How paid search can complement programmatic display advertising

As marketers, we all know the importance of landing on the first page, ideally within the first five spots, of a search engine results page (SERP). Moz found that 71% of search traffic clicks on Google come from the first page of results, while some estimates say that is as high as 92%. Either way, you want to be at the top (literally!). 

To ensure your company is hitting the top results, you may already have a search engine optimization strategy in place. However, suppose you’re looking to expand your digital advertising portfolio. In that case, paid search advertising is another great tool to ensure that when consumers are browsing the web, they see your brand first. 

What is paid search marketing?

Paid Search Market gives advertisers the ability to market their product or service across the entire Google & Microsoft ecosystem using powerful audience and keyword intent signals. Search is the most direct response and transaction-oriented advertising channel powered by advanced algorithms and machine learning solutions.

At Digilant, we understand that search doesn’t just happen on Google, instead is happens across the entire customer journey experience, which is why our paid search solutions span across four major categories: 

1. Search 

Search ads are the results displayed at the top of a search page, denoted with the word “ad” next to them. These are ads relevant to the content that the consumer is already browsing and looking to interact with. They are intent-driven and based on keywords, so they are great for driving conversions and revenue. 

2. App Installs

App install paid search advertising is an intent-driven campaign to contextually target users in order to drive app installs on iOS & Android. They allow consumers to download your app from the Google Play or Apple App store directly from the ad itself. 

3. Shopping 

Paid search via shopping ads are keyword-based shopping campaigns that will promote your online and local inventory, boost traffic to your website, Amazon store, or local store, and find better-qualified leads.

Digilant’s best practices for using Shopping Ads
  • Competitive conquesting
  • Find local shoppers
  • Drive users to your site instead of 3rd party sites 
  • Highlight sales/promotions

4. Display, Native, and Video

Paid search can expand into display, native, and video with visually-driven advertising based on contextual and affinity targeting. This allows advertisers to drive awareness and reach across display, video, and native.

4 Ways Search can complement the programmatic display

As mentioned above, paid search complements your team’s SEO efforts wonderfully. Still, in the world of omnichannel customer journeys, all digital advertising efforts must work together to streamline and improve the customer experience. 

So if you’re already investing in programmatic advertising, you may be worried that paid search efforts will be duplicative or creates silos in your customer’s journey. However, we’ve found just the opposite when using both paid search and programmatic. Their efforts complement one another sufficiently to create a better omnichannel experience for shoppers, making for a more efficient digital advertising spend. 

Below we’ve outlined the top four ways paid search and programmatic complement one another:

1. Expand your media mix.

Today’s shopping journey doesn’t end when a customer exits out of a retailer’s website. Rather, consumers are browsing and buying across all forms of media – social, video, CTV, audio, and more. Advertisers need to understand that today’s consumer isn’t going to come to you, rather you need ot meet them as they browse. Any gaps in your media mix offer an opportunity for your competitor to sneak in and win that consumer’s purchase. 

That’s not to say you need to be anywhere and everywhere (there is such a thing as oversaturation, even in the digital world). But you do need to be aware of where the opportunity is and ensure you’re expanding your media mix to fill that gap. 

2. Offer a holistic approach.

Advertisers are experiencing stricter media budgets but are still under the same pressure to perform and prove ROI. This means that having a holistic understanding of where your media budget is being spent is more important than ever. Knowing which channel is driving which results will ensure resources are appropriately allocated. Paid search may work well for driving conversions, while programmatic display has improved your brand’s overall awareness. Having this insight across all channels ensures budgets, creative efforts, and time is spent accordingly.

3. Allow Advertiser to tell a cohesive story

Remember that saturated, competitive market I mentioned previously? With more competition and savvier shoppers, creating the customer experience consumers want is essential. Knowing what your consumer clicked on in a Facebook ad allows you to better target them with the same or similar products and offers across other channels, like paid search. 

Without a multichannel approach, you’re lessening your opportunity to move the customer down the funnel and also missing out on valuable impressions and data.

4. Easier to Optimize

The more data, the better. This adage perfectly sums up why programmatic and paid search work so well together. The more you know and understand about your consumer, the better conversations and interactions you can have. You can optimize towards channels they’re on during certain times of day, you can ensure your messaging is reaching the right audience on the right channel.

Why paid Search with Digilant

By working with Digilant, you are getting an expert team that knows the ins and outs of the search ecosystem. We pride ourselves on staying up to date with the newest technologies and solutions, so our team has weekly calls with each platform to talk about the latest updates, campaigns, and troubleshooting. 

At Digilant, we act as an extension of your team to reach your search goals. Our Paid Search team will provide a strategy based on your campaign goals and objectives to ensure you are on the right platforms to reach your goals. When working with Digilant, you receive: 

  • Preferred Google partnership
  • Eliminate channel siloes and inefficiencies
  • Fluid budgets
  • Transparent fee structure
  • Holistic reporting with superior customer service

Interested in learning more about our paid search solutions? We’re eager to talk about how we can help achieve your marketing goals. Let’s talk!

Using geo-location data to fuel paid digital advertising

As conversations regarding data and tracking continue to swirl within the industry, consumers have made one thing evidently clear: those that are will are willing to share their data want to do so if it makes their customer experience better. 

We’ve all probably experienced the user-end of this sentiment: being served an ad that has no relevance to our interests or previous browsing habits. Not only does this cause frustration, but on the advertiser’s side, it’s wasting precious paid digital advertising dollars

So, how can advertisers ensure they’re using data in a mutually beneficial way: improving the customer experience, which translates to more efficient ad spend? Geo-location data is an excellent place to start.

