Overview
Within the Ribeye platform, Display plays a key role in supporting full-funnel TV and digital campaigns for local media. Display ads extend your reach across the open web, helping you reinforce TV and video messaging, drive site traffic, and support both prospecting and retargeting efforts alongside your CTV, OTT, OLV, Audio, DOOH, Social, and O&O inventory.
Display ads are online placements that use a mix of text, images, and clickable links to drive users to a website or landing page. These units can be static (a single image) or animated (multiple images, motion, or changing text), and are commonly used for objectives such as awareness, education, and re-engagement. Banner ads are a familiar example of display inventory and are often used to keep your brand visible as users browse across different sites.
Best Practices
To run effective display campaigns, start with a clear objective and align your KPIs accordingly, whether you are focused on awareness, consideration, or conversion. An audience-first, layered targeting strategy combining demographics, behavioral and in-market segments, and retargeting audiences helps improve efficiency, especially when paired with first-party data, thoughtful creative rotation, and audience segmentation. Use pixels and site tags to track performance, prioritize brand safety and view ability, and incorporate retargeting, ad sequencing, and smart bidding strategies to improve outcomes over time.
Keep in mind
Display often works best when it supports other channels such as CTV, OLV, and Search—by keeping your brand visible and bringing users back to site. Because it is highly targetable and scalable, display is especially effective for retargeting and for reinforcing messages with audiences who have already engaged with your brand.
Example
A user first sees your brand on CTV, then later encounters a display ad while reading a news site and clicks through to your landing page. They browse but do not convert. Over the next week, they see retargeting display ads featuring a tailored offer and eventually return to complete a purchase, with display playing a key role in moving them from interest to conversion.