Display Ads
Display Ads are a format of internet advertising where ads are shown to users in the form of banners, images, animation, or video on websites, in apps, and across ad networks. Simply put, it’s visual advertising that the user sees while browsing web pages.
What Do Display Ads Look Like?
Formats can vary:
- Static banners
- Animated banners
- HTML5 creatives
- Video banners
- Responsive ads
- Rich media (interactive formats)
Ads are placed in dedicated ad slots on partner sites.
Where Are They Shown?
Display advertising operates through:
- Ad networks
- Display platforms
- Mobile apps
- News and topical websites
- Video hosting platforms
Display can be targeted by:
- Audience interests
- Demographics
- Behavior
- Geography
- Platform topic
- Remarketing
Main Objectives
Display ads are most often used for:
- Increasing brand awareness
- Generating demand
- Reaching a wide audience
- Launching new products
- Supporting promotions
- Returning users (remarketing)
It is effective at the top of the funnel — when the goal is to grab attention.
Advantages
- Wide reach
- Visual impact
- Flexible targeting options
- Scalability
- Variety of creative formats
Disadvantages
- Lower conversion rates compared to search advertising
- User “banner blindness”
- Risk of showing ads to an irrelevant audience with poor targeting
Key Performance Metrics
- Impressions
- Reach
- CTR (Click-Through Rate)
- CPM (Cost Per Mille / 1000 impressions)
- CPC (Cost Per Click)
- Conversions
- Post-view conversions (conversions after viewing an ad)
For brand awareness campaigns, reach and memorability are more important; for performance goals, clicks and conversions are key.
When to Use
Display advertising is suitable when you need to:
- Quickly increase reach
- Boost brand awareness
- Support a product launch
- Nurture an audience
- Reinforce other promotional channels
Key Takeaway
Display advertising is a tool for visually capturing attention and generating interest. It is particularly effective when combined with search advertising, content marketing, and remarketing, functioning as part of an integrated marketing strategy.