What is geolocation data? 

In simplest terms, geolocation data refers to the geographical location of a device connected to the internet. Most commonly, this data comes from a mobile phone or laptop but can also include intelligent speakers and fitness trackers. It is usually provided from a GPS satellite, cell tower, or IP address either in real-time or passively.

In-real-time geolocation data

GPS and cell towers allow advertisers to pinpoint a consumer’s current location. Consumer’s mobile phones and other connected devices give them the option to share their location data. If they opt-in to share, geolocation software can pinpoint their location based on these networks. This works exceptionally well in cities and more densely populated areas as there are many networks to more accurately pinpoint their exact location. 

Passive geolocation data​​

Internet service providers know a customers’ IP address which is generally connected to a physical location in their database. This gives advertisers the ability to target consumers generally based on the city or county they live in. It’s important to keep in mind that depending on where the data comes from and how frequently it’s updated will determine how accurate this source of data is.

How does this data help target consumers? 

Consumers have their phones with them pretty much throughout their entire day – as they are traveling to and from work, the gym, dinner, the grocery store, etc. For advertisers, the more data we acquire, the better user experience we can create. With the data, we can use paid digital advertising to target customers with ads relevant to their interests, hobbies, and shopping habits and where they are geographical. This can be done in two ways: geofencing and mobile location history. 

Geo-Fencing Options

Target users in a specific area

Geo-fencing is used when you have a specific address in mind where you would like to target users who are within a certain radius of said address. The address is plugged into Google’s API where we receive latitude and longitude coordinates that we can then target across display and mobile devices. 

This allows advertisers to set a specific radius around places such as stores, restaurants, fairs, or competitor locations to attract customers while they are within the vicinity to make a purchase. 

Mobile Location History

Targeting users who have traveled to a specific area (within a certain time frame)

Mobile location history allows advertisers to reach customers who have previously been to a specific location in the last 13 months or less (with a 7-day minimum recommended window). 

With this solution, advertisers have various ways to keep their brand top of mind with consumers who have previously been at their (or a competitor’s) location but haven’t made the return trip or purchase. 

Best Practices for Using Geo-Location Data

Our team is constantly uncovering new and creative ways to use geolocation data to fuel our client’s paid digital advertising effort. Still, three ways we see it used more effectively are events within the travel sector and in conjunction with audience targeting. 


Event targeting allows advertisers to set a target radius around the physical location of the event to reach consumers attending the event. This allows the event hosts to inform attendees of special sessions or promotions they’re offering. But, it also allows local businesses such as restaurants, bars, and shops to promote their brand to consumers they know are close to their location.  

Over the past year, there have been fewer in-person events than in years before. However, advertisers can still reach audiences that have previously attended their event using mobile location history. 

For example, a client of ours attends a large industry expo every year in the fall, which historically drives a large portion of their revenue. In 2020, the event was virtual, and they reached out for help to stay top of mind with the decision-makers who customarily would attend the event. We used mobile location history to target consumers within the radius of the event in 2019 with display and video ads. So while consumers were sitting in their respective cities and states watching the virtual event, our client reminded top of mind and drove engagement.

Travel Industry

The travel industry has countless use cases for geolocation data. Just like with events, both geolocation and mobile history data can be used to target consumers. 

Hotels, airlines, amusement parks, and resorts can utilize mobile location history to target consumers who previously visited or traveled with them (or a competitor) in the last year but haven’t returned. This past summer, we’ve seen this as a very effective tactic as many people were looking for travel opportunities, especially domestically within the United States. 

Conversely, once those trips are booked, high tourist areas can use geolocation data to set a radius around their location to attract travelers to visit and shop with their brand. These consumers are likely looking to try new places, so they’re eager ot interact with a brand that stands out to them as they browse and research.

Layered Audience Targeting

As mentioned at the beginning of this blog, consumers are willing ot share their data to improve their user experience. This reigns true with location data as well. Just because a person is within the vicinity of your store doesn’t mean they are your consumer. 

Layering behavior, contextual, and other audience data with your geolocation data will ensure that your paid digital advertising efforts reach the audience most likely interested in your brand. This allows your brand to tailor the messages and ad formats even more precisely to what will resonate with your audience. 

Ready to Incorporate Geolocation into your Paid Digital Advertising? 

As people start venturing back to more normal routines in a post-pandemic world, geolocation data is an essential tool advertisers can use to keep their brand top of mind with consumers and stand out from the competition.

Digilant’s Geolocation Solutions

At Digilant, we create solutions across geofencing and mobile location history to fuel our clients’ paid digital advertising. With a team of expert strategists, we uncover the best options to reach your target audience with compelling, geographically relevant, targeted display and video ads.  

Interested in learning more? We’re eager to talk about your advertising goals. Contact us here!

Concrete Steps to Prepare for a Cookieless Future

Concrete Steps to Prepare for a Cookieless Future

by Digilant VP of Product, Wes Faris, via Street Fight

Many digital advertisers breathed a huge sigh of relief when Google postponed its announced ban on third-party cookies from early 2022 to 2023, giving the industry more time to adapt.

But this was not a reprieve but a delay of the inevitable.

A largely cookieless digital future, at least on desktops, remains squarely on the horizon, and smart marketers should be using this gift of extra time to get a better handle on identity solutions and the other tools and strategies that will be needed to execute and measure campaigns without the real-time retargeting enabled by cookies.

No one has to make dramatic changes just yet. But allocating a five-15% budget now for cookieless programs can enable advertisers to determine the best choice for them among the identity solutions providers looking to offer cookie replacements.

