What Is Display Advertising?

Display advertising is a type of online advertising that involves visual marketing messages displayed on websites, apps, or social media through banners or other ad formats made of text, images, flash, video, and audio. The main purpose of display advertising is to deliver general advertisements and brand messages to site visitors. Unlike text-based ads, display advertising relies on elements such as images, audio, and video to communicate an advertising message.

Core Elements of Display Advertising

1. Visual Components

Display ads are highly visual and often include logos, pictures, or videos to catch the eye of the viewer. This visual appeal can quickly draw attention and make a memorable impression, helping to increase brand awareness or promote specific products.

2. Targeting Techniques

These ads can be targeted to specific audiences based on demographics, website visits, geographic areas, and more. Advertisers can use real-time data to serve ads to the right users at the right time on the right platforms, increasing the effectiveness of campaigns.

3. Ad Networks

Display ads are placed across a network of websites through platforms like Google Display Network or Facebook’s display advertising tools. These networks allow advertisers to reach a vast audience across multiple websites with a single campaign setup.

Advantages of Display Advertising

  1. Brand Awareness: Due to their visual nature, display ads are effective at driving brand awareness and recognition.
  2. Reach: Advertisers can reach a significant number of people within their target audience quickly, as these ads are served across numerous sites.
  3. Retargeting: Display ads are effective for retargeting users who have visited a website but didn’t make a purchase. Retargeting helps keep the brand top-of-mind and encourages users to return to complete a transaction.
  4. Measurable Results: With digital tracking tools, marketers can analyze the performance of their display ads in terms of clicks, impressions, and conversions.


Display advertising plays a crucial role in digital marketing strategies by enhancing visibility and supporting various marketing goals including lead generation, brand awareness, and product promotion. With advancements in ad technology and targeting, display ads remain a dynamic tool for marketers wanting to create effective, compelling campaigns that reach their audience across the digital landscape.