🖼️ Display Campaign Setup Guide

This guide covers the Display-specific features and differences when creating Display campaigns. For the complete campaign setup process, refer to our main step-by-step guide.

🎯 When to Choose Display Channel

Display campaigns are perfect for:

• 🎯 Performance Marketing: Drive clicks, conversions, and measurable actions
• 🔄 Retargeting Campaigns: Re-engage website visitors with targeted messaging
• 💰 Cost-Effective Reach: Broad audience reach with flexible budget options
• 📊 Starter-Friendly: Available on STARTER plan for new advertisers
• 🌐 Universal Inventory: Access to largest pool of programmatic inventory

🔑 Display-Specific Requirements

Subscription & Budget

• STARTER Plan Compatible: Only channel available on STARTER plan
• Flexible Budget: No strict minimum (recommended: €200+ for optimal delivery)
• Competitive CPMs: Expect €0.50-€8 CPM range across inventory types

Creative Specifications (Display-Specific)

• Multiple Banner Sizes: 320x50, 728x90, 300x250, 970x250, and more
• Static & Animated: GIF animations supported (under 150KB)
• Rich Media: Interactive creatives with enhanced engagement
• Native Formats: Content-integrated banner styles

🎛️ Display Channel Differences

Step 4: Display Inventory Access

Broadest Inventory Reach:

• Web Display: Desktop and mobile website placements
• Mobile Web Banners: Mobile web banner slots
• Social Inventory: Social media platform banner placements
• E-commerce Sites: Product page and category integrations

Display vs. Other Channels: Display has the widest inventory availability and most flexible targeting options

Step 5: Display-Specific Inventory

Popular Display PMP Deals:

• BidSwitch: Premium European inventory (CPM: €1-4)
• Index Exchange: Global display network (CPM: €0.80-3)
• PubMatic: Quality publisher relationships (CPM: €1.20-4)
• Magnite: Comprehensive display reach (CPM: €0.60-2.50)

Open Exchange Advantages:

• Vast inventory scale for maximum reach
• Real-time bidding optimization
• Cost-effective CPMs for performance campaigns

Step 8: Display Creative Strategy

Banner Size Strategy:

• Mobile-First: 320x50, 300x250 for mobile traffic
• Desktop Power: 728x90, 970x250 for web browsing
• Universal: 300x250 works across all environments
• Rich Media: Interactive elements for premium placements

Creative Best Practices:

• Clear CTAs: Prominent call-to-action buttons
• Brand Consistency: Logo and colors clearly visible
• Message Hierarchy: Key message readable at small sizes
• File Optimization: Fast loading for better performance

Step 9: Display-Specific Settings

✅ Full Feature Access:

• Complete Frequency Control: 1-5 daily impressions recommended
• Viewability Optimization: Target 70%+ viewable impressions
• Advanced Dayparting: Optimize for web browsing patterns
• Device Targeting: Granular mobile vs. desktop control

Display Optimization Options:

• CPC: €0.10-€2.00 for traffic generation
• CPA: €5-€50 depending on conversion value
• CPM: €0.50-€8 for brand awareness
• Reach: Maximize unique user exposure

Step 7: Display Targeting Advantages

Full Targeting Suite:

• Audience Segments: Rich demographic and behavioral data
• Contextual Targeting: Content-based placement optimization
• Retargeting Power: Website visitor re-engagement
• Lookalike Expansion: Scale successful audience segments
• Geographic Precision: City, region, and country targeting

🎯 Display Success Strategies

Performance-Focused Approach

• CPA Optimization: Drive measurable conversions
• Retargeting Priority: Focus on website visitor re-engagement
• Creative Testing: A/B test banner variations continuously
• Landing Page Alignment: Match banner message to destination

Brand Awareness Strategy

• Reach Optimization: Maximize unique user exposure
• Premium Placements: Target high-quality publisher inventory
• Frequency Management: Balance exposure without oversaturation
• Creative Rotation: Multiple banner variations for freshness

Budget Optimization

• Daypart Analysis: Focus spending on high-performance hours
• Geographic Performance: Scale successful regions
• Device Optimization: Shift budget to best-performing devices
• Inventory Source: Balance open exchange vs. PMP performance

📊 Display Performance Expectations

Benchmark Metrics

• CTR: 0.10-0.50% (higher for retargeting)
• Viewability: Target 70%+ viewable impressions
• CPC: €0.10-€2.00 depending on targeting
• CPA: Varies by industry and conversion value

Optimization Timeline

• Day 1-3: Initial data collection and automated bidding
• Day 4-7: Performance patterns emerge
• Week 2+: Stable optimization and scaling opportunities

⚠️ Display vs. Other Channels

💡 Display Optimization Tips

Creative Performance

• Size Testing: Test different banner dimensions
• Message Testing: A/B test headlines and CTAs
• Visual Testing: Try different color schemes and layouts
• Animation Testing: Compare static vs. animated performance

Targeting Refinement

• Audience Layering: Combine demographic + behavioral segments
• Contextual Alignment: Match banner message to content context
• Negative Targeting: Exclude non-performing segments
• Geographic Focus: Concentrate on high-performing regions

Budget Management

• Performance Monitoring: Daily budget pacing analysis
• Bid Optimization: Adjust MAX CPMs based on performance
• Inventory Optimization: Balance cost vs. quality
• Scaling Strategy: Gradually increase budgets on winners

🚀 Getting Started with Display

Starter Plan Benefits

• Learning Environment: Perfect for programmatic advertising beginners
• Cost Control: Lower financial risk while learning
• Full Targeting: Access to all audience and contextual options
• Performance Focus: Ideal for measuring ROI and conversions

Upgrade Considerations

• Multi-Channel Strategy: Add Video, CTV, Audio with PRO plan
• Advanced Features: Enhanced optimization and reporting
• Premium Inventory: Access to exclusive PMP deals
• Comprehensive Campaigns: Full-funnel advertising strategies

💡 Pro Tip: Display campaigns are the foundation of programmatic advertising. Master display performance and targeting before expanding to video and other premium channels for maximum campaign success.

For the complete campaign setup process, including steps 1-3, 6-7, and 10-11, follow our main campaign setup guide.