Identity solutions coming from LiveRamp, Lotame, and Parrable, and a host of emerging startups can do some heavy lifting currently done by cookies. These identity solutions essentially serve the same tracking function as a cookie but are based on a hashed email or other anonymized identifiers.

Because they’ll almost certainly be opt-in, what these identity solutions won’t do, at least not initially, is scale.

The biggest change for digital marketers who’ve grown comfortable with cookies is realizing that the future may not be nearly as automated as it is now. Executing campaigns without cookies will require more hands-on strategizing and monitoring of campaigns, and it will force marketers to be proactive when it comes to culling third-party data providers and ad-tech partners that rely too heavily on cookies for their data and analytics.


Read the full piece here.

6 Creative Tips to Optimize Your Digital Audio Advertising

The average consumer in the US now spends over 1.5 hours listening to digital audio every day. To put that number in perspective, when adding up all forms of media that consumers interact with every day, both digital and traditional, digital audio snags over 10% of the total. 

As advertisers are keenly aware, consumers constantly switch between media and channels to consume and interact with content. Knowing that digital audio is a constant (and large) source of content consumption gives advertisers a huge window of opportunity to reach consumers as they move throughout their day.

Additionally, we know the standing out in these crowded marketplaces is also a challenge. Whether display, video, or audio, differentiating your brand from your competitors with a timely, interactive, and personal advertisement is essential in today’s market. So, to help you get started when creating your digital audio ads, we’ve put together six tips to ensure your digital ads are optimized for the best consumer experience. Let’s jump in. 

What is Digital Audio? 

At Digilant, we define digital audio to include music streaming services (such as Pandora and Spotify), digital radio stations (Sirius XM), and podcasts. Every consumer has their preferred listening methods, so for a deeper dive into each of these channels and how advertisers can reach listeners, check out our blog post, Digital Audio Advertising Trends: Your Guide to Reaching Listeners in 2021 here.

6 Creative Tips to Optimize your Digital Audio Advertising

1. Ad Length

Although the 30-second audio spot is common, it may not perform the best for every advertiser. Shorter spots of 10-15 seconds can be a more effective way to hold listeners’ attention. Test out both lengths to see what performs best based on your goals.

  • Remember: keep your ad short and concise
  • Roughly 40 words for a 15-second ad
  • About 85 words for a 30-second ad

2. Call-to-Action

Every audio ad should include a clear call-to-action (CTA) within the first 10 seconds of the audio spot, but keep in mind that listeners are not always looking at the screen. They may be commuting, exercising, or working on another screen, so don’t rely on companion banners to drive traffic to your site and avoid words like “tap” and “click.”

When targeting a specific channel, such as smartphones, consider a mobile-specific CTA like “text for a coupon.”

3. Frequency

Audio offers a focused one-to-one connection; therefore, the frequency of your ad being heard is essential. You want your ad to be memorable but not annoying to the audience. A good middle ground is three to five times per week but obviously varies on a case-by-case basis.  Advertisers promoting a new brand or time-sensitive offer opt for a higher frequency, while longer campaigns and well-established brands might aim for a lower frequency. 

To eliminate the lift required to make these digital ads, you can repurpose current traditional radio messaging. This also helps create a more consistent message delivery across multiple media platforms. 

4. Keep your message fresh

Like frequency, advertisers need to keep in mind that the actual creation of the ad waivers on a fine line of memorable and annoyance. Use creative that is entertaining and uses your brand’s proprietary identifies, such as a jingle. 

Audio creative that a listener hears over and over tends to drop in performance. Swap in new audio spots every few months for longer campaigns and feature product releases or seasonal promotions. 

If you have the resources to create multiple audio spots, we recommend testing two or more and leveraging dynamic audio for more engaging ads tailored to the audience. This not only offers a better listening experience but gives you insight into what messages work best. 

5. Focus on a Conversational Tone

Streaming audio is a very intimate and personal medium, so the ad experience should be no different. Listeners are more receptive when brands use a conversational tone- as if you were speaking with the listener. By avoiding the hard sell sometimes associated with radio advertising, listeners will likely be more receptive to your message. 

To take the personalization up a level, dynamically inserted ads can be served across a range of verticals and targeted to a particular audience, time period, or reach and frequency objective. Target consumers based on content, daypart, geographic location, and other criteria.

6. Ensure Measurement 

The way people engage with digital audio is very different from visual media, so when setting audio KPI’s, ensure that you are quantifying success in a way that is appropriate to the environment. Some top tips to prompt success in your campaigns, create enticing offers that enable easy purchase decisions, such as: 

  • Sweepstakes & Coupon Codes, Social Integration through Photo Uploads and #Hashtags, Retailer Details, etc. 
  • Ask the listener to tap/shake to call, click for coupon, or text for more information.

Innovative Digital Audio Creative Types to Try Today

The popularity of digital audio will continue to grow in the coming years. Setting your brand up for success with this platform now will ensure success in the future. You may also consider some unique creative formats as you consider these tips for implementing when drafting and creating your digital audio spots. Digital audio offers many formats beyond standard spots. Consider some popular formats to help you stand out from the competition, such as:

  • Host Read Podcasts: Retarget users exposed to the audio ad.
  • Symphonic Ads: Dynamically update the background of an audio ad to match a music genre.
  • Voice Interactive Ads: Engage with the listener using voice commands.
  • Sequential Messaging: Use different ads placed sequentially in different ad breaks for compelling storytelling.

Digilant’s Digital Audio Advertising Solutions

Digilant’s Programmatic Audio Solutions allow you to reach your target audience while they are actively listening to thousands of pureplay streamed music & audio services, streamed terrestrials, and podcasts. We have strategic partnerships with the leading global audio providers, giving brands essentially unlimited reach with access to thousands of premium stations across the globe.

