Display ads may not sound as cool as other marketing efforts, such as video campaigns and organic content. But if you are looking for the right audiences and the best results, display has an unwavering power – all it takes is an expert to design your strategy.

One of the pros of display ads is diversity: there are so many styles and formats you can choose from to match your goals: brand awareness, retaining customers or retargeting old ones. And with people spending more time on mobile devices, apps should be in your priorities.

Another job for your display ads expert is content quality: ensuring that your creatives convey beautiful imagery, appealing messages and compelling call-to-actions.

And of course, if you do display ads, you must expect reach: an expert will take your brand to millions of sites – potentially reaching billions of people – with just a few clicks and tweaks.

But more importantly, having a strong data-driven strategy enables you to pinpoint the best audience in the right sites and platforms. Without this targeting, your ads may be served to people who just don’t care about your product or service.

Finally, display ads are measurable: by tracking clicks, impressions and conversions, you gather information to make your future efforts more effective – meaning more return on investment.