Lesson 15 of 30 · 9 min
Display, native and digital out-of-home
Cheap reach, retargeting, and the physical world.
Display is cheap for a reason
At roughly $3 US CPM, display is the least expensive inventory in the plan — and the least attentive, prone to banner blindness and meaningful viewability risk. It earns its place as extension and retargeting, not as the core of an awareness plan.
Retargeting is display's best job
Against people who already visited, display is efficient on attributed metrics and genuinely useful — though Module 5 shows why that reported efficiency should be pressure-tested for incrementality. Cap frequency, exclude recent converters, and set a sensible window: the person who browsed once three months ago is not the same prospect as yesterday's abandoned cart.
Native trades attention for scale
Native units sit in content and are read rather than ignored, at around $5 US CPM. They suit explanation — a product that needs a sentence of context before it makes sense — where a banner has no room to do the work.
Digital out-of-home buys presence
pDOOH at roughly $7 US CPM puts a brand in physical space: transit, retail, roadside. It cannot be clicked and should never be judged on clicks. Its jobs are broad local reach, credibility, and timing against a place or moment.
Takeaway
These channels extend and reinforce a plan cheaply — give them retargeting, explanation, or presence, not the lead role.
Check yourself
No score, no signup — pick an answer to see why it's right.
Question 1
What is programmatic display best suited to?
Question 2
How should a pDOOH campaign be evaluated?