Display and YouTube Ads are often either over-invested in (treated as a primary conversion channel when they're not) or ignored entirely (because "nobody clicks banner ads"). The truth is in between. Display and YouTube do two specific things well: retargeting people who visited your site but didn't convert, and seeding demand with people who match your best customer profile before they're actively in market. As a direct response channel, Display converts at 0.1-0.5% — nowhere near Search or Performance Max. As a retargeting channel, it brings back the 97% of visitors who don't convert on the first visit at a cost-per-conversion that's 3-5x cheaper than cold traffic. We're clear-eyed about this distinction and design Display and YouTube strategies accordingly — proper audience segmentation, frequency capping, brand safety exclusions and creative that matches where in the funnel the person is.
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Yes — YouTube requires a video asset. A 6-second bumper ad is the minimum. We can scope a basic motion graphic from your existing brand assets if you don't have video footage, or write a script for a live shoot. For eCommerce product launch campaigns, a simple product demo video shot on an iPhone often outperforms expensive brand films.
Google requires 100 active users in a Display remarketing audience before ads start serving. Practically, you need 500-1,000 monthly website sessions to build meaningful retargeting audiences across the funnel stages. If your traffic is below this threshold, invest in Search Ads first to build the audience pool, then layer Display on top.
Remarketing specifically targets previous visitors — Display can run to cold audiences as well (in-market, affinity, custom intent). The two often run together: Display to custom intent audiences for demand seeding, remarketing to previous visitors for conversion recovery. We scope and manage both from the same campaign strategy.
Same four stages on every display & youtube ads project. You'll always know what's happening this week and what's next.
30-minute chat to understand your business, your customers and what success looks like for your display & youtube ads.
We map the work to outcomes — fixed-price scope, clear deliverables, no surprise rounds on your display & youtube ads project.
Senior in-house team executes — you'll see real progress weekly, not a 6-week silence followed by a big reveal.
We hand over editable files, train your team, and stay on for 30 days post-launch to fix anything that needs fixing.
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