Example of Display
Advertising Campaigns

Each display campaign works very differently depending on industry, audience, and business goals. Below you can see how local, B2B, and nationwide advertisers can use targeted placements to make online display advertising work harder.

Display advertising examples illustration

How Online Display Campaigns Vary by Industry

Online display campaigns can take many forms, depending on the industry and business goals. A local car dealership, a B2B software company, and a nationwide travel website all have different audiences and marketing needs, so their display campaigns must be tailored accordingly.

Some businesses focus on reaching customers in a specific area, while others want to appear alongside relevant content that aligns with their product or service. Below, we explore three examples of how online display advertising can be used effectively across different industries.

Local car dealership icon

Local Car Dealership - Geotargeted Awareness Campaign

Customer:

A car dealership in a mid-sized city selling new and used vehicles.

Campaign Strategy:

For a business that relies on local customers, geo-targeting is essential. The dealership can display ads only to users within a 30-mile radius to ensure the right audience sees its promotions.

Example Ad Execution

  • Display ads appear on news websites, local blogs, and auto-related content for users in the dealership's service area.
  • Ads showcase promotions such as "0% financing for local buyers" or "Test drive the latest SUVs near you."
  • The ads should include messaging tied to the user's city to reinforce trust and local relevance.
  • Ad format used: Medium Rectangle.

Why It Works

  • Ad spend is focused only on potential local buyers.
  • Wasted impressions from users outside the area are reduced.
  • Location-based offers create urgency and relevance.
Cost Estimation:
  • A 2-week campaign can generate around 1.0 million ad impressions.
  • The average CPM on the selected sites can range from 5 € - 10 €.
  • The overall investment for this campaign is around 5.000 € - 10.000 €.
B2B software icon

B2B Software Company - Contextual Targeting on Industry Websites

Customer:

A B2B company selling cloud-based project management software.

Campaign Strategy:

Since B2B customers often research solutions on industry websites, contextual targeting is an effective way to reach them.

Example Ad Execution

  • The company places display ads on business news sites, project management blogs, and technology websites.
  • Ad messaging highlights benefits such as "Increase team efficiency - try our software today."
  • Calls to action include offers like "Download our free whitepaper" or "Schedule a demo."

Why It Works

  • Ads are seen by professionals actively reading about relevant topics.
  • The brand is positioned as an expert in the industry.
  • It does not rely on cookies or user tracking, making it a privacy-friendly solution.
Cost Estimation:
  • Even though the campaign runs nationwide, the overall reach is limited because it focuses on B2B decision-makers.
  • Since the decision-making process in this field often takes time, the campaign can run as an always-on setup.
  • The campaign can generate around 3.5 million ad impressions per week.
  • The average CPM for this highly targeted setup can range from 10 € - 20 €.
  • The overall investment for this campaign is around 35.000 € - 70.000 € per month.
Nationwide travel icon

Nationwide Travel Website - Seasonal Contextual Targeting

Customer:

A travel booking platform offering vacation packages across the country.

Campaign Strategy:

People plan vacations at different times of the year, so a travel site can use seasonal contextual targeting to align ads with timely content and demand.

Example Ad Execution

  • The company focuses on websites with strong travel context, such as travel blogs and inspiration portals.
  • Based on search trend data, the company identifies when people search for certain trips. In autumn, people may look for ski resorts, while in winter they may search for beach holidays.
  • The company uses this insight to plan seasonal campaign waves, for example one in autumn and one in winter.
  • Display ads include messages such as "Escape the cold - book your winter getaway."

Why It Works

  • It captures users when they are actively looking for travel ideas.
  • The ad messaging matches seasonal demand.
  • Engagement increases because the ads appear in a highly relevant browsing environment.
Cost Estimation:
  • The campaign runs nationwide and can attract a large audience.
  • The campaign can generate around 30 million ad impressions in three weeks.
  • The average CPM for this highly targeted campaign can range from 4 € - 8 €.
  • The overall investment for this campaign is around 120.000 € - 240.000 €.