Display is the channel for everything else.
Programmatic display advertising reaches your audience on laptop and phone during the hours CTV and audio can't, with frequency coordinated across all three channels.
Three audiences, three different days, one gap they all share.
Switch the persona to see how the pattern changes.
Whoever the audience is, display covers the stretch that streaming TV and audio leave open.
Most do display. We do it right.
Most display chases the lowest CPM and calls it a day.
Targets your actual audience, not an assumed segment.
The same audience as your CTV and audio, built from your own customer data and site behavior. Not a generic in-market segment.
Caps frequency across every channel.
When a household already saw your ad on CTV, display doesn't pile on. Frequency is coordinated across all three channels, so reach grows and overexposure doesn't.
Reports alongside CTV and audio.
Lands in the same GammaBurst dashboard as CTV and audio, with fractional conversions across publishers, so you see exactly what display contributed.
See exactly what display contributed.
Delivery, placements, frequency and conversions, in the same report as your streaming TV and audio. Credit goes to every placement that helped, not just the last click, so you can tell whether display extended your reach or simply repeated it.
Delivered between 9am and 4pm
The hours a television is off and headphones are out
Peak hour share
Active hours
Peak hour
After 6pm
Share of impressions by hour
Hover any hour. Two thirds of display delivery lands in the working day, which is the window streaming TV and audio cannot reach.
Impressions delivered
Across six placement types in one campaign
Placement types
Best impr/conv
Worst impr/conv
The spread
Impressions by placement
Hover any placement to see how many impressions it needed to produce one conversion. Desktop web took a fifth of the delivery and produced almost a third of the conversions.
Saw the ad 1 to 3 times
Most of the reach is genuinely new, not the same household again
Saw it 4 to 6
Average frequency
Saw it 15+
Saw it 31+
Households by how many times they saw the ad
Hover any band. Only one household in eight saw the ad more than fifteen times, because the cap is shared with CTV and audio rather than set for display alone.
Weighted conversions
Split across every placement that contributed, not just the last one clicked
Placement types
Top share
Blended impr/conv
Impressions
Weighted conversions by placement
Hover any placement. Every one that touched a conversion gets a share of it, so credit follows contribution.
What better display buying changes.
Placements change. Audiences change. Your campaign should too.
A display buy that worked last month drifts. Sites go quiet, an app changes its layout, and software doesn't notice a placement has stopped earning its impressions. A person does.
A platform & a team
Most platforms hand you a login and call that a service. You get GammaBurst for the reporting and a team trading your display buy on it every day, so nobody is asking you to become your own trader.
Placements come out of the mix
A site that delivered in March can turn into cheap filler by June. Delivery is checked daily and the placements that stop producing get cut before they cost you a week.
One cap covers all three channels
The cap is set for the household, not for display, so when streaming TV has already reached someone the display budget moves to a household it has not.
The read comes back in plain language
What changed, what it cost, and what we did about it, in numbers you can hand straight to finance.
Questions about programmatic display advertising.
What is programmatic display advertising?
Programmatic display advertising buys banner, native and video placements on websites and apps through a real-time auction rather than a direct insertion order. You buy the audience rather than the page, which is what lets display share a frequency cap with your streaming TV and audio.
Why still run programmatic display advertising?
Because it reaches your audience during the laptop and phone hours when CTV and audio cannot. It keeps your brand present across the day and extends the reach of a streaming campaign instead of repeating it. Today the vast majority of US display is bought programmatically (eMarketer).
What display formats do you run?
Banner, native and video, across web, mobile and in-app, following the standard IAB ad units, with frequency coordinated across all three channels so reach grows instead of stacking.
How do you stop display from over-serving a household?
You set one cap that covers all three channels, and GammaRay, our own bidder, checks a household's exposure before it bids. When a household already saw your ad on the television, display does not pile on, because the impression that would have gone over is never bought.
How are display audiences targeted?
You start from the same audience as your streaming TV and audio, built from your own customer data and site behaviour rather than a generic in-market segment. The data segments come from established partners including Experian, TransUnion, LiveRamp and Nielsen.
How is display performance measured?
By what actually delivered: impressions by placement and environment, households reached, average frequency, and time of day. Conversions are credited across every display placement that reached the converting household, so you see what each one contributed instead of only the last click.
Does display work on its own, without CTV or audio?
It can run on its own, but it is not where we would start. Display is at its strongest extending a campaign that already has streaming TV or audio behind it, because the value is covering the hours those channels cannot and holding one cap across all of them.
What does a programmatic display campaign cost?
It depends on how large an area you need to cover and how often you need to reach each household, so the honest answer comes from modelling it rather than quoting a number. On a strategy call we'll show you the reach your budget actually buys before you commit anything.
The laptop is only part of the picture.
Display covers the daytime, so pair it with the channels that own the rest of the day.
There are two ways to take the next step.
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We review your current campaign data, identify the gaps, and walk you through what we found on a call. You leave with answers you can use.
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