Display & Video Advertising
Display and video ads don’t just drive traffic—they build familiarity, trust, and affinity at scale.
Reach prospective students and families before they start searching—especially in new regions or underperforming programs.
Share your history, programs, and research with target audiences before they ever reach your site—or after they leave it—with display and video ads that echo your web, email, and social campaigns.
Use behavioral targeting, geofencing, and contextual placements to find new audiences and bring them into your ecosystem.
Bring back visitors who didn’t convert with personalized ads that nudge them toward inquiry, application, or donation.
Discover your potential in days, not months.
Need to move fast? Consider potent consulting. We can help research a critical issue, uncover quick wins, and provide a fresh perspective to help you get unstuck fast.
These short engagements range from a day to a couple of weeks and are led by our founder. You can expect a burst of ideas and insights, tailored to your needs.
Display & Video Advertising for Colleges
Serve ads across thousands of websites and apps using behavioral, interest, and contextual targeting strategies.
Deliver high-impact brand messages, program overviews, or testimonial videos to targeted audiences on YouTube, the Internet’s most watched channel.
Target users based on where they are or where they’ve been—like competitor campuses, college fairs, or feeder high schools.
Re-engage users who visited your site or landing pages but didn’t complete a desired action.
Reach new prospects by building audiences similar to those who’ve already applied, visited, or donated.
Design static and animated display ads, as well as short-form video, that align with your brand and convert attention into action.
Monitor frequency, performance, and spend across placements to ensure maximum reach without waste.
Ensure message consistency across display, video, paid search, and social campaigns for stronger brand recall.
Run A/B and multivariate tests on headlines, visuals, calls-to-action, and formats to improve engagement and identify top-performing assets.
Monitor ad exposure across platforms to ensure audiences see your message enough to remember it—but not so often that it becomes noise.
Customize video and display strategy for each platform’s strengths—like TrueView skippables on YouTube, OTT placements on streaming apps, or display banners within student-focused networks.
Schedule and automate ad campaigns around specific dates—like early decision deadlines, open houses, or orientation reminders—to drive urgency and timely action.
Align ad audiences with CRM stages—suppressing those who already converted and serving tailored creative to inquiries, applicants, or donor segments.
Develop, test, and optimize landing pages to increase conversions with clear CTAs, forms, and content hierarchy.
Provide full visibility into ad placements, cost breakdowns, and performance across platforms—so you know exactly where your dollars are going and what’s driving results.
Why Choose Potent?
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Experience.
We’ve been helping higher ed clients since 2001. In that time, we’ve enabled colleges to leverage the Web, adopt Social Media, and navigate AI.
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Reliability.
We keep our promises. When you ask us to do something, you know it’s getting done.
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Results.
We know how to get the most from your budget, regardless of size.
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Team.
We have an exceptional team of professionals who wake up ready to solve your toughest problems.
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Transparency.
We will always give it to you straight, from strategic recommendations to performance reporting.
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Longevity.
We’re here to stay. We’ve been serving some clients for over two decades.
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Exclusivity.
When you work with us, we’re not working with your competitors.
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Curious.
We approach every new client with a fresh perspective, ready to dive into the details and imagine your greatest possibilities.
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Attention.
We are not a volume agency. We invest our time in a small roster of clients whom we believe are ready to grow.
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Partnership.
Like our parent company, Partners Marketing Group, we’re committed to building trusted relationships.
Case Study
Unlocking the Potential of a Historic Brand Marching to Their Own Drum
Learn how this historic institution reversed enrollment decline through digital strategy, upgraded web experiences, and automation—driving growth, reducing costs, and renewing the brand.
Case Study
Science + SEO: A Powerful Reaction
Emory’s Pharmacology graduate degree program had the research credentials, but not the national visibility. Learn how targeted digital marketing helped them reach elite applicants across the country.
Case Study
Growing a Corporate Training Brand
See how our enrollment marketing program helped a leading Project Management training organization turn flagging sales into an 800% increase in revenue.
Frequently Asked Questions
Budgets range from $3,000 to $30,000/month and up depending on audience size, geography, campaign duration, and objectives. We help you allocate spend effectively across awareness, retargeting, and video placements.
Display and video campaigns are typically used for awareness and engagement. We track impressions, view-through rates, site visits, and assisted conversions. They rarely drive last-click conversions but are essential for multi-touch influence.
Yes. We design display ads, banners, video ads, motion graphics, and static visuals—or work with your in-house team using our specs and messaging.
Display ads appear across a wide range of websites, apps, and Social Media platforms—based on audience behavior and targeting. Video ads primarily run on YouTube, pre-roll inventory, and streaming services that allow programmatic access.
Yes. Geofencing allows us to target users based on very specific physical locations—ideal for regional recruitment, feeder school targeting, or event-based awareness.
Yes—but not always in the ways traditional marketing teams expect. These channels excel at building brand familiarity, reinforcing other campaigns, and driving assisted conversions. They’re especially valuable for long decision cycles like enrollment and advancement.
They’ll ignore the junky ones, for sure…but with the right creative, timing, and targeting, display ads perform at a fraction of the cost of traditional advertising. Repeated exposure increases brand recognition and trust, driving results on other channels like search and social.
Absolutely. We can work with existing footage, create motion graphics, or build compelling short-form ads from photos, testimonials, or static assets. You don’t need a high-production video to make an impact.
No. We use brand safety filters and pre-screened inventory to ensure your ads appear in appropriate, relevant environments. You’ll never end up next to inappropriate or off-brand content.
Display and video are awareness drivers—best used to support top-of-funnel efforts or extend campaign reach. Paid search is intent-based; social blends both. The best-performing strategies often combine all three, with clear roles for each channel.
Let’s Talk
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