With a host of targeting solutions – ranging from contextual and geographic to genre and device type, we offer our clients flexible buying options: direct, programmatic, and marketplace. Additionally, partnering with Digilant, an omni-media digital advertising partner, creates opportunities for sequential messaging to retarget audio listeners with video, native, or display banners.

Interested in learning more about our digital audio solutions? We’re eager to talk. Contact us today.

6 Native Digital Advertising Formats

As advertisers look to combat consumers’ discerning attitudes toward digital advertisements, native digital advertising has been a favorite solution. Whether consumers feel that ads have grown too intrusive or they’ve taken the step to use ad-blocking technology, native digital ads work to combat these concerns while still achieving impressions, conversions, and other metrics. 

The growth of native advertising has been rapid. Between 2016 to 2020, native digital ad spend in the United States more than tripled. As advertisers quickly realized the success of native, they invested more media budget it’s way, leading to native accounting for nearly ⅔ (61%) of all display digital advertising last year. And, by the end of 2021, it’s projected to reach $57 billion

Whether you’re new to native digital advertising or interested in diversifying your native advertising with new formats available, we’ve broken down everything you need to know about this fan-favorite ad format.  

What is Native Digital Advertising?

Native digital advertising is a form of paid advertising created to look, feel, and function just like the content around it. Just as the name alludes, it is meant to natively blend in with the content around it. This happens in three ways: 

  1. Location: the ad is placed within the content
  2. Value: The ad is relevant like the content
  3. Design: the ad is formatted like the content

When using native ads, the creative pieces can actually be uploaded piecemeal as individual components and then are reassembled in the proper shape to match the format of the publisher content on the site. 

The options in creative imagery allow advertisers to choose from image, instant-play click-to-play play video, cinemagraph, or a carousel feature, appearing on multiple channels, publishers, and formats. A clean layout and relevant placement improve consumer experience and publisher performance.

What are the benefits of Native?

With over 20 billion native opportunities advertisers can take advantage of each month, there’s no shortage of opportunities to quickly take advantage of the benefits this platform provides.

  • Brand Safe: Although the digital advertising landscape has made great strides to combat ad fraud and brand safety concerns, they remain a top concern. When choosing native, because you’re choosing the content your ad appears around, it naturally creates a brand-safe environment.
  • Turn-Key: As mentioned above, with the right partner, advertisers can upload existing creative assets to then be turned into native ads. This allows for re-purposed content, less lift, and a quicker point of entry to use this format. 
  • Effective: Because native ads match the surrounding content, users naturally absorb the message. The ads are relevant to the consumers, which means they’re more likely to be interested in them. Consumers are overwhelmingly in alignment that if they’re interested in the content, they’ll engage with (or click on) it, no matter if paid or not. According to AppNexus, native ads are 8.8x more likely to be clicked on than regular display ads. 

6 Native Digital Advertising Formats

1. Paid Search

We’re all familiar with and have experienced this form of native advertising. Native paid search ads appear at the top of your search results when browsing. They’re considered one of the original forms of native advertising since they appear just as the non-paid search results. Only differentiated by the small, bolded “Ad” in the upper left-hand corner, they perfectly fit the form of the results page.

Native paid search keeps your brand topof mind as consumers actively look for your products and services. Additionally, it’s great to use for geo-located targeted campaigns.

2. Paid Social

This is another form of native advertising that we’re all probably familiar with and experienced personally. Native paid social ads are appear “in-feed” as consumers browse their social pages (different from In-Feed Native advertising, more on that next). These ads target consumers based on trending topics and their interests and appear in their feed alongside, and in the same format as the content they see friends, family, and other people they follow.

3. In-Feed

Just as native paid social ads appear in-feed as consumers browse, native ads are also be placed in-feed across other channels and environments. When referring to “In-Feed Native Ads,” its ads published across a list of pre-approved websites. These ads appear just as the content around it, other than an “ad” or “advertisement” label that will appear alongside it. When a targeted consumer clicks on the ad, they are taken off the publisher’s site to the brand’s landing page. This enables brands to show their content as consumers move across the internet and the customer journey. 

4. Sponsored Content

Native sponsored content also appears across a list of pre-approved websites; however, rather than appearing “in-feed,” these ads usually appear at the bottom of the right-hand column of a website. They allow for the same targeting as in-feed ads and also take consumers out of the publisher’s website and to the brand’s landing page when clicked.

5. Promoted Listing

These native ads only appear on eCommerce websites such as Amazon, Walmart, Target, etc. They show up exactly like other products or services that consumers see, just with an “Ad” connotation next to them. Like native paid search ads, native promoted listings meet your consumers as they browse and buy for your product or service. In highly competitive and saturated markets, these ads help distinguish your brand from the competition. 

6. Recommended Widget​​

Recommended widgets are one native ad form that strays from the idea of appearing just like the rest of the content on the page. These ads are integrated into the publisher’s content, and main paid, but the widgets do not have the same appearance as the feed. These ads are usually distinguished by cues such as

  • “You may also like.” 
  • “Recommended for you.” 
  • The sponsor name is placed after the headline or image
  • Brand name or logo, such as “Sponsored by Digilant.”

Incorporating Native into your Media Mix

Native digital advertising improves the website experience for consumers while also extending advertisers’ reach to high engagement creative types.  Advertisers are able to run the same creative unties across multiple exchanges and placements, saving them time and resources while providing a fresh, engaging ad experience for their audience. All in all, this leads to better campaign performances and engagement, helping support your brand’s overarching KPIs.

