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Also known as: display ads, banner ads, programmatic display

Display Advertising

ConceptualMarketing

Definition

Display Advertising: Display advertising refers to visual advertisements shown on websites, apps, and social media platforms. These include banner ads, video ads, rich media, and native ads placed through ad networks or programmatic platforms. Display ads are primarily used for brand awareness and retargeting, typically with lower direct conversion rates than search ads but broader reach.

Example Usage

“Our display retargeting campaign shows ads to website visitors who didn't convert, recovering 15% of abandoned sessions.”

Common Misconceptions

Display ads don't work anymore. They're less effective for direct response but still valuable for awareness and retargeting.
Banner blindness kills all display. Native and video formats perform better than traditional banners.
Display is only for big brands. Programmatic platforms make display accessible to startups with small budgets.

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