Display advertising is a method of digital advertising where promotional messages are displayed on websites or apps. These ads can take various forms, including banners, videos, or interactive ads, and are strategically placed to reach target audiences.

At Crowe, we leverage display advertising to increase brand visibility and reach potential clients who are interested in our services. By strategically placing ads on relevant websites or apps frequented by our target audience, we can effectively showcase our expertise and offerings.

Display advertising works by targeting specific demographics or interests, allowing us to tailor our messages to different segments of our audience. Whether it's promoting our audit, tax, advisory, or other services, display ads enable us to engage with potential clients and drive them to our website for more information.

One of the key benefits of display advertising is its ability to reach a wide audience quickly and cost-effectively. With the right targeting and messaging, display ads can capture the attention of potential clients and encourage them to learn more about Crowe and the value we can offer to their business.

In our display ads, we focus on delivering either our core brand message or specific campaign messages. This distinction allows us to effectively communicate our brand identity or promote targeted initiatives to our audience, ensuring our advertising efforts align with our marketing objectives.

The foundation of a good display ad is structure. And there are best practices you should follow when mapping out your ad. Its highly recommended that display ads need to be distinguishable from normal web page content and have clearly defined borders so they are not confused with normal web content. It’s also important that ad sizing should be flexible as people may view your ad on different-sized screens, across a range of devices.

The Crowe digital brand has been designed with this flexibility and adaptability in mind but specific to Display ads there are some fundamental elements that should always be considered and prioritised. Every ad should contain four main components:

Incorporating Crowe's logo or company name prominently in the ad ensures brand recognition and establishes credibility. It's the first step in building trust with our audience and reinforcing our brand identity across digital platforms. Since our advertising is promoted outside of the Crowe digital channels, having clear and identifiable content is paramount. Our logo serves as the cornerstone of our brand, instantly highlighting the connection between the ad content and the Crowe brand.

Communicating a unique value proposition is essential for persuading potential clients to engage with our services. Whether it's our expertise, innovative solutions, or client-centric approach, our value proposition should be clear, compelling, and tailored to resonate with our target audience. This value proposition can encompass broader brand messaging or be specific to particular campaigns, allowing us to effectively communicate our strengths and offerings in a way that resonates with our audience.

Visual elements play a crucial role in capturing audience attention and conveying our message effectively. Incorporating eye-catching imagery or visuals that support a specific idea or message can significantly enhance the impact of our display ads. For campaigns, unique campaign imagery may focus on specific themes or messages relevant to a particular marketing initiative and build a connection to a larger campaign that might be promoted across other channels. Meanwhile, using brand-specific visual elements, such as our unique Smart Path device, helps reinforce the Crowe brand across channels and build broader brand recognition among the audience."

A clear and compelling call-to-action (CTA) prompts the audience to take the desired action, whether it's visiting our website, contacting us, or learning more about our services. The CTA should be prominently displayed and encourage immediate engagement, guiding users towards the next step in their journey with Crowe. Examples of effective CTAs include clickable buttons, hashtags for social media engagement, and hyperlinks for easy access to relevant pages on our website. Each CTA should be tailored to the specific objective of the ad and provide a clear and actionable direction for the audience