Digital display
Digital display advertising encompasses all the visual ads you see online, from banners and rich media to video and native formats. It's a powerful tool for reaching your target audience, building brand awareness, and driving conversions.
Whether you're looking to increase website traffic, generate leads, or promote a specific product or service, a skilled digital display freelancer can help you achieve your marketing goals.
What to look for in a digital display freelancer
Finding the right digital display freelancer requires careful consideration of their skills and experience. Look for freelancers who demonstrate a strong understanding of:
- Various ad platforms (Google Ads, DV360, The Trade Desk, etc.)
- Different ad formats (static banners, animated GIFs, video ads, native ads)
- Targeting options (demographic, interest-based, retargeting)
- Performance measurement and reporting (impressions, clicks, conversions, ROI)
- Ad trafficking and campaign management
Main expertise areas
Digital display encompasses a range of specialisms. When hiring, consider which of these areas are most relevant to your needs:
- Programmatic advertising: Automating the buying and selling of ad space in real-time.
- Direct buys: Negotiating ad placements directly with publishers.
- Social media advertising: Running display campaigns on platforms like Facebook, Instagram, and Twitter.
- Mobile advertising: Optimising ads for mobile devices and apps.
- Rich media and video advertising: Creating engaging and interactive ad experiences.
- Data analysis and optimisation: Analysing campaign performance and making data-driven adjustments.
Relevant interview questions
To assess a freelancer's expertise, prepare insightful questions such as:
- Can you describe your experience with different display advertising platforms?
- What strategies do you use to target specific audiences?
- How do you measure the success of a digital display campaign?
- Can you share examples of successful display campaigns you've managed?
- How do you stay up-to-date with the latest trends in digital display advertising?
- What's your process for A/B testing and optimising ad creatives?
Tips for shortlisting candidates
Effectively shortlist candidates by:
- Reviewing their portfolios for relevant case studies and results.
- Checking client testimonials and feedback.
- Assessing their communication skills and responsiveness.
- Confirming their understanding of your specific industry and target audience.
Potential red flags
Be mindful of these potential red flags:
- A lack of demonstrable experience with relevant ad platforms.
- An inability to articulate clear strategies for targeting and measurement.
- Vague or unrealistic promises about campaign results.
- Poor communication or unprofessional conduct.
Typical complementary skills
Digital display often works best in conjunction with skills such as:
- Search engine optimisation (SEO)
- Social media marketing
- Content marketing
- Email marketing
- Data analytics
Benefits of hiring a digital display freelancer
A skilled digital display freelancer can help you:
- Reach a wider audience and increase brand visibility.
- Drive targeted traffic to your website and generate leads.
- Promote specific products or services and boost sales.
- Retarget website visitors and improve conversion rates.
- Gain valuable insights into your target audience's behaviour.
- Optimise your marketing budget and maximise ROI.
For example, a fashion retailer could use digital display to promote their new summer collection to fashion-conscious consumers aged 18-35. A software company might leverage retargeting campaigns to re-engage website visitors who abandoned their shopping carts. A local restaurant could use location-based targeting to reach potential customers in their neighbourhood.
By leveraging the expertise of a skilled digital display freelancer, you can unlock the full potential of this powerful marketing channel and achieve your business objectives.
