Display Ads
Definition
Display ads are digital advertisements that appear across websites, apps, and social media platforms. They will appear in the form of banners, images, videos, or interactive elements. Unlike search ads, which target users actively looking for specific information, display ads focus on capturing attention and building brand awareness among a broader audience.
Why It Matters
Display advertising is important because it focuses on reaching potential customers at the top of the funnel. With display ads, brands can communicate visually, increase awareness, and remain visible even when users aren’t actively searching for products or services. When combined with smart targeting, these ads are even more likely to reach the right audiences at scale. This can improve both brand recognition and conversion potential.
Example
Think about a luxury travel company that launches a summer getaway campaign and uses display ads. The company would pair the ad copy with eye-catching images that would appear across travel and lifestyle websites. Users may not immediately click on the ad, but the repeated exposure would increase brand awareness. Later, remarketing ads would be used to target visitors who explored the travel company’s website but didn’t book, nudging them towards completing their trip reservation.
Additional Insights
One important thing to be aware of with display ads is that they work best when paired with targeted strategies. These strategies include contextual, behavioural, and programmatic advertising. You can keep track of the effectiveness of your display ad through metrics such as impressions, click-through rate (CTR), and conversion rate. In general, high-quality visuals, clear messaging, and strategic placement are key to display ads. Furthermore, ongoing A/B testing ensures that campaigns remain impactful.
Bottom Line
nurturing potential customers. When strategically targeted and well-designed, they move audiences through the buyer journey, support retargeting efforts, and drive measurable business outcomes.
