Display Advertising Agency

What is display advertising?

 

Display advertising refers to the use of visual-based ads that include text, images, and a URL that links through to a page on the advertiser’s website when clicked. These are also often referred to as banner ads and are shown on targeted websites or apps across the web to promote a product, service, or brand. Designed to capture attention, these ads are strategically placed in high-visibility areas of webpages, including the top, sidebars, within content, or as full-screen takeovers. 

 

Display is a powerful tool for reaching the right audience at scale. It helps brands stay visible across the open internet, beyond search and walled gardens such as Meta and Amazon, by targeting users based on demographics, interests, behaviours, or previous website visits. With creative flexibility and rich visual formats, display advertising supports every stage of the funnel: from driving brand awareness to re-engaging users who’ve already shown interest. It’s also measurable, cost-effective, and easily optimised, making it an essential part of any full-funnel marketing strategy. 

 

Display ads are bought in a variety of ways, usually either directly from publishers (where ad inventory is bought within a closed environment and negotiations are manually undertaken with the publisher) or programmatically – which is the use of automated technology for media buying across various exchanges.

 

Our technology allows us to access a wide range of creative formats, with the most popular being:

• Banner Ads: These are the most common type of display ads and can come in different sizes, such as skyscraper ads, leaderboards, and more. They can be static graphics or feature some dynamic elements and transitions. 
• Native Ads: These ads blend seamlessly with the website content.
• Rich Media Ads: Interactive ads that may expand, scroll, or allow for multiple user actions to provide an immersive experience.

Our Approach

 

As part of offering full service media planning and buying, Yango is a display advertising agency, and our approach is rooted in remaining truly agnostic across the entire display ecosystem. This ensures we are able to deliver the best outcomes for our clients, leveraging a tailored mix of technology, data, publishers, and formats – selecting the right tools for each brief rather than relying on a one-size-fits-all solution.

We combine both programmatic and direct publisher buying, staying flexible and responsive to the strengths each vendor brings. This adaptability ensures we can tap into emerging technologies that best align with our clients’ needs as they become available.

By staying ahead of industry trends and actively testing emerging technologies, we’re able to deliver high-performing campaigns driven by ongoing optimisation. Our comprehensive access to platforms and data partners allows us to pinpoint the ideal audience and ensure we reach them at the right time, in the right environment, and with the right message.

 

At Yango, we structure our display advertising strategy around three core audience types:

• 1st Party Data: We harness the advertiser’s own data – often the most valuable – providing direct insight into customer behaviour. As privacy regulations tighten and create further addressability challenges; this data becomes even more critical for accurate targeting and performance.
• 2nd Party Data: By utilising other businesses’ 1st party data (not the advertisers), 2nd party data allows us to broaden reach ánd strategically target (for example using specific category transaction data, ticketing data, location data, etc.) while maintaining relevance, ensuring efficient, low-wastage targeting.
• 3rd Party Data: Predefined audience segments sourced by external providers such as Oracle, Eyeota, S&P, etc.  are ideal for top-of-funnel activity. They help drive brand awareness by reaching new audiences at scale and are easily accessible.

 

 

How we do it

 

A Dedicated Team

When you partner with us, you get direct access to an experienced team that excels in both client service and the display advertising landscape – as well as how it fits into the wider marketing mix. We deeply understand the technologies, platforms, publishers, and data solutions available – and we’re here to make them work for you. With clear communication, a tailored approach, and full transparency, we act as an extension of your team, working side-by-side to deliver meaningful results.

 

Effective Planning

Our approach to display is built around the full customer journey. We strategically engage users across all stages of the funnel and across different digital environments, delivering the right message, to the right audience, at exactly the right time. The result: better efficiency, less media wastage, and stronger campaign performance.

 

Agile and Technology-Agnostic

Many agencies limit themselves by aligning with just one or two platforms. We don’t. We stay flexible and independent – selecting the best tools, technologies, data sources, and publishers based on your needs, not our partnerships.

