Display Advertising Agency
Banners, native ads & rich media. Visual presence across 2M+ websites.
Display advertising delivers visual brand presence across websites, apps, and connected devices at a scale that no other channel matches. We build display campaigns that go far beyond basic banners — programmatic RTB, rich media, native formats, HTML5 interactive units, and dynamic creatives that personalise in real-time based on user behaviour and context. From Google Display Network to DV360 and The Trade Desk, we run the full stack.
Google Display Network: 35M+ Websites, 90% Internet Reach
The Google Display Network (GDN) is the world's largest display advertising network — reaching over 35 million websites and apps, including YouTube, Gmail, and the majority of the open web. GDN campaigns combine Google's intent and audience data with contextual targeting to place ads alongside relevant content. Responsive Display Ads automatically adjust size, appearance, and format to fit any available ad slot, reducing creative production overhead while maximising reach. We apply placement exclusions, brand-safe category filters, and frequency caps to ensure budget is spent on quality inventory.
Programmatic Display: RTB, DSPs & SSPs
Programmatic display automates the buying and selling of ad inventory through real-time bidding (RTB) auctions. When a user loads a page, a millisecond auction determines which advertiser wins the impression based on bid price, audience quality score, and contextual relevance. Demand-side platforms (DSPs) — primarily DV360 (Display & Video 360) and The Trade Desk (TTD) — allow advertisers to access premium inventory across multiple supply-side platforms (SSPs) simultaneously with sophisticated audience data overlays including first-party CRM data, third-party segments, and contextual intelligence. We use programmatic for scale campaigns and layer in Programmatic Guaranteed deals for premium placements at fixed CPMs with guaranteed inventory.
Display Formats: Banners, Rich Media & HTML5
Standard banner sizes (300x250 Medium Rectangle, 728x90 Leaderboard, 160x600 Wide Skyscraper) cover the majority of available inventory and are essential for broad reach. Rich media and HTML5 units go further — expandable banners, countdown timers, interactive product showcases, and video-in-banner units that drive 3–5x higher engagement rates than static formats. Interstitial ads (full-screen units served at natural transition points) command premium attention but require careful frequency management to avoid negative brand association. We size and format every creative set for the specific placements being targeted.
Viewability, Brand Safety & Retargeting
The IAB defines a viewable display impression as 50% of the ad visible for at least 1 second. Google's quality benchmark is 70%+ viewability — which we consistently target through above-the-fold placement filters, site-level exclusions, and avoiding high-scroll-depth positions. Brand safety is enforced through keyword blocklists, site category exclusions (news/adult/political content), and contextual targeting via approved publisher lists. For retargeting, we deploy four parallel tracks: pixel-based retargeting (all site visitors), RLSA (remarketing lists for search ads), customer match (CRM-based), and dynamic remarketing (personalised product ads based on browsed inventory) — each with distinct bid multipliers and creative strategies.
Pair display campaigns with Facebook Ads Agency for social retargeting or Instagram Ads Agency for mobile-first visual formats — creating a cross-channel presence that reinforces brand recall at every touchpoint.
Our Display Advertising Services
End-to-end display — from strategy and creative to programmatic execution and optimisation.
Display Ad Formats Compared
Format choice determines reach, cost, and engagement — before a single bid is placed.
| Format | Reach | CPM | Viewability | Best Use Case |
|---|---|---|---|---|
| Standard Banner | Very High | £0.50–2 | 50–65% | Broad reach, frequency building |
| Rich Media / HTML5 | Medium | £5–15 | 70–80% | Brand engagement, product showcases |
| Native Display | High | £2–6 | 75–85% | Content-led campaigns, editorial context |
| Video Display | Medium–High | £4–12 | 65–75% | Brand awareness, storytelling |
| Programmatic Premium | Targeted | £3–8 | 72%+ | Audience precision + scale via DSP |
Discover our Work
Selected campaigns for global brands.
Display's biggest problem is banner blindness — and the solution isn't bigger banners. Native display ads that match the look and feel of editorial content generate 53% more views and 18% higher purchase intent than standard banners.
Frequently Asked Questions
Key questions about display advertising answered.
-
Display advertising uses visual formats — banners, rich media, native, and video units — served across websites, apps, and connected devices. Unlike search ads (which target active intent), display targets audiences by behaviour, demographics, context, or remarketing — making it particularly effective for brand awareness, upper-funnel reach, and retargeting users who have already visited your site. The two channels are most powerful in combination: search captures demand, display creates it.
-
Display CPMs vary significantly by format, channel, and targeting precision. Standard GDN banner CPMs average £0.50–2. Programmatic premium inventory runs £3–8 CPM. Rich media and HTML5 units command £5–15 CPM depending on complexity. Native display sits at £2–6 CPM with higher engagement rates. Retargeting campaigns typically achieve the best cost-per-conversion efficiency regardless of format, as audiences already have brand familiarity.
-
Direct display buying involves negotiating fixed placements with specific publishers at agreed CPMs — predictable, brand-safe, and relationship-based, but inflexible and time-intensive. Programmatic display uses real-time bidding (RTB) auctions via demand-side platforms (DSPs) like DV360 or The Trade Desk to purchase impressions across thousands of publishers simultaneously, with dynamic pricing and advanced audience overlays. Most sophisticated advertisers combine both: programmatic for scale and efficiency, Programmatic Guaranteed deals for premium placements at negotiated CPMs.
-
Native advertising refers to paid formats that match the visual design and editorial feel of the surrounding content — appearing as recommended articles, in-feed content, or sponsored listings rather than intrusive banner units. Because they integrate naturally with the user experience, native ads generate 53% more views and 18% higher purchase intent than standard display banners, with significantly lower banner blindness. We run native campaigns via Taboola, Outbrain, and programmatic native channels, optimised for content-led and awareness objectives.
-
The IAB defines a viewable display impression as 50% of the ad visible for at least 1 second (display) or 2 seconds (video). Google's recommended quality benchmark is 70%+ viewability. We consistently target above the Google threshold by applying above-the-fold placement filters, site-level exclusions for high-scroll-depth positions, and integrating third-party viewability verification via IAS or DoubleVerify. Higher viewability directly correlates with brand recall lift and downstream conversion rates.
Ready for Display Advertising Agency?
Talk to our experts and discover how we can take your brand to the next level.
Related Channels & Disciplines
Discover more areas of expertise.