Benefits of Native Advertising with Digilant

Digilant is a premier omnimedia digital advertising partner that leads decisions with data. We dive headfirst into solving for our client’s goals which ensure the best tactics, channels, and formats are implemented to achieve your goals. When we see opportunities for our client’s to use native ad formats, these are some of the benefits you’ll experience when working with Digilant:

  • Single Platform Workflow: Easily activate native as a channel within existing campaigns, and leverage creatives across all compatible inventory.
  • Premium Inventory: Premium publishers that care greatly about creating a good user experience which means your native ad formats are incorporated seamlessly into the site. 
  • Omnichannel Insights: With your digital advertising all under one roof, you can easily generate audience insights across all channels with Digilant’s analytics tools. 

Interested in adding native advertising to your media mix. We’re eager to talk to you about how we can solve for your brand’s goals. Contact us here.

Expert Roundup: The Rise of First-Party Data

Expert Roundup: The Rise of First-Party Data

via Street Fight

Data privacy is perhaps the most prominent topic in the world of marketing, media, and commerce. There’s a combination of handwringing and opportunistic disruption as the door slams shut on the unfettered user tracking, targeting, and AdTech norms of the smartphone era. To see what this field of players is currently doing and thinking, Street Fight rounded up industry experts’ voices, including Digilant CEO, Raquel Rosenthal:

With consumer data privacy regulations on the rise, advertisers must rethink both data collection and audience targeting strategies. They can collect consumer data in many ways, but a common thread is the demand for transparency on what data is being collected, who is collecting it, and how it will be used. Apple’s pending iOS 15 update is a good example of how companies are making it easier for consumers to access this information. Today, advertisers are rushing toward the gold standard for consumer data – first-party data – as part of the sales transaction process, and perhaps more important, when capturing data from mid-to high-interest audiences. First-party data collection is consent-driven and inherently more transparent than other collection methods, and advertisers who can act on collected data will have a leg up against competitors and the fast-changing industry.

Beyond first-party data, it’s important for advertisers to get educated on (or reminded of) all of the other data that’s available to them, including contextual or content-based data, device-based data, and search-based data. It’s easy to get caught up in what we lose with new regulations and the depreciation of third-party cookies, but there is still ample data at our disposal that can fuel smart strategies that have longevity.

Raquel Rosenthal, Digilant CEO

Read the full piece here.

4 Reasons Display Digital Advertising is (Still) Effective

Brenna Betsch and Addy Osborne, Strategists on Diglant’s Planning & Insights team, looked into why digital display advertising is (still) an effective strategy in the customer journey. Learn more about the research they uncovered and their tips when incorporating display into your media mix below!

In the world of digital advertising, it’s easy to get caught up in the latest and greatest – what’s new, trendy, and making a splash. And while these new ad formats, channels, and targeting capabilities contribute to the advancement of digital advertising, it’s essential not to overlook the tried and true digital advertising methods, such as simple (but effective) display ads. 

Although this format may seem plain compared to the unique creative ad formats we see today, there are many great benefits of display digital advertising. It evolved far beyond its initial start in the digital advertising world and is now effective across the entire omnichannel customer journey. So let’s dive into why digital display advertising is still alive and well and how it adds value to your media mix!

What is Display Digital Advertising?

Display digital advertising uses images, text, and/or video combined with a link to your website, pointing consumers to learn more about your products or services. They come in various sizes and formats, including static with an image or dynamic with videos, multiple images, or other flashy elements, and served across websites, apps, and social media to an engaged or targetable audience. Traditionally these ads have been used for brand awareness campaigns and incentive site visitors and purchases. 

*A banner ad, a form of display digital advertising, solely refers to the size of the ad (traditionally 468×68). 

4 Ways Display Digital Advertising Adds Value to a Digital Marketing Strategy

1. Build Brand Awareness and Visibility to Support your Bottom Line

It will come as no surprise that eMarketer found sales/revenue to be the leading marketing KPI (key performance indicator) for brand marketers in 2020. 

It is important to remember that driving sales doesn’t come easily or without the works of many factors doing their part to achieve this overall goal. Engagement, conversions, impression, reach, brand awareness, and traffic are all significant contributing factors that work to drive overall sales and revenue.

In 2020, advertisers agreed that display ads were in the top four for most essential channels for accomplishing their goals (falling only behind video, search, and social). 

Whether high impact or standard, display banners drive a high volume of impressions and engagements, which keeps your brand top of mind with consumers. In turn, they drive sales and revenue making them a vital channel for accomplishing goals. 

See for yourself! Below we’ve outlined how a display digital advertising strategy can be used in different ways and with unique formats across the various stages of the customer journey to keep your brand top of mind.


“There are dozens of partners that brands can utilize in order to make their advertisement stick out as the environment continues to grow – specifically high-impact units that include conversation banners and social to display units. By adding in these more advanced display units, advertisers see excellent interaction with both the ad itself and an increase in site activity as this type of creative is undoubtedly memorable.” 

– Brenna Betsch, Strategist Planning and Insights

2. Low(er) Cost of Entry 

In comparison to other digital advertising channels, it’s relatively inexpensive to get started with display advertising. With just an image and text, you can get started raising brand awareness and driving site visitors. 

In addition to the low production cost, the pricing structure for display ads is usually flexible and lower. Standard pricing metrics that define success for a campaign include: 

  • Cost per metric (CPM)
  • Cost per click (CPC)
  • click-through rate (CTR)

This chart to the right helps to show that all of these metrics remain both effective and efficient for programmatic campaigns throughout the past decade. The average Display CTR has grown by 40% from 2012 to 2018, while mobile has increased by nearly 91%.

