Display ad campaigns: Digital screens, billboards, and video screens in Times Square, New York

1. Relevant message to the right target group at the right time
   The key to successful display ads is relevance. Ensure that your message is tailored precisely to the needs and interests of your target group and that your display ads are shown at the right time, when your potential customers are most receptive.
2. Keep it simple
   A maximum of three messages in no more than 10 words! Your ad should be concise and easy to understand. Limit your message to a maximum of three main points and use no more than ten words to convey them. A clear and simple message will be better received.
3. Meaningful image related to the topic, preferably featuring people or products
   An appealing image is an essential part of any display ad campaign. Use an image that supports your message and ideally shows people or products to create an emotional connection.
4. High-contrast colors that also match your website and brand
   The choice of colors is crucial for the impact of your ads. Use high-contrast colors that attract attention but still match your website and brand to ensure consistent brand perception.
5. Avoid symbols, abstractions, and cryptic language
   Clarity is key. Avoid confusing symbols, abstract representations, or cryptic language in your ads. The message should be easy to understand.
6. The call to action has a measurable impact on the click rate
   Your call to action (CTA) is the prompt that encourages the user to perform a desired action, such as clicking on your website. Make your CTA appealing and test different wording to find out which one increases the click-through rate the most.
7. Give the campaign time
   It only makes sense after four weeks: Successful display ad campaigns need time to achieve results. Give your campaign at least four weeks to develop and collect data before making any changes.
8. Provide as many different format sizes as possible
   Your ads should look good on different platforms and also on mobile devices. Keyword: responsive display ads. Make sure you create display ads in different sizes and formats to achieve a wider reach.
9. Use A/B testing to find out what works best
   Optimizing your display advertising is an ongoing process. Conduct A/B testing to find out which elements of your ads work best and adjust your campaign accordingly.

With these nine tips, you are well equipped to create successful display campaigns and achieve your marketing goals. Always remember that relevance, clarity, and continuous optimization are the keys to success. We will then take care of the implementation of the display ad campaign, paying attention to the following points, among others:

• Our experts in the campaign management team focus on optimizing display campaigns to efficiently achieve your advertising goals.
• We use inclusion lists (whitelists) and exclusion lists (blacklists) to prioritize placements on the appropriate target group websites.
• By using negative keywords and blacklists, we avoid inappropriate websites and thus ensure brand safety in the context of your display advertising. Generally excluded are hate speech, violence, nudity, pornography, NSFW, NMS, click baiting, alcohol, tobacco, drugs, gambling, weapons, etc.
• Various targeting methods, including social media, are used in parallel to accompany your selected target group along their customer journey.
• We use frequency capping to ensure the effective use of impressions so that your target audience is not confronted with too many ad impressions.
• Responsive ads and prioritizing high-click formats such as classic 970×250 banners optimize the visibility of your banner advertising.
• Decisions about the use of mobile devices and tablets in each campaign are made in order to improve customer engagement across different devices.
• Correct evaluation and continuous optimization of the campaign are important steps in ensuring that the campaign budget is used efficiently.
• Prioritizing or excluding certain placements enables targeted control of your display advertising campaign.
• Customized bidding strategies for tablets and mobile banners are implemented as part of budget management to ensure maximum reach.
• Consistent delivery of your ads throughout the campaign period ensures a consistent presence in the desired target group.
• Consistent frequency capping optimizes the number of ad impressions per user to ensure effective customer engagement.
• Constant monitoring of placements ensures that your banner ads achieve high click-through rates (CTR) and appear in the most suitable environments.

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