CMO Strategies: The key strategies and challenges across leading marketing channels

Digiday+ unlocks an edge for media and marketing leaders through a set of exclusive benefits and features, including our original research based on unique data collected from our community panels of publishers, agencies, brands and technology insiders.

Recently, members have had access to our CMO Strategies series, which takes an in-depth look at where CMOs are investing across leading marketing channels, including ad-supported streaming, retail media, display advertising and social media.

Get a taste of this content below, where we dive into a guide to display ads, including their benefits, obstacles and trends. Subscribe for full access to this research, weekly briefings, reports and guides, member events and much more. 

CMO Strategies: A guide to display ads — benefits, obstacles and trends

By Dania Gutierrez

Display ads aren’t going anywhere anytime soon. There’s probably one to the right of this page — but did you notice it? 

This year, marketers and CMOs continue to tap into the $225 billion online advertising business to serve targeted content and ad campaigns that are relevant, engaging and, above all, valuable to audiences. And ad spend on digital banners for mobile and desktop is projected to grow 9.4% and 3.8%, respectively, this year, according to Statista. In Digiday’s first-quarter 2024 survey, a larger percentage of respondents (75%) said that they currently use display ads compared with those who said they used display ads at the same time last year (61% of respondents) — an increase of 14 percentage points. 

Display ads are a trusted media channel among most marketers due to their accessibility and proven outcomes. “Display, to me, is still the easiest channel to buy,” said Laura Knebusch, svp of CPG marketing and consumer experience at household products manufacturer Georgia-Pacific. “I would say it delivers an effective and efficient outcome for us.” 

Marketers increase their use of display ads in 2024

More from this series

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