Digital display is a form of advertising that is served across websites on mobile devices and desktops. Display ads play an important role in today’s comprehensive media campaigns. Whether your goal is to build awareness of your brand or convert leads, creative implementation of display ads within larger, multi-layered strategies drives traffic to dedicated landing pages or company websites. When choosing to use display ads in combination with other types of digital media vehicles within a multi-faceted program, advertisers’ messages effectively (and often repetitively) target users as they consume information throughout their daily lives.
As a media planner who relies heavily on data for setting up and optimizing her clients’ paid media campaigns, I consider it my job to be well-informed on the topic of media campaign performance metrics and web analytics. Sure, keeping track of data can be time consuming, sometimes even complicated, and the benchmarks are constantly changing. However, there’s really no excuse for even the busiest media folks not to stay on top of the latest metrics. A lack of knowledge is entirely avoidable.