Marketing Glossary

What is Digital Out-Of-Home (DOOH)? DOOH, or Digital Out-of-Home, refers to advertising that is displayed digitally in locations outside the home, in public spaces such as stadiums, shopping centers, retail stores, museums, transportation hubs, restaurants, corporate buildings, etc. DOOH advertising projects digital displays such as video, images, weather data, menus, etc., and allows marketers to reach customers in the public realm, not just on their personal devices or at home. Sign up for Ads Manager Learn how to buy and manage all of our available advertising products in our easy-to-use self-serve platform. Sign up Subscribe to our Newsletters Stay on top of the latest location marketing news, strategies, tips and tricks. Subscribe See what location can do for you. Contact Us

What are Display Advertising Services? Display advertising services allow marketers to accurately build and target specific audiences across various devices using ad creatives such as images, and videos. With Display Advertising services, marketers and brands can build awareness around their products and increase their sales through online and offline purchases. Sign up for Ads Manager Learn how to buy and manage all of our available advertising products in our easy-to-use self-serve platform. Sign up Subscribe to our Newsletters Stay on top of the latest location marketing news, strategies, tips and tricks. Subscribe See what location can do for you. Contact Us

What are Display Banner Ads? A display banner ad is a form of online banner display advertising that appears on websites, apps, and digital platforms to promote a product, service, or brand. Typically rectangular in shape, display banner ads combine a visual image, short copy, and a clear call-to-action (CTA) designed to drive a user to click through to a landing page or offer. Display banner ads run across both mobile (in-app and web) and desktop display advertising environments, making them one of the most versatile formats in digital advertising. They are purchased and delivered programmatically, meaning advertisers bid for impressions in real time based on audience targeting criteria rather than negotiating placements manually. What Makes a Display Banner Ad Effective? Not all banner ads perform equally. The strongest display banner ads share a few common characteristics: A single, focused message: Banner ads have limited space. The most effective ones communicate one clear idea rather than trying to say everything at once. A visible call-to-action: Whether it is “Shop Now,” “Get a Quote,” or “Find a Store Near You,” the CTA should be immediately obvious and action-oriented. Brand recognition: Logo placement, consistent color use, and on-brand visuals help users connect the ad to the advertiser, even without clicking. Relevance to the audience: An ad served to the wrong person rarely performs well regardless of creative quality. Audience targeting and contextual targeting both play a significant role in making banner ads feel timely and relevant rather than intrusive. Fast load time: Heavy creative files slow page load and often get skipped or blocked. Keeping file sizes lean improves delivery and viewability. GroundTruth’s Creative Services team can help you build banner ads that are optimized for each placement and audience segment. Display Banner Ads and Programmatic Advertising Most online banner display advertising…

What is Display Retargeting? Display Retargeting (often called Display Remarketing) is the additional targeting of a consumer that has already seen an ad, during the same advertising campaign or during a previous campaign. Such sequential targeting can reemphasize the message to build loyalty as well as push consumers down the sales funnel. Different messages and creatives could be delivered during the original and follow-up Display Retargeting campaign to match the campaign objective. How Display Retargeting Works A display retargeting strategy starts by identifying an audience of consumers who have already been exposed to your brand through: A previous ad impression A website visit A location-based interaction Once that audience is captured, retargeting display ads are served to those same consumers across additional placements and channels, reinforcing the original message. The follow-up creative does not need to match the original. Shifting the message based on where a consumer is in the purchase cycle is one of the more effective ways to use display retargeting. A first-touch ad might focus on awareness, while a retargeted ad can speak more directly to a specific product, offer, or call to action. Monitoring Retargeting Performance Running a display retargeting campaign without tracking its performance is a missed opportunity. Keep an eye on metrics like impression frequency, click-through rate, and conversion rate across both the original and follow-up ad groups. Comparing the two reveals which messages are most effective at moving audiences to act. Watch for ad fatigue over time, which shows up as a drop in engagement after a consumer has seen the same ad too many times. Rotating creatives and adjusting frequency caps keeps retargeted audiences engaged without overexposure. GroundTruth platform supports retargeting across Mobile, Desktop, CTV, and OTT, with device ID-based audiences that can be activated within the same campaign or carried into…

What is Dynamic Creative? Dynamic creative (or “dynamic ads”) is a method of programmatic advertising that results in an ad’s messaging being updated in real-time based on predefined parameters and rules defined by the advertiser. This highly automated approach allows advertisers to create very relevant, unique, and personalized ads to each user on the fly, helping to vastly improve the effectiveness of the campaign with little time investment. An example of this would be for an auto manufacturer showing the appropriate offer based on the geographic region of the impression. Common parameters used in dynamic creative are location, weather, time, etc. The more parameters that can be defined, the more effective the ad is likely to be. Learn more about dynamic creatives and how we use them in our location-based mobile advertising platform at GroundTruth. Discover the power of dynamic creative at your fingertips. Sign up for Ads Manager Learn how to buy and manage all of our available advertising products in our easy-to-use self-serve platform. Sign up Subscribe to our Newsletters Stay on top of the latest location marketing news, strategies, tips and tricks. Subscribe See what location can do for you. Contact Us