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How to decide which display advertising platform is right for you?

programmatic display advertising

Henry Ford, the founder of Ford Motor Company said “Stopping advertising to save money is like stopping your watch to save your time.” This statement even today defines the importance of advertising or I should say that it has become even more important in today’s age. As the era has changed so has the advertising and today in the digital era we have digital and display advertising leading the advertising industry.

Let’s begin with understanding what is display advertising?

Display advertising is a method of attracting and encouraging the target audience of your website, social media platform, or other digital platforms to take a particular action. These advertisements are often made up of image, text-based, or video ads that encourage the user to click-through to a landing page and take action like making a purchase.

Many display advertising and online advertising campaigns are charged on a cost-per-click (CPC) basis. That is to say, every time the user on a search engine clicks on your advertisement, you’ll get charged an amount on the basis of your overall bidding strategy.

They can also be utilized for retargeting campaigns. A retargeting campaign is a place where ads are served to users who have already visited a specific website. The ultimate goal is to target them again and encourage them to return to the website to take the same action again or an action that is at the next stage of the sales funnel.

Almost every business uses or wants to use display advertising, but the toughest part is choosing the right display advertising platform

Let’s check out how to decide which display advertising platform is right for you?

This a very crucial step for the advertising strategy of any business, so without any delay, let’s start.

Video Ads

While video ads mainly serve through video content platforms such as Amazon Prime Videos, Netflix, and YouTube, they can also be distributed through the networks of display ads & social ads.

Today, the great thing about video advertising is that almost every individual has access to smartphones with reasonably high-quality video capture capabilities. There are numerous people shooting, editing, and publishing video-based content, advertisements included, on nothing more than a mobile phone.

Customers love video ads. Presently, YouTube is the second-largest search engine on the Internet and people spend 33% of their time online engaging with video content.

Interest-based Ads

Ads made and used to target audience on the basis of their interest are interest-based ads. Interest-based ads are ideal for targeting new audience or customers. With interest-based targeting you can reach users with relevant ads that match their professional interests on the basis of content they share and engage with on various channels.


Remarketing (or retargeting) is when you retarget the audience to repeat the same action again or perform an action of the next stage of the customer journey. In retargeting, a display ad is shown to users who have visited your website, usually a particular page of your site or set of pages in a specified time frame but not performed the desired call-to-action.

Retargeting display ads are a great vehicle for personalized content marketing.


Display advertising is at boom and is having a long lasting effect on the audience. It is an effective method for attracting and influencing an audience. When coupled with other marketing initiatives, it can even boost the performance of those activities. Like every paid marketing method, even display ads majorly depend upon getting the targeting right.

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Aashish Yadav
Content Writer, Martech Cube
Aashish is currently a Content writer at Martech Cube. He is an enthusiastic and avid writer. His key region of interests include covering different aspects of technology and mixing them up with layman ideologies to pan out an interesting take. His main area of interests range from medical journals to marketing arena.

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