Display and programmatic
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Programmatic display automates the buying of advertising space: a banner can appear to thousands of visitors on news sites, apps and video platforms, at the right moment, at a price set by auction. ## A reach channel Display is made to be seen, not necessarily to be clicked. Its role is to make a message known, repeat it and prepare a conversion on another channel. It is an indirect indicator, which explains why it is often poorly measured. ## Inventory quality is decisive In Morocco as elsewhere, the cost per impression may seem low because the spaces are sometimes barely visible or barely relevant. Excluding low-quality sites and controlling frequency protects the budget. ## Start simple The Google Ads Display network lets you start without a DSP. You move to a more specialised platform once the campaign is large enough to justify fine targeting and local data.When this guide is for you
- You want to reach a large audience with a low cost per impression
- You have a brand awareness campaign (launch, event, seasonal promotion)
- You already have a first qualified audience to re-engage
- You want to cover several sites and apps without negotiating each placement
- You know how to measure the effect on visits, brand searches and sales
Step by step
- Define reach and measurement — Decide in advance what the campaign must produce: message repetition, website visits, brand searches or repeat purchases. Display does not produce high clicks; you must accept that measurement relies on indirect indicators.
- Choose the buying platform — Go through an ad-buying platform (Google Display, DV360, local ad sales houses) rather than buying banners individually. Check the inventory available in Morocco, particularly news sites and apps.
- Prepare the formats — Create several sizes and responsive formats with a single message and a legible brand name. Avoid cluttered visuals and aggressive animations.
- Limit waste — Use exclusion lists, frequency capping (2 to 4 exposures per person) and proximity targeting to avoid paying for audiences that are already saturated.
- Monitor inventory quality — Exclude low-quality sites, monitor viewability and unseen impressions, and favour inventories from recognised brands in Morocco.
What it costs (in MAD)
| Service | Indicative price | Good to know |
|---|---|---|
| Monthly media budget | 5,000 – 20,000 MAD per month (≈ 450 – 1,800 €) | Often billed on CPM; low cost per impression, higher cost per visit |
| Banner creation (format sets) | 3,000 – 12,000 MAD (≈ 270 – 1,100 €) | Several responsive sizes and animated versions |
| Campaign management | 3,000 – 10,000 MAD per month (≈ 270 – 900 €) | Targeting, exclusions, frequency and reporting |
| Access to a DSP platform | 3,000 – 10,000 MAD per month (≈ 270 – 900 €) | Fixed fees or a percentage of the media budget |
| Conversion tracking and attribution | 2,000 – 6,000 MAD (≈ 180 – 550 €) | Multi-touch measurement, visits and assisted conversions |
| Awareness campaign with survey | 8,000 – 25,000 MAD per month (≈ 730 – 2,300 €) | Brand recall survey before and after |
Indicative ranges for the Moroccan market in 2026, excluding tax. Prices vary with scope and provider.
Mistakes to avoid
- Expecting display to deliver the same cost per contact as a search campaign
- Buying CPM banners on low-quality sites, with many unseen impressions
- Neglecting frequency capping, which fatigues the audience and wastes budget
- Launching without audience exclusions: too many exposures to existing customers
- Measuring only clicks and concluding the campaign was pointless
Frequently asked questions
Is display useful for a small business?
It becomes useful when the brand has an identifiable local audience and a budget large enough for repetition. Below 5,000 MAD per month, display reaches too few people and produces no measurable effect.
What is the difference between display and programmatic?
Display is the format (banners, video); programmatic is the way of buying it, automatically, through real-time bidding. You can buy display programmatically.
How should results be measured?
Display generates few direct clicks. Track attributed visits, assisted conversions, brand searches and, for an awareness campaign, a recall survey.
Which inventories dominate in Morocco?
News sites, video platforms and mobile apps. Check the quality of the available inventories to avoid low-quality sites.
Do you always need a DSP for programmatic?
Not necessarily: the Google Ads Display network is enough to start. A DSP becomes useful for finer targeting, local third-party data and specific inventories.
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