This agility allows us to quickly respond to changes in the market, whether it’s privacy legislation, targeting restrictions or creative limitations. If a particular tactic isn’t delivering, we can pivot instantly – reallocating the budget where it’s most effective, with no vendor lock-ins or spend commitments holding us back.

 

Measurable Performance & Results

We unify our Programmatic and Direct display buys within a single tech stack. This gives us a consistent way to track, measure and optimise performance, regardless of format or publisher. By wrapping Direct buys with ad server tags, we maintain a clear and consolidated view across all activity. That means smarter budget decisions, less waste, and better outcomes.

We also use Rubii – our campaign management platform – to bring together real-time data across the MarTech and AdTech ecosystem. This fuels our daily campaign decisions and gives you fast, transparent insights, ultimately improving performance while reducing human error.

 

Brand safety

Brand safety isn’t optional. It’s a priority. We take multiple steps to ensure your ads appear in safe, reputable environments:

• Custom Block Lists: Every campaign starts with our proprietary exclusion list, and we go further by tailoring a secondary blocklist specific to your brand.
  
• Topic Exclusions: We apply built-in filters to avoid sensitive content like violence, drugs, or explicit material.
• Keyword Exclusions: Custom keyword exclusion targeting allows us to filter out anything that is industry relevant that is not captured by our topic targeting. For example preventing automotive client’s ads from being shown on news stories around car accidents.
  
• Trusted Verification: We work with third-party providers including DoubleVerify, IAS, and Brand24 to add another layer of protection.

Our goal is simple: keep your brand seen in the right places, by the right people.

Emerging technology

 

Measurement technology:

The metrics that once defined success, like impressions or viewability, aren’t enough anymore. Today, it’s about attention: how long someone actually engages with your ad.

Yango has embraced attention-based modelling, and the results speak for themselves:

• 5.9x increase in brand recall
• 2.8x increase in conversions (vs. traditional viewability optimisation)

We’ve built our own proprietary attention model and made it available to all clients, giving you access to smarter performance optimisations from day one.

 

Creative technology:

 Creative innovation plays a key role in campaign success. We use emerging formats designed to break through the noise and drive deeper engagement, including:

• • Social Display: Repurpose your best-performing social creative as display ads across the open web. Extending reach while keeping familiarity.
  • Conversational Display: Turn your ad into an interactive experience. With built-in decision trees, these formats let users ‘talk’ to your brand. Delivering personalisation and increased engagement in real time.
• In-Display Video Ads: Embed video into your display ad units for an even more immersive and engaging experience.

Why Choose Yango?

 

At Yango, we are display media experts dedicated to delivering real business results through data-driven strategies. We take an agnostic approach, leveraging the best technologies, data, and publishers to build customised display campaigns that align with your unique goals.

Our deep industry expertise keeps us at the forefront of media, ensuring seamless integration of display media within your broader marketing ecosystem.

Transparency is at the heart of our business. With direct access to the experts managing your campaigns, you gain clear communication, deeper insights, and a hands-on, collaborative approach, ensuring your display media strategy stays aligned with your business objectives.

 

Get in touch!

 

Ready to take your online presence to the next level? Contact us today to learn more about our services and how we can help your business succeed online.

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Display FAQs

 

What is display advertising?

Display advertising is a form of online advertising that shows your brand’s message through visual banners across the open web and apps. These ads can appear in a variety of formats – static, animated (HTML 5)  or interactive (High Impact) and are designed to capture attention while people browse online.

 

How do display ads work?

Display ads appear across the open web based on the targeting restrictions that advertisers have applied. Using DSP’s we are able to target users based on their behaviours, interests, or demographics and serve ads across thousands of relevant websites and apps.

 

Why should I run display ads?

Display advertising is a powerful way to build brand awareness, stay top-of-mind, and drive traffic to your website. It’s especially effective when used alongside other channels, helping you reach new audiences, re-engage past visitors, and support the full customer journey from first impression to final conversion.