“As the modern consumer journey becomes increasingly complex, and as investment in display advertising continues to grow, it’s vital that marketers understand how their display campaigns best fit into their marketing mix and the value display activity can offer. Emphasis has shifted from using display to reach as many people as possible, to instead focus on ensuring resources are spent on accurately identifying how best to engage the right type of customer at the right time. This guide is designed to help marketers get to grips with the state of play of the display industry in the UK in  2017.” – Rakhee Jogia, Regional Director of Rakuten Display Europe, Rakuten Marketing

Rakuten Marketing is proud to once again be part of PerformanceIN’s Advertiser’s Guide to Performance Marketing – an annual resource with contributions by a roster of industry leaders in various fields of performance marketing within the UK.

The resource launches today with our contribution: the Advertiser’s Guide to Display Marketing. This first instalment in the series offers an outline of the display channel in 2017 in a digestible format with practical takeaways.

In the UK, display advertising accounted for 37% (£3.76bn or AU$6.49bn) of all digital adspend in 2016. For performance-driven marketers and advertisers, understanding what makes an effective display campaign – encompassing of business goals – is vital to maximise return-on-ad-spend (ROAS).

Whether you are a performance marketer wanting to review your knowledge of the channel or an advertiser weighing up your investment on display, download the Advertiser’s Guide to Display Marketing for a quick-read resource covering:

  • An overview of the UK display ad industry in 2017
  • A breakdown of formats, strategies and measurement
  • How to make the channel work for your brand’s needs
  • What channel developments to expect in the near future