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Display Ads

Description

Display ads are visual adverts—such as banners, images, and rich media—shown across websites, apps, and platforms that are part of an advertising network. Unlike search ads, which appear when users actively search for something, display ads often reach people while they browse other content. Display campaigns can support goals such as brand awareness, remarketing, and reaching specific audience segments. Performance depends on targeting, creative quality, placement selection, and frequency. Because display can generate many impressions, tracking and creative testing are important to ensure visibility translates into meaningful outcomes.

Why it Matters?

  • Helps build awareness by reaching audiences across many sites and apps.
  • Supports remarketing to re-engage previous visitors.
  • Allows targeting by interests, topics, and behaviours.
  • Can scale impressions efficiently compared to some channels.

Key Factors

  • Creative formats: Image sizes, responsive display ads, and rich media options.
  • Targeting: Audiences, topics, placements, and contextual signals.
  • Placements: Where ads appear affects performance and brand perception.
  • Frequency: Controls how often the same user sees ads.
  • Measurement: Track view-through, clicks, and conversions where appropriate.

Best Practices

  • Create clear, high-contrast creatives with simple messaging.
  • Use remarketing audiences where relevant.
  • Exclude poor-quality placements and apps if needed.
  • Manage frequency to avoid ad fatigue.
  • Test multiple creatives and refine based on results.

FAQs

What are display ads?

Display ads are visual adverts shown on websites and apps, often through an advertising network.

How are display ads different from search ads?

Search ads appear on search results for active queries, while display ads reach people as they browse content.

When should you use display ads?

They’re commonly used for awareness, remarketing, and reaching targeted audiences beyond search.

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