Display advertising via programmatic buying

Programmatic Media

Display advertising: visible at the right moment

Display advertising is one of the most flexible and scalable forms of digital marketing. Through banners, visuals, and interactive formats, we bring your brand to the forefront on websites, in apps, and via networks your target audience visits daily. At Follo, we smartly use display advertising as a reinforcing part of an integrated full-funnel strategy. Fully programmatic, data-driven, and with maximum control over targeting and results.

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What is display advertising?

Display advertising refers to visual online ads displayed on websites, apps, or other digital platforms. These ads can be static or dynamic and consist of images, HTML5, rich media, or even video. Through programmatic buying, ads are automatically placed in relevant spots based on targeting such as behavior, location, context, and demographics.

Display is suitable for every stage of the funnel: from brand awareness to retargeting. By using it smartly, you not only build visibility but also actively drive conversions. Display is thus a powerful building block within any performance marketing strategy.

Your brand, visible at the right moment and to the right audience.

Why display advertising?

Display has long been a staple in the media mix of top brands for good reason. The strength lies in the scale, speed, and precision with which you can set up, optimize, and scale campaigns. And thanks to programmatic buying, you ensure you always get the most out of your budget. Benefits of display advertising:

Wide reach via thousands of websites, apps, and networks
Fully programmatic and scalable
Dynamic creatives tailored to audience and behavior
Usable for awareness, retargeting, and conversion
Low cost per impression (CPM) and high flexibility

Perfectly usable within cookieless strategies (contextual, placement, device)

Full-funnel strategy with display

At Follo, we always use display advertising within a broader funnel strategy. In the upper funnel, we focus on visibility and brand association, in the mid-funnel we strengthen consideration, and in the lower funnel, we use display for retargeting and conversion steering. Every moment counts — and with display, you're always visible where it matters.

This is how we build a funnel with display:

Awareness: broad visibility via premium networks and contextual targeting
Consideration: dynamic creatives tailored to behavior and interests
Conversion: retargeting via product feeds, cart abandoners, or CRM data

Display advertising integrated into your data-driven strategy

Our approach to display advertising

Strategic channel choice and format determination based on objectives

We determine the right channels and ad formats that best align with your specific marketing goals for maximum effectiveness.

Programmatic buying via premium DSPs

With programmatic buying via leading DSPs, we ensure the best reach and targeted placement of your ads on relevant platforms.

Creation of visual, engaging, and converting ads

Our creatives develop visual ads that both capture attention and drive action, focused on conversion.

Dynamic optimization based on behavior, context, and performance

We continuously adjust campaigns based on real-time behavioral data, context, and performance to increase impact and effectiveness.

Full integration with search, social, and on-site data

By linking campaigns with search data, social data, and on-site user behavior, we create a holistic strategy that performs better and delivers measurable results.

Reporting and adjustment via dashboards in FolloEngine

With FolloEngine, we provide detailed reports and ensure continuous adjustment of the campaigns, so you always have insight into progress and performance.

Maximum visibility and control with the right formats and networks

Formats and networks

At Follo, we offer a wide range of display formats that fit every campaign need. From static banners (JPG, PNG) to dynamic HTML5 ads, rich media, and interactive formats, and video in-banner formats. Our mobile-first and responsive ads ensure your message is always optimally displayed, regardless of the device. We run campaigns via strong networks like Google Display Network (GDN), DV360, private marketplaces (PMPs), and through direct deals with top publishers. This allows us to guarantee broad visibility while maintaining full control over the placements and performance of your campaigns.

Who is display advertising suitable for?

Display is relevant for virtually every sector. From e-commerce to B2B and from FMCG to services. Whether you want to attract new customers, increase brand awareness, or use remarketing: display works.

Typical applications:

E-commerce: promoting products, discounts, retrieving cart abandoners
B2B: visibility on business platforms with branding campaigns
Local campaigns: targeting on geographic segments and language
Lead generation: via dynamic ads linked to landing pages and forms

From clicks to concrete results with data-driven insights

Display & data: measurable via FolloEngine

With FolloEngine, we not only map clicks and impressions but also measure the actual contribution to your performance. This way, you can link display campaigns to your full marketing data and gain concrete insights.

What you gain insight into:

Search uplift after display exposure
Funnel progression via multichannel attribution
A/B tests of creatives and placements
Real-time performance at the campaign level

Why display advertising with Follo?

Follo is a leading performance agency with over 180 specialists, spread across six offices in the Netherlands and Belgium. We work for more than 300 brands domestically and internationally, combining creativity with technology, strategy with execution.

With our integrated approach, we make display advertising part of a broader, smart media strategy. Not just loose banners, but campaigns that make your brand visible and deliver results. Driven by FolloEngine, fully transparent and measurable.

Programmatic display