Advertisers Guide to Display Marketing

The 2016 full-year ad spend report from the IAB (Internet Advertising Bureau) and PwC shows that digital advertising in the UK grew by 17.3 %, past the £10 billion mark. Despite brand safety concerns fuelled by controversial ad-placement stories, display continues to be the channel growing at the fastest rate, constituting 37% of all digital spend (£3.76 billion). This sustained investment in display advertising is indicative of the incredible opportunities it offers advertisers to reach their target audience, at the right time, on the appropriate device, with a fitting message.

The journey to purchase is no longer linear as consumers are exposed to brands in a variety of ways through multiple touchpoints before converting. Yet, they expect a consistent, personalised and relevant buying experience. To ensure consumers stay engaged, performance marketers must deliver a consistent message and image through innovative multi-device display advertising campaigns across every stage of the funnel.

Sponsored by Rakuten Marketing, this report offers a review and tips for advertisers working across a range of disciplines. The resulting Guide should be of great benefit to companies looking to build through a series of cost-effective methods.