efficient buying and selling of ad inventory. Read Our Review of BidSwitch
3. AdHash – https://adhash.org/ AdHash is a blockchain-based advertising platform that offers transparent, secure, and efficient buying and selling of ad inventory. Read Our Review of AdHash
4. TheAdex – https://theadex.com/TheAdex is a data management platform that helps advertisers and publishers collect, segment, and activate data for more effective targeting and personalization. Read Our Review of TheAdex
5. Adline – https://www.adline.com/ Adline is a self-serve programmatic advertising platform that offers access to multiple ad exchanges and supply sources. Read Our Review of Adline
6. Amazon Advertising – https://advertising.amazon.com/Amazon Advertising is a suite of advertising solutions that help advertisers reach and engage customers on Amazon’s website, apps, and devices. Read Our Review of Amazon Advertising
7. Adbeat – https://www.adbeat.com/ Adbeat is a competitive intelligence platform that provides insights into competitors’ advertising strategies, including ad copy, placement, and targeting. Read Our Review of Adbeat
8. Thrive Labs – https://thrivelabs.io/Thrive Labs is a programmatic advertising platform that uses machine learning to optimize ad campaigns and maximize ROI. Read Our Review of Thrive Labs
9. AdSpyglass – https://adspyglass.com/AdSpyglass is a mediation platform that helps publishers optimize their ad revenue by automatically selecting the best ad networks for each impression. Read Our Review of AdSpyglass
10. AOL – https://www.aol.com/AOL is a digital media and advertising company offering various advertising solutions, including display, mobile, video, and programmatic advertising. Read Our Review of AOL Advertising
11. BannerBoo – https://bannerboo.com/ BannerBoo is an online banner maker that allows users to create professional-quality banner ads without design skills. Read Our Review of BannerBoo
12. Connexity – https://connexity.com/ Connexity is an e-commerce marketing platform that helps retailers reach and engage shoppers through targeted display and programmatic advertising. Read Our Review of Connexity
13. Digilant – https://digilant.com/Digilant is a programmatic advertising company that provides end-to-end solutions for advertisers, including media planning, buying, and optimization. Read Our Review of Digilant
14. Blip Billboards – https://blipbillboards.com/ Blip Billboards is a programmatic advertising platform that enables advertisers to buy digital billboard ads in real time. Read Our Review of Blip Billboards
15. Ortec – https://www.ortec.com/ Ortec is a data analytics and optimization company that offers solutions for supply chain, workforce, and advertising optimization. Read Our Review of Ortec
16. CtrlShift – https://ctrlshift.com/CtrlShift is a programmatic advertising company that provides brand safety, viewability, and transparency solutions. Read Our Review of CtrlShift
17. Rakuten Advertising – https://rakutenadvertising.com/ Rakuten Advertising is an advertising platform that helps brands reach and engage customers through affiliate marketing, display advertising, and influencer marketing. Read Our Review of Rakuten Advertising
18. RichPush – https://richpush.com/ RichPush is a push notification advertising network that allows advertisers to target and engage users through browser notifications. Read Our Review of RichPush
19. SmartyAds – https://smartyads.com/ SmartyAds is a programmatic advertising platform that offers solutions for ad serving, demand-side and supply-side platforms, and data management. Read Our Review of Smarty Ads
20. StickerRide – https://stickerride.com/ StickerRide is a mobile advertising platform that connects brands with drivers who place branded stickers on their cars and drive around town. Read Our Review of StickerRide
21. NWS.ai – https://nws.ai/ NWS.ai is a programmatic advertising platform that offers solutions for display, video, and native advertising. Read Our Review of NWS.ai
22. Streamlyn – https://www.streamlyn.com/ Streamlyn is a programmatic advertising company that provides media planning, buying, and optimization solutions. Read Our Review of Streamlyn
23. TheRAMP – https://theramp.co/ TheRAMP is a programmatic advertising platform that uses machine learning to optimize ad campaigns and deliver personalized experiences. Read Our Review of The RAMP
24. Traffective – https://traffective.com/ Traffective is a programmatic advertising company that offers solutions for media planning, buying, and optimization. Read Our Review of Traffective
25. 24/7.ai – https://www.247.ai/ 24/7.ai is an artificial intelligence and machine learning platform that offers chatbots, customer engagement, and digital marketing solutions. Read Our Review of 24/7.ai
26. Adobe Advertising Cloud – https://business.adobe.com/products/advertising/adobe-advertising-cloud.html Adobe Advertising Cloud is a programmatic advertising platform that offers solutions for media planning, buying, and optimization across multiple channels and platforms. Read Our Review of the Adobe Advertising Cloud
27. AdRoll – https://www.adroll.com/ AdRoll is a retargeting and prospecting platform that helps advertisers reach and engage customers across multiple channels and devices. Read Our Review AdRoll
28. Advendio – https://www.advendio.com/ Advendio is a sales management platform for digital advertising that helps publishers and advertisers streamline their ad operations. Read Our Review of Advendio
29. Advertizer – https://advertizer.com/ Advertizer is a self-serve programmatic advertising platform that offers access to multiple ad exchanges and supply sources. Read Our Review of Advertizer
