Search Envy Icon


Display Ads

Display Ads

Display ads, also known as banner ads, are a prominent form of online advertising that involves the placement of visual advertisements on websites, apps, and other digital platforms. These ads typically consist of images, graphics, and sometimes animations or videos, making them visually engaging and attention-grabbing. Display ads are a fundamental component of digital marketing and play a crucial role in promoting products, services, or brands to a wide audience.

Display ads are distinct from other forms of online advertising, such as search engine ads or social media ads, in that they are usually shown on websites that are not directly related to the ad’s content. Instead, they are placed strategically on websites that attract the target audience, maximizing exposure and potential customer reach. These ads can vary in size, format, and style, offering advertisers the flexibility to create visually appealing campaigns that align with their branding and marketing goals.

TL;DR What is Display Ads?

Display ads, also known as banner ads, are visual advertisements displayed on websites and digital platforms to promote products, services, or brands. They use images, graphics, and sometimes animations or videos to capture the audience’s attention.


Display ads hold significant importance in the realm of digital marketing. They contribute to the success of marketing strategies and campaigns in several ways:

  1. Wide Reach: Display ads have the potential to reach a vast and diverse audience, as they can be placed on a variety of websites across different industries and interests. This extensive reach allows businesses to connect with potential customers they might not reach through other advertising channels.
  2. Brand Visibility: Display ads enhance brand visibility and recognition. When placed strategically on high-traffic websites, they expose the brand to a broad audience, reinforcing its presence in the minds of consumers.
  3. Visual Engagement: The visual nature of display ads makes them highly engaging. They can convey messages and showcase products or services in a visually appealing manner, increasing the chances of capturing the viewer’s interest.
  4. Targeting Capabilities: Modern display advertising platforms offer advanced targeting options, allowing advertisers to reach specific demographics, interests, and behaviors. This precision targeting ensures that ads are shown to individuals who are more likely to convert, maximizing the return on investment (ROI).
  5. Remarketing Opportunities: Display ads enable remarketing, where ads are shown to users who have previously interacted with the brand’s website or products. This reminder can be instrumental in converting potential customers who might have abandoned a purchase or inquiry.

Examples/Use Cases

Here are some real-life examples and use cases of display ads in action:

  • E-commerce Promotion: An online clothing retailer displays banner ads featuring their latest fashion collection on fashion blogs and lifestyle websites to attract potential customers interested in clothing and style.
  • Travel Booking: A travel agency uses display ads to showcase travel packages and deals on popular travel-related websites, enticing visitors to explore vacation options.
  • Local Business Advertising: A local restaurant places display ads on local news websites and food blogs to reach nearby residents and promote special offers or menu updates.
  • Product Remarketing: An online electronics store uses display ads to retarget users who have viewed specific products but didn’t make a purchase. These ads remind users of the products they showed interest in, encouraging them to complete the purchase.
  • Event Promotion: An event organizer advertises upcoming concerts or festivals through display ads on entertainment websites, targeting music enthusiasts.


Display ads fall under the following categories:

  • Advertising
  • Digital Marketing
  • Online Advertising
  • Internet Marketing
  • Visual Advertising



  • Banner Ads
  • Visual Ads
  • Image Ads
  • Online Banners
  • Display Advertising



Key Components/Features

Key components and features of display ads include:

  • Visual Elements: Display ads rely on visual elements such as images, graphics, and sometimes videos to convey the message effectively.
  • Call to Action (CTA): Most display ads include a CTA button or text that encourages users to take a specific action, such as clicking to learn more or making a purchase.
  • Ad Placement: The strategic placement of display ads on websites and digital platforms is crucial for their effectiveness.
  • Targeting Options: Advanced targeting capabilities enable advertisers to reach their desired audience based on demographics, interests, and online behavior.
  • Ad Formats: Display ads come in various formats, including static images, animated GIFs, HTML5, and video.
  • Performance Metrics: Advertisers can track the performance of display ads using metrics such as click-through rate (CTR), impressions, and conversion rate.

Related Terms

  • Pay-Per-Click (PPC) Advertising: A digital advertising model where advertisers pay a fee each time their ad is clicked. Display ads often use this model.
  • Impressions: The number of times an ad is viewed by users.
  • Conversion Rate: The percentage of users who take a desired action after viewing an ad, such as making a purchase or filling out a form.
  • Remarketing: A strategy that involves showing ads to users who have previously interacted with a brand’s website or content.
  • Ad Creative: The visual and text elements that make up an ad, including images, copy, and design.

Tips/Best Practices:

When utilizing display ads in your marketing efforts, consider the following tips and best practices:

  1. Clear and Compelling Visuals: Use high-quality visuals that are relevant to your message and audience. Ensure that the images are clear and visually appealing.
  2. Concise Messaging: Keep your ad copy concise and focused on the most important information. Use compelling language to entice users to take action.
  3. Strategic Placement: Choose websites and platforms that align with your target audience’s interests and demographics. Consider the context in which your ads will appear.
  4. A/B Testing: Experiment with different ad creatives, headlines, and CTAs to determine what resonates best with your audience. A/B testing can help optimize ad performance.
  5. Mobile Optimization: Ensure that your display ads are mobile-friendly, as a significant portion of internet traffic comes from mobile devices.
  6. Regular Monitoring: Continuously monitor the performance of your display ads and make adjustments as needed. Use analytics to track key metrics and ROI.

Further Reading/Resources

Here are some resources to explore for further information on display ads:


Q1: What are the main benefits of using display ads in a marketing campaign?

Display ads offer wide reach, enhanced brand visibility, visual engagement, precise targeting, and remarketing opportunities, making them a versatile tool for marketing campaigns.

Q2: How do I create effective display ads?

To create effective display ads, focus on clear visuals, concise messaging, strategic placement, A/B testing, mobile optimization, and regular monitoring of performance.

Q3: Are display ads only for online businesses?

No, display ads can be used by both online and offline businesses to promote their products or services. They are versatile and adaptable to various industries.

Q4: What is the average click-through rate (CTR) for display ads?

CTR for display ads can vary widely depending on factors like industry, ad quality, and targeting. However, a benchmark CTR is around 0.35% to 0.50%.

Q5: Can display ads be used for branding purposes, or are they primarily for direct response?

Display ads can serve both branding and direct response purposes. They are effective in increasing brand awareness and driving direct actions like purchases or sign-ups. The choice depends on your campaign objectives.

Leave a Reply

Your email address will not be published. Required fields are marked *

Glossary Quicklinks



Table of Contents