Display & video advertising
Give visual advertising a clear role in the marketing mix. Consider the audience, placement, format and message before choosing how to distribute it.
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Plan the message in its viewing context.
Display and video planning can support awareness, consideration or appropriate follow-up to earlier interest. The work should establish the campaign’s purpose and how it complements other channels, rather than assuming every impression has the same value.
What the work can cover
Role in the channel mix
Define the audience and intended stage of the journey. Clarify whether the campaign is intended to introduce an offer, explain it or support a later decision.
Placement & audience planning
Consider targeting options, placement context and exclusions. Review the suitability of available inventory and any brand requirements relevant to the campaign.
Creative requirements
Outline the message, format and destination. Specify the assets required and how the creative should connect with the information on the landing page.
Measurement & review
Agree what can reasonably be learned from the campaign. Consider delivery, engagement and downstream behavior while accounting for attribution limitations.
Practical outputs, clearly defined.
The proposal specifies the actual deliverables. Depending on your needs, a scoped engagement may include:
- A campaign brief outlining objective and audience
- Channel, placement and format considerations
- A creative requirements checklist
- Measurement priorities and review recommendations
Timing, fees, implementation responsibilities and any third-party costs are documented for the project. Recommendations do not imply a guaranteed marketing result.
What to bring to the conversation
Share your campaign objective, audience, brand materials, available creative and intended budget. If new production is required, its scope and ownership should be established separately.
We can use an initial discussion to identify the information available, clarify the question and decide on a practical scope. Please avoid sending passwords or sensitive customer data by email.
Explore our working process →How to review progress
Delivery metrics help describe exposure but do not by themselves prove business impact. Review the campaign in relation to its purpose and use appropriate evidence before drawing conclusions about downstream outcomes.
Common questions
Is video production included?
Creative direction and production requirements can be scoped. Filming, editing, voiceover and other production work are included only if expressly agreed.
Can display activity be used for retargeting?
Retargeting may be considered where appropriate platform access, audience availability and permissions exist. It is not automatically suitable for every business or audience.
How is this different from paid search?
Search activity can address an expressed query. Display and video planning places more emphasis on viewing context, audience selection and creative communication. The right mix depends on the objective.