Display Ads: What They Are and Why They Matter in Digital Marketing
In today’s digital world, brands have more ways than ever to get in front of potential customers. One of the most popular and visually impactful methods is through display advertising.
But what exactly are display ads, and how can they boost your business? Let’s break it down.
What Are Display Ads?
Display ads are a form of online paid advertising that appear on websites, apps, and social media platforms. Unlike text-based search ads, display ads are visual—they include banners, images, videos, and rich media.
They often appear in various sections of a webpage—sidebars, headers, or in-content placements. Common formats include:
Banner ads
Responsive display ads
Native ads
Video ads
Interactive/rich media ads
Where Do Display Ads Appear?
Display ads are typically shown through networks like:
Google Display Network (GDN): Reaches over 90% of internet users across millions of websites.
Social Media Platforms: Facebook, Instagram, LinkedIn, and others support visual ad formats.
Programmatic Advertising Platforms: Use AI to automate ad buying and targeting across thousands of sites in real-time.
Key Benefits of Display Advertising
1. Brand Awareness
Display ads help you reach users who aren’t actively searching for your product but may be interested. Great for introducing your brand to a wider audience.
2. Advanced Targeting Options
You can target based on:
Demographics
Interests
Browsing behavior
Location
Website retargeting (reaching users who visited your site before)
3. Visual Appeal
Humans process visuals faster than text. Well-designed display ads grab attention and communicate your message quickly.
4. Cost-Effective at Scale
You can set your own budget and pay per click (PPC), impression (CPM), or conversion, making it scalable for small and large businesses alike.
Display Ads vs. Search Ads
| Feature | Display Ads | Search Ads |
|---|---|---|
| Intent | Passive (brand discovery) | Active (product/service search) |
| Format | Visual | Text-based |
| Reach | Broad | Targeted by keywords |
| Best For | Awareness, remarketing | Conversions, direct response |
Tips for Effective Display Ads
Use clear, compelling visuals
Write concise, persuasive copy
Include a strong call-to-action (CTA)
A/B test different ad variations
Leverage retargeting to bring back interested users
Final Thoughts
Display ads are a cornerstone of a well-rounded digital marketing strategy. Whether you’re looking to build brand awareness, retarget past visitors, or drive traffic to a landing page, display advertising offers powerful tools to reach your goals.
Want to get started? Explore platforms like Google Ads, Meta Ads, or try programmatic platforms like The Trade Desk or AdRoll.