Display advertising uses visual ad formats, such as banners and rich media, placed across websites and apps within an ad network. While often associated with lower engagement rates than search or social ads, display advertising remains valuable for building brand awareness and staying visible to potential customers.
Designing Effective Banners
Clear, simple messaging tends to perform better than cluttered designs. A strong display ad usually includes a recognizable logo, a concise value proposition, and a clear call to action. Since display ads are often viewed briefly, the core message needs to be understandable within a few seconds.
Targeting Options
Display campaigns can be targeted contextually, based on the content of the page, or through audience targeting based on demographics and browsing behavior. Placement targeting allows advertisers to choose specific websites or apps, which can be useful for reaching niche audiences.
Ad Sizes and Formats
Standard display ad sizes, such as leaderboard, medium rectangle, and skyscraper formats, are widely supported across ad networks. Using multiple sizes increases the chances an ad will be eligible for available inventory across different websites and devices.
Avoiding Banner Blindness
Because users have become accustomed to ignoring traditional banner ads, refreshing creative regularly and testing different visual styles can help maintain engagement. Incorporating movement through light animation, without becoming distracting, can also help ads catch attention.