Because of the low cost of entry to get started with display ads, it’s a great tactic to add to your other marketing effort to continue to drive your brand’s message to consumers as they search and browse across different channels. 

Alternatively, if you already have a presence on social media, we can use our social to display solution to lower the entry lift even more. Social display ads are authentic recreations of social media posts configured to deliver in traditional banner placements. These ads combine this great content that comes with social posts with the efficiencies and scale of programmatic. 

3. Reach Consumer on the Go: Mobile Friendly Ads to Reach Mobile-First Consumers

Since 2020, overall time spent consuming media has dropped slightly. Despite this drop, digital media consumption continues to grow. As you can see in the chart to the right, digital, and specifically mobile, has the highest amount of time consumers spend consuming media. Every day, the average consumer spends nearly 4.5 hours on their mobile device, accounting for ⅓ of all media consumption.

Interestingly, as consumers spend more time on their phones, they aren’t implementing the ad-blocking technology we see them use on their desktop devices. 60% of consumers ages 18-24 use adblocking on their desktop, while only 18% of them use these features on a mobile device. Ultimately, this means for advertisers is not a loss of money but rather a loss of supply. 

That said, you’re still able to reach these users through existing channels, like mobile display, and DSPs as some users opt into acceptable ads determined by With platform-agnostic capabilities, you can pivot campaigns seamlessly between DSPs to find the best inventory for every campaign individually. 

As advertisers think about how to reach digital consumers, mobile is an essential channel to include. Programmatic digital display gives advertisers the chance to reach these consumers more so than any other media channel. 

4. Keep the Conversation Moving: Target and then Retarget Consumers

As mentioned above, digital display advertising isn’t a new or shiny ad format – it’s been a staple of digital advertising for over 25 years. However, what does continue to evolve and improve are the targeting capabilities for reaching your audience. 

Audience insights and data are used for programmatic display ads to best reach your desired audience with where they are currently at in the customer journey. 1st party and 3rd party data are used to match your brand’s parameters across behavioral targeting, contextual targeting, site targeting, lookalike targeting, etc.

Then, with effective optimizations, display ads can be used for retargeting your consumers across the customer journey. Engage with customers who were most interested in your ads – maybe they clicked but didn’t convert or visited your site but didn’t make a purchase – across other channels with a display ad to keep the consumer interested and moving down the funnel. 

Getting Started with (or increasing use of) Display Digital Advertising

“Although search typically receives credit as being the “last touch” within the customer journey, display adds value in building reach, frequency, and even view-through conversions when consumers take note of an ad and decide to search for that product or service at a later date to convert.

– Addy Osborne, Senior Strategist, Planning & Insights

Whether using this format for brand awareness or to retarget consumers who visited your site, display advertising is a powerful tool. When used in conjunction with other marketing efforts, it will boost your brand’s overall marketing effectiveness. If you’re new to display advertising or you’re looking to increase your use, it’s a good time to start allocating more media budget this way.

Display Digital Advertising with Digilant

Digilant is your own stop shop for all things digital advertising, programmatic display ads included. We pride ourselves on data-backed decision making which means we work hard to uncover audience insights and optimize throughout entire campaigns to ensure your best audience is reached. With all your digital advertising under one roof, we’re able to quickly move and shift efforts towards channels and audiences that are seeing the best results. 

Interested in learning more about Digilant’s integrated digital advertising capabilities? We’re eager to talk! Contact us today.

How Paid Social Can Complement Programmatic Display

Social media has been a trending topic in the digital advertising industry for a few decades now. Through the years, different platforms have fluctuated in popularity. Still, no matter which platform is ranking #1, one thing remains true: consumers delegate large portions of their day scrolling, watching, connecting, and browsing on these social platforms. It’s now estimated that the average consumer spends upwards of 2.5 hours on as many as nine different platforms every day. 

In turn, it’s essential for advertisers to stay up-to-date with new platforms, trends, and features on these networks. Social platforms are transitioning away from a closed “network” and more toward discovery platforms (take TikTok, for example). This creates a consumer eager for discovery. Beyond people, consumers are interested in finding, interacting, and even making purchases from new brands and products. Having an organic profile on this social platform (albeit important) is no longer enough. Brands need to present their brand to these new curious consumers with paid advertising placements. 

What is paid social?

Paid social or paid social advertising is when brands pay to have their content (ad) displayed in front of a specific audience. This can be done by either boosting organic content or through designated unique ads across platforms such as:

  • Facebook
  • Instagram
  • Twitter
  • LinkedIn
  • Pinterest
  • Reddit
  • Snapchat
  • TikTok
  • Twitch
  • Youtube

Each social platform has its unique advertising opportunities varying from photos and videos to sponsored messaging and in-mail ad formats. There is a platform, and ad type brands can use across social for every stage of the buying funnel. Whether a “promoted pin” on Pinterest to garner brand awareness or a shoppable ad on Instagram enticing a purchase – the opportunities are seemingly endless to get your brand in front of consumers. 

Fitting Paid Social into your Digital Advertising Strategy

You may be thinking: my current digital advertising strategy is seeing great success. We’re reaching our target audience and hitting our KPIs. Why invest part of my budget in a new channel?

Advertisers need to remember, despite the success your seeing across one channel, the current shopper is an omnichannel shopper. So, marketing efforts must, in turn, mirror this journey. Every advertising channel is just one piece in the whole omnichannel marketing puzzle.

Pigeonholing yourself leads to missed opportunities on devices and channels consumers spend huge portions of time on, which puts your brand behind the competition.

