Known as a more traditional role in online advertising, clients pay for a specific amount of impressions for their campaigns which a person in a Display Manager job or Executive will schedule and manage. Building schedules that target a specific audience and generating a response with a forecasted response rate are the objective, all within a set budget. This type of person will need to have strong planning skills and have the ability to identify the location of key audiences for test budgets in order to find new people to invest in.
This type of person will generally sit within an advertising agency environment and have a detailed understanding of the websites and media owners that allow media to be bought in the way. This understanding will be key when new clients with new briefs arrive, making the campaigns as effective as possible. As advertising agencies operate in a very competitive marketplace, taking business from one another, the ability to generate results and be at the cutting edge of your specialism is important to work in the largest and most successful agencies, as well as develop your career into a successful one.