30. Adzooma – https://www.adzooma.com/ Adzooma is an online advertising platform that helps advertisers optimize and automate their ad campaigns across multiple channels and platforms. Read Our Review pf Adzooma
31. ExoClick – https://www.exoclick.com/ ExoClick is a programmatic advertising platform that offers solutions for display, video, and native advertising. Read Our Review of ExoClick
32. Adtelligent – https://adtelligent.com/ Adtelligent is a programmatic advertising company that provides solutions for media planning, buying, and optimization. Read Our Review of Adtelligent
33. Earnify – https://www.earnify.com/ Earnify is a performance marketing platform that helps advertisers drive conversions and increase revenue through affiliate marketing and native advertising. Read Our Review of Earnify
34. Adnium – https://www.adnium.com/ Adnium is a programmatic advertising platform that offers solutions for display, video, and native advertising. Read Our Review of Adnium
35. Amobee – https://www.amobee.com/ Amobee is a digital advertising platform offering programmatic, social media, and mobile advertising solutions. Read Our Review of Amobee
36. Apple Advertising – https://advertising.apple.com/ Apple Advertising is a suite of advertising solutions that help advertisers reach and engage customers on Apple’s devices, apps, and services. Read Our Review of Apple Advertising
37. BannerFlow – https://www.bannerflow.com/ BannerFlow is a creative management platform that allows users to design and publish HTML5 banner ads without coding. Read Our Review of BannerFlow
38. Beeswax – https://www.beeswax.com/ Beeswax is a programmatic advertising platform that offers solutions for media planning, buying, and optimization. Read Our Review of Beeswax
39. Bidx – https://www.bidx.io/ Bidx is a programmatic advertising platform that offers solutions for media buying and optimization using blockchain technology. Read Our Review of Bidx
40. ClixTell – https://www.clixtell.com/ ClixTell is a click fraud protection platform that helps advertisers identify and prevent fraudulent clicks on their ads. Read Our Review of ClixTell
41. Converto – https://converto.com/ Converto is a programmatic advertising platform that offers solutions for media planning, buying, and optimization. Read Our Review of Converto
42. Criteo – https://www.criteo.com/ Criteo is a programmatic advertising company that provides retargeting, prospecting, and personalized advertising solutions. Read Our Review of Criteo
43. Frogo – https://frogo-ad.com/ Frogo is a programmatic advertising platform that offers media buying and optimization solutions. Read Our Review Frogo
44. Finch – https://www.finch.com/ Finch is an AI-powered digital advertising platform that helps advertisers optimize their ad campaigns across multiple channels and platforms. Read Our Review of Finch
45. Fraudlogix – https://www.fraudlogix.com/ Fraudlogix is an ad fraud detection and prevention platform that helps advertisers protect their ad campaigns from invalid traffic. Read Our Review of Fraudlogix
46. Jelli – https://www.jelli.com/ Jelli is a programmatic advertising platform that offers solutions for buying and selling digital audio advertising. Read Our Review of Jelli
47. LiquidM – https://www.liquidm.com/ LiquidM is a programmatic advertising platform that offers solutions for media planning, buying, and optimization. Read Our Review of LiquidM
48. Mint – https://mint.ai/ Mint is a programmatic advertising platform that uses AI and machine learning to optimize ad campaigns and increase conversions. Read Our Review of Mint
49. Quantcast – https://www.quantcast.com/ Quantcast is a programmatic advertising company that provides audience targeting, measurement, and optimization solutions. Read Our Review of Quantcast
50. ReklamStore – https://www.reklamstore.com/ ReklamStore is a programmatic advertising platform that offers solutions for display, video, and native advertising. Read Our Review of ReklamStore
51. Roq.ad – https://roq.ad/ Roq.ad is a cross-device targeting and measurement platform that helps advertisers reach and engage customers across multiple devices. Read Our Review of Roq.ad
52. Sojern – https://www.sojern.com/ Sojern is a programmatic advertising company that provides solutions for travel advertising, including search, display, and video advertising. Read Our Review of Sojern
53. Sovrn – https://www.sovrn.com/ Sovrn is a programmatic advertising platform that offers solutions for media planning, buying, and optimization. Read Our Review of Sovrn
54. AdsWizz – https://www.adswizz.com/ AdsWizz is a digital audio advertising platform offering solutions for programmatic buying and selling audio ads. Read Our Review of AdsWizz
55. Strossle – https://strossle.com/ Strossle is a native advertising platform that helps publishers monetize their content through sponsored content and native ads. Read Our Review of Strossle
56. TrafficGuard – https://trafficguard.ai/ TrafficGuard is an ad fraud prevention platform that helps advertisers protect their ad campaigns from invalid traffic and fraud. Read Our Review of TrafficGuard
57. TrafficJunky – https://www.trafficjunky.com/ TrafficJunky is an online advertising network that offers solutions for display, video, and mobile advertising. Read Our Review of TrafficJunky
58. YOC – https://yoc.com/ YOC is a programmatic advertising company that provides solutions for mobile advertising, including display, video, and native advertising. Read Our Review of YOC