Display Advertising is based on graphic formats known as banners, which are placed on various media portals. They attract a lot of attention due to their creative and colorful nature.
Hiring a banner is very simple thanks to Real Time Bidding (programmatic advertising purchase), as networks directly offer their spaces for sale, allowing the graphics to be placed in the most effective way possible.
As an Organizing Committee, how do Display Ads benefit my exhibition?
It’s a tool that can be used for all kinds of advertising, as it is both highly effective and widely used. But let's focus on the perspective of the Organizing Committee and explore the benefits of promoting an event through Display Ads:
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Display Ads help us measure all user interactions with our site: This provides a more accurate count of how many people saw the ad, helping us determine if it reached the desired audience.
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They allow for better segmentation of our advertising campaigns: Display Ads can target different audiences that match the characteristics of our buyer persona. In other words, in our business model, we define our ideal customer with specific traits and interests aligned with our goals. Google uses data from our website to identify users who may be interested in what we offer and shows them banners about our event on various mass communication platforms and websites with similar content.
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They are eye-catching and impactful: As mentioned earlier, Display Ads have evolved into more attractive and engaging formats for users, ensuring at least five seconds of attention — enough for them to absorb key event information.
Essential Elements a Banner Must Have to Generate the Desired Impact
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Dates and times: Clearly display the days and times the user can attend the event. This information should be large and eye-catching.
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Venue: It’s important to indicate the exact location where the event will take place.
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Event logo: The logo should be prominent so that users can instantly see and remember it, associating it with your event.
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Value proposition: Highlight the benefits and advantages of attending the event on the banner — for example, key speakers, anchor brands, or main conference topics.
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Be short and concise: The information should be direct and leave no room for confusion for your target audience.
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Colors: These should align with the event's visual identity guidelines.
Understand Audience Targeting Types for Your Display Campaigns
You need to choose the targeting type that aligns with your advertising strategy and the event planning objectives. Here are some examples:
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Affinity audiences: Users whose passions, interests, and habits directly relate to the event’s topics.
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Custom segments: These are configured based on previously selected keywords. When users use these terms, they automatically receive ads related to your event.
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Detailed demographics: Display Ads will only appear to users in selected geographic areas who meet the desired profile.
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Life events: Users who are going through major life milestones and are actively seeking solutions, products, or services.
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In-market audience: Ads target users who have searched for content or information similar to the topics of your exhibitions.
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Your data segments: These are visitors selected based on their recent searches, email lists, or audiences similar to them.
A Display strategy is a powerful way to elevate your trade show and increase user engagement — it should always be part of your media strategy.
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