Display Advertising
Definition
Visual ads (images, banners, videos) shown on websites, apps, and social media. Good for brand awareness and retargeting.
What is Display Advertising?
Display advertising uses visual ads - images, banners, videos, and rich media - shown across websites, apps, and social platforms. Unlike search ads that respond to queries, display ads reach people while they browse content.
Think of display ads as digital billboards, but with better targeting.
How Display Ads Work
Display networks place your ads on websites that match your targeting:
- Google Display Network: Reaches 90%+ of internet users across 2 million sites
- Facebook/Instagram: Ads in feeds, stories, and audience network
- Programmatic platforms: Automated buying across publishers
Display Ad Formats
Static Images
Standard banners in set sizes (300x250, 728x90, etc.). Simple and widely supported.
Responsive Display Ads
Upload images and text, Google creates combinations. Easier to manage, fits more placements.
Video Ads
Short videos, often 15-30 seconds. Higher engagement but more work to create.
Rich Media
Interactive ads with animations, games, or expandable elements. Eye-catching but expensive.
When to Use Display Ads
Display works well for:
- Brand awareness: Getting your name in front of new audiences
- Retargeting: Following up with website visitors
- Launching products: Visual impact for new offerings
- Staying top of mind: Regular visibility with your audience
Display works less well for:
- Direct response from cold audiences
- Immediate conversions
- Limited budgets needing quick returns
Display vs. Search Ads
| Aspect | Display | Search |
|---|---|---|
| Intent | Passive browsing | Active searching |
| Format | Visual | Text |
| Cost | Lower CPM | Higher CPC |
| Conversion | Lower direct | Higher direct |
| Best for | Awareness | Capture demand |