What is Display Advertising?

Display advertising on six computer screens with blue coloring
  • James Notaris

    CPA, ESQ, Legal Editor

  • Steve Longo

    Digital Marketer

    In Brief:

  • Display advertising can be useful in a wide variety of situations. 

  • Text, images, videos, and more can be used by marketers for display ads. 

  • Find out everything you need to know about display advertising here! 

Digital marketing is constantly in motion, with new trends and strategies changing how marketers reach their target audience. One of the most popular forms of digital marketing recently that’s been widely embraced by in-house teams and agencies alike is display advertising. 

But just what is display advertising? How does it work? What are its benefits? We answer all of these questions and more in detail below!

What is Display Advertising?

Display advertising is a form of paid online advertising that includes text, images, audio, video, and motion ads displayed on websites, social media channels, and apps. This type of advertising can appear in many types of sizes, including banner ads. 

Several types of display ads exist, including static, interactive, animated, video, and expanding ads. Digital marketers use a number of networks for their display advertising campaigns, a few of which include the Google Display Network, Twitter Audience Platform, and Facebook Audience Network. 

How Does Display Advertising Work?

Within display advertising networks, there are three basic categories of display advertising that marketers can leverage. 

In site placement advertising, the digital marketer chooses which website to run their ads on. In contextual advertising, marketers place ads on relevant sites, while with remarketing, digital marketers place ads in front of users who have visited a specific website or landing page but left without completing a conversion goal. 

This model makes display advertising very flexible and versatile.

A video display advertising graphic against a grey background

What are the Benefits of Display Advertising?

Display advertising offers many advantages that digital marketing professionals should seriously consider. They offer a unique mix of flexibility, reach, and specific targeting that make them very versatile and useful in a huge array of situations depending on your goals and KPIs. 

Display ads give brands the opportunity to reach their target audience with a number of different mediums, including text, image, and video. This makes it useful for a wide array of different situations and lets businesses be creative with how they reach users. In addition, with the scale of major display advertising networks like Google Display Network, advertisers can reach millions of people all around the world in an efficient and cost-effective manner. 

Plus, display advertising is an excellent way to increase brand awareness and to cost-effectively generate traffic and conversions from a broader audience. For remarketing campaigns, display ads are a great way to acquire customers and boost brand awareness, as they can remind users who left your website without converting of what they’re missing out on and why your brand should still be on their radar screen. 

They’re also an excellent way to drive ROI and more effectively reach your target audience on a broader scale. 

What are Some Display Advertising Tips? 

  • Make sure your display ads have a clear message and compelling offer. 
  • Use programmatic advertising, which takes into account data such as demographics, interests, and age, to more effectively target users and expand brand brand exposure. 
  • Research your target audience carefully and choose the best display medium for them and your ultimate goals. 
  • Optimize your landing pages by making sure they’re responsive and mobile-friendly, have clean and simple layout with clear CTAs, and have “trust signals” that the user can clearly see, such as your company’s branding, customer testimonials, and any sort of awards or certifications. 

Embrace Display Advertising to Grow Your Brand! 

Display advertising is a proven way to reach your target audience effectively and grow your brand exposure. Try using it to see what it can do for your business today!


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