If you’re already using a digital strategy like programmatic, paid social is a natural progression in expanding your portfolio. Check out four ways paid social and programmatic complement each other to further your strategy toward omnichannel success. 

 4 Ways Paid Social can Compliment Programmatic Display

1. Expand your media mix.

A mentioned above, today’s shopper is an omnichannel buyer. Consumers no longer take to one site to browse for and buy products. Instead, the shopping journey continues as they move from googling on their desktop to checking Twitter on their phone to listening to music on their smart speaker device. Adding paid social to your digital advertising strategy eliminates silos as your brand makes a splash with consumers no matter where they move throughout their day. 

2. Tell a cohesive story. 

Consumer privacy and data concerns are at the forefront of the industry as regulations are put into place to ease consumer concerns. Although these changes may be complicated to keep up with and understand, it’s crucial to remember that they’re put in place to enhance and protect the customer experience. And, when data is used correctly and safely, to benefit the user experience, about ⅔ of consumers are comfortable with their personal information and data being used. 

Compliantly using data during the customer journey allows your brand to tell a cohesive story across all channels and platforms. You can retarget, upsell, cross-sell, and use competitive conquesting to reach consumers with ads based on where they are at in the customer journey. And when you’re using both programmatic and social, you have more opportunities to reach consumers, so they move through the customer journey quicker and more efficiently.

3. Easier to Optimize 

Programmatic advertising gives you the ability to target users based on a variety of characteristics and data points. This includes their web and app activity, demographics, interests, purchase history, offline data such as subscriptions and loyalty programs, and social media activity. With this information in hand, you no longer have to look to serve an ad to someone simply because they like a particular page on Facebook. Instead, the platforms can work together so that the consumer insights gained with programmatic advertising are used to target consumers on social media better. 

With both channels in play, the data intake increases yielding easier, better, and more opportunities for optimization. 

4. Offer a holistic approach. 

Like increased channel optimization, adding paid social to your programmatic campaigns enables a complete picture of the success of your media investments. You’ll understand which channels are working best to move the needle for your brand, where the budget could be better allocated, and what messages resonate best with consumers. All of this information will be obtained in the same place, at the same time, giving you an overall holistic view of your digital media.

Get Started with Paid Social

Implementing a new channel doesn’t mean you have to start from scratch. Social media, for example, is a great platform to use in conjunction with your other digital advertising effort because there isn’t a drastic lift to get started. Assets can be used for display and social posts with minimal resizing and editing. 

Conversely, if you have an organic or paid social media presence but are looking to expand into channels like programmatic, capabilities such as social to display ads offer you a no lift point of entry.  Social Display ads repurpose or recreate organic social media posts to use as traditional display ad units.

Whether you currently use paid social and not programmatic or you’ve invested in programmatic but yet to dive into paid social, understand that the two channels work wonderfully in tandem to elevate your digital media goals and further your brand’s overall growth. 

Digilant’s Paid Social Capabilities

By working with Digilant, you are getting an expert team that knows the ins and outs of each social platform. We’re committed to staying up-to-date with the latest features and offerings from social channels, so our team has weekly calls with each platform to talk about the latest updates, campaigns, and any troubleshooting.

Our Paid Media team will provide a strategy based on your campaign goals and objectives to ensure you are on the right platforms to reach your goals. And because Digilant has expertise across programmatic, search, social, and beyond, you’ll have access to holistic reporting that gives you a clear picture of how all your digital media efforts are working together. 

Interested in learning more about how Digilant’s can works as an extension of your team to reach your social goals? Let’s talk.

ICYMI: Google Delays Cookie Removal to Late 2023 – Digilant’s Response

ICYMI: Google Delays Cookie Removal to Late 2023 – Digilant’s response

While the digital advertising industry at large will sleep well tonight, knowing that our time with third-party cookies isn’t up just yet, we don’t expect advertisers will be standing by for long. The delay is just that, a delay – in large part to combat recent scrutiny over FLOC and to ensure industry stakeholders are well prepared for the demise of cookies.

In the next two years, advertisers will undoubtedly continue to get their fill of third-party cookies. Still, we’ll also start to see momentum around testing and learning for cookieless alternatives to identity and measurement – many of which Digilant has already invested in through our highly curated partnerships with companies like Google, MediaMath, The Trade Desk, LiveRamp, Facebook, and more.

We will continue to seek out and invest in solutions to ensure our clients are well prepared for a future without cookies. We will also continue to provide our clients with smart recommendations on what strategies are future-proofed for the long haul and what strategies will need to be adjusted to meet evolving industry changes.

Ultimately, we are hopeful that the culmination of Google’s delay and recent iOS changes will be new sets of advertising solutions and regulations that are beneficial to both advertisers and consumers.

Have a question about the recent Google news or the depreciation of third-party cookies in general? Feel free to reach out anytime. Contact us here.

Learn more about the depreciation of third-party cookies on our cookieless content hub here.

And, check out press coverage of our response across industry publishers…

Google delays phase-out of third-party cookies – industry response

by Gabby Fernie via Mobile Marketing

Google’s decision to delay the phase-out of third-party tracking cookies in its Chrome browser took the industry by surprise. Or did it? Read on to hear what Digilant’s CEO made of the news…

Read the full piece here.

20 Martech Leaders on What They Think About Google’s Decision to Continue Cookie Tracking

by Sudipto Ghosh via AIthority

Read the full piece here.

Performance Marketing: Key Channel Considerations

At the start of 2021, the top priority among marketers worldwide was to generate more quality leads, according to eMarketer. This study indicates that nearly 80% of respondents are interested in growing their pool of leads and consumers, or rather, first-party data. However, a recent study by Hubspot found that 61% of marketers say generating traffic and leads is their top challenge. 

