What Are Display Ads?

Display ads are a form of online advertising that incorporates text, images, and a URL that links to a website where a customer can learn more about or purchase products. These ads are placed on relevant third-party websites in the form of banners, rectangles, skyscrapers, or other graphical formats designed to attract the attention of the website’s visitors. Display advertising is a popular tool used by marketers to increase brand awareness and drive sales.

Key Features of Display Ads

1. Visual Appeal

Display ads use compelling images, animation, or video to draw attention. The visual elements are crucial as they significantly impact the effectiveness of the ad in capturing interest.

2. Targeting

Advanced targeting options allow marketers to show ads to specific demographics, based on factors like age, interests, location, or browsing behavior. This targeting helps in placing the ads in front of the right audience to maximize response rates.

3. Measurability

Like most digital marketing methods, display ads provide detailed metrics that can be used to measure their effectiveness, including impressions, clicks, and conversions. These metrics help advertisers understand how well their ads are performing.

4. Scalability

Display advertising can be scaled easily, allowing businesses of all sizes to reach a wider audience more quickly than is possible with traditional advertising methods.

Advantages of Display Advertising

  1. Brand Awareness: They are particularly effective for building brand recognition as they are visually appealing and can be placed on numerous network sites across the internet.
  2. Retargeting: Display ads can be used for retargeting purposes, where ads are served to users who have visited your website but did not make a purchase. Retargeting has proven to be extremely effective in increasing conversion rates.
  3. Flexibility: They come in various sizes and formats and can include interactive elements to engage users.


Display ads are a cornerstone of digital marketing, offering a powerful way for businesses to reach and engage their target audiences with visually striking and compelling messages. With the advantages of advanced targeting, measurability, and scalability, display advertising continues to be an essential strategy in the digital marketer’s toolkit, helping to drive traffic, convert leads, and build brand awareness efficiently.