Part of Digital campaigns
Banner campaigns
We buy visibility in the places your audience already is.
Display and programmatic, with one difference from how it usually goes: we check every week where your ads end up. That's dull work, and it's exactly where the money leaks.
What you get
Visibility in places you'd approve yourself, and an exclusion list that grows every week.
What is a banner campaign?
Banner campaigns are paid image-format ads on websites and in apps, giving you visibility with people busy doing something else. WIT.agency sets up and manages those campaigns: we decide who you reach, check weekly which websites your ads end up on, exclude what isn't right, and measure what it delivers. That weekly cleanup is the work that makes the difference.
It's also called display advertising, programmatic advertising or bannering. It differs from search engine marketing: there you answer a question, here you interrupt someone. And it differs from social channels in that your ad can land on thousands of different websites, including places you don't want to be.
Marketing agency based in Belgium · Works locally, nationally and internationally · For businesses and for agencies
This is why they call us.
“Our banner sat next to an article we don't want anything to do with.”
Whoever never checks where their banners land ends up everywhere. That's the quiet risk of the cheapest channel.
What we look at
Four parts. And the list, every week.
Display is the channel checked least, and therefore the one leaking most. The difference isn't in the setup, it's in the weekly cleanup.
Audience
Who do you want to reach, and why now?
People who visited your site, people who searched elsewhere, or an interest-based audience. Each delivers a different return.
Placements
Where do your ads actually end up?
The most important part and the most neglected. Checking the list every week and excluding what you don't want is the real work here.
Creative
Does it stand out without being annoying?
A banner gets a fraction of a second. What's on it needs to be readable at the smallest size.
Measurement
What is an impression worth?
Clicks on banners are rare and often accidental. We measure what happens afterward, not the click-through rate.
What it comes down to
From being everywhere to being somewhere.
What's there now
The campaign runs, impressions run into the millions, and the cost is fine. Where those impressions actually land, nobody has ever checked.
Cheap enough not to notice, until your banner sits somewhere you don't want to be.
What's there afterwards
A list of placements you'd approve yourself, and an exclusion list that grows every week.
Fewer impressions, in better places. That usually costs reach and usually delivers results.
Illustrative example, not from an actual client.
The deliverable
Here's what it looks like when it's done.
Campaigns that run, plus the weekly check that keeps this channel safe.
- 01The audiences we target
- 02The placements you do and don't want to be in
- 03The banners themselves, in the sizes that actually matter
- 04An exclusion list updated every week
- 05A conversation every month about what happened and what's next
How it usually goes
A fixed way of working. No fixed package.
This is the usual sequence. Where we go deep and where we keep it short gets decided during intake.
Intake
We ask the questions. Who you want to reach, where you definitely don't want to be, and what people should do afterward.
at the table
Setup
Audiences, placements, banners and measurement, plus a first exclusion list before anything goes live.
approve
Cleanup
Checking placements every week and excluding what isn't right. This is the work this channel runs on.
nothing
Where it varies
Want to bring back people who visited your site? That's a small, cost-effective channel with little cleanup. Want to reach new people? It takes longer.
Where it never varies
We never let a campaign run without reviewing placements. We say it when display mostly delivers reach for you and no customers.
What it costs
No rate card. One number.
A small campaign to bring back visitors is a different job than a broad programme across several markets. That's why there's no fixed price tag.
What there is: once the approach is set, the number is fixed. No hourly billing, no extra costs halfway through.
What determines the scope
Whether it's new or known people.
Bringing back visitors needs much less cleanup than new reach.
How many banners are needed.
One message in every size, or different messages per audience.
How many markets or languages.
Each extra language is its own set, not a translation of the first.
How strict brand safety needs to be.
For sensitive sectors, the exclusion list is a job in itself.
Honestly
Sometimes you need something else.
You want to show up the moment someone searches.
Look at Search engine marketingYou want reach with imagery that lasts longer.
Look at YouTube advertisingYou want to advertise on other channels too.
Look at Digital campaignsYou're looking for a report to justify a decision that's already made.
Then we're not the right fitFrequently asked questions
What people ask before they start.
What do banner campaigns cost?
There's no fixed rate, since it mostly varies how much cleanup is involved. Price depends on whether it's new or known people, the number of banners, the number of markets, and how strict brand safety needs to be.
Can we control where our banners appear?
Largely, yes, and that's exactly the work. You can exclude sites, kinds of content and whole categories.
How do we avoid sitting next to the wrong content?
By checking every week. Automatic filters exist, but they let enough through. An exclusion list someone maintains works.
Nobody clicks our banners. Is that a problem?
No, that's normal. Clicks on banners are rare and often accidental. What counts is whether people search your name or come back to your site afterward.
Does this work to bring back visitors?
Yes, and that's usually the most cost-effective use. People who already visited your site respond better, and it needs much less cleanup.
Do you make the banners?
The structure and copy, yes. For design we work with creators, or with whoever already does that for you.
Is programmatic the same as display?
Largely, in practice. Programmatic refers to how the space is bought, display to the format.
Do you sometimes advise against this?
Yes. For companies with a short buying process and high search intent, display mostly delivers reach and few customers.
See where you stand first. Then step in.
The call where we work out whether a banner campaign makes sense for you takes thirty minutes and costs nothing.
Book a 30-minute call