For any advertisers that find themselves in this challenging position, performance marketing may be the answer for you. Performance marketing, also known as pay-for-performance advertising, changes the game for digital advertisers. Not only does this tactic help build your 1st party CRM pool, it, in turn, also reduces your reliance on third-party data, giving you longevity in the ability to continue to build your audience. 

For those unsure what performance marketing is or how you can incorporate it into your digital advertising playbook, keep reading for a deep dive into performance marketing and key considerations for advertisers. 

What is performance marketing?

Performance marketing is a tactic within digital advertising in which the advertiser only pays when there is a measurable result, such as a click, form fill, app install, purchase, or lead generation. This form of digital advertising flips the traditional ”pay before you go” methods on their head.

Performance marketing can be used across a variety of channel, including: 

  • Display
  • Social
  • Influencer
  • Content/Blog Posts
  • Native
  • Coupon Sites
  • Loyalty Sites
  • Deal Sites
  • Email

How Does it work?

Despite the unique payment method, performance marketing uses the same creative ad formats and targeting tactics as your other digital advertising initiatives. The process simply works as follows: 

1. Develop Audience

The client identifies profiles and behaviors they want to engage. These initiate which websites to use to engage with potential customers in a cookieless environment leveraging first-party or second-party data

2. Target Audience

Using contextual, behavioral, site-specific, native site placement, list segmentation, age, gender, and state/city level geo-targeting ensures your ad is getting in front of the right audience.

3. Convert Consumers

Consumer converts on brand websites, in-app, or other publisher websites, generating quality consumers for advertisers. 

4. Validate Data

Before sending the lead to the client, a quality performance marketing agency will validate the lead. They’ll check the email, address, phone number, and monitor and filter out any fraud, profanity, and if they are already in your database.

5. Deliver

The customer information is then delivered directly to the client’s CRM, ESP, or DMP. 

EXAMPLE: Khol’s only pays for leads that sign up to receive their newsletter

3 Key Channel Considerations for Performance Marketing

As mentioned above, performance marketing is an excellent tool for advertisers looking to up their first-party data. However, this channel has additional benefits that make it an ideal solution for those first entering the digital marketing world, those looking for a different avenue, or to test a new channel. 

1. Low(er) Risk

Because you are paying for a specific action – cost per lead (CPL), for example – this automatically reduces the risk of wasted spending. For marketers on a tighter budget or needed to justify their media spend more thoroughly, performance marketing has a minimal cost of entry and requirement to invest upfront. Every dollar spent ties directly back to your KPI, yielding lower risk.  

2. ROI Focused 

Performance marketing, unsurprisingly, is highly ROI (return on investment) driven. Working with a performance marketing agency, you’ll receive ROI analysis updated in real-time, giving you access to data such as performance, conversions, and spend. Throughout your campaign, you can see what sales funnels consumers are using, how they navigate your website, and more applicable data. 

You can then use this knowledge and information to target further your existing and future campaigns, which not only helps your performance marketing campaigns but your overall digital marketing strategy. 

3. Free Branding 

In an ideal world, everyone that sees your performance marketing ad would convert. But, even with the most well-targeting, captivating ad, we know this isn’t the case. However, this leads to the third key consideration when investing in performance marketing.

Other forms of digital advertising require you to pay for impressions. With performance marketing, any person that sees your ad but doesn’t convert yields free branding. 

Performance Marketing Complements Programmatic Advertising

As alluded to above, performance marketing is not an isolated channel. Instead, it works in conjunction with your other digital advertising initiatives and helps to further your entire digital advertising strategy with the data, insights, and analytics it yields. 

If you’re running programmatic advertising campaigns, performance marketing can help:

  • Increases overall KPI of a combined initiative by using a more effective CPM approach. 
  • Balances out a multi-goal campaign. Say you are trying to grow brand awareness while also recruiting employees. Your programmatic campaign can focus on impressions and clicks, while a performance marketing campaign can complement the overall initiative by driving prospective employee leads. Both channels are used to best suit the different goals. 
  • Grow your first-party data pool so that it can be used in activation to build look-alike audiences to then use in current and future campaigns 

Preparing for the (Cookieless) Future with Performance Marketing

As more conversions emerge regarding third-party data and the cookie-deprived future, one of the best initiatives marketers can take to prepare is to build out their own first-party CRM. A great way to do so? Performance Marketing. 

Performance marketing gives advertiser’s the opportunity to attain quality leads and build their first-party data while also giving them a lower barrier of entry into the digital advertising world with the unique payment system. 

Digilant’s Performance Marketing Expertise

Digilant is a full-service digital advertising agency, which makes us your one-stop-shop for all things digital advertising: programmatic, social, search, and of course, performance marketing. We have relationships with thousands of publishers that we work on on a pay-for-performance basis, ensuring that your ads reach your audience where they already spend their time. 

On top of these beneficial partnerships, we know that advertisers feel more pressure than ever to quantify their media spend. This is why we offer 24/7 access to 100% transparent analytics dashboards, updated in real-time. These dashboards cover all your digital advertising campaigns in one place. This eases your ability to see what channels are working best and shift investments to achieve your desired KPIs better. 

When partnering with Digilant, you’ll have a team of performance marketing experts working on your behalf to ensure the best creative and tactical solutions are used for your campaigns. Whether it is a new creative ad format, uncovering a new audience, or testing a new channel, Digilant combines data-driven insights with industry expertise to ensure the best possible results. 

Interested in learning more about Digilant’s performance marketing solutions? We’re eager to talk. Contact us today!

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