So, what is display advertising and why is it so important? This form of advertising is a key part of modern marketing because it uses eye-catching visuals to grab people’s attention fast. By understanding what display advertising is, marketers can use it to connect with the right audience and achieve better results. In this article, we’ll break down what display advertising means, how it works, the main types, its benefits, and the challenges it can bring. We’ll also share best practices and show how a skilled digital marketing agency can blend display advertising into a complete, results-driven strategy.
What is Display Advertising?
Display advertising is a type of online marketing where visual ads—such as images, banners, videos, or rich media—are shown on third-party websites, mobile apps, or social platforms to promote a brand, product, or service. This form of advertising is highly visual, aiming to grab attention quickly and encourage clicks or impressions. Many experts describe it as ads placed within display networks, often combining text, visuals, and interactive features to engage viewers. In simple terms, it answers what is display advertising by highlighting its visual and interactive approach to reaching audiences.
How Display Advertising Works
First, advertisers design eye-catching visual ads and upload them to an ad network or platform.
Next, the platform shows these ads to the right audience based on targeting factors such as demographics, interests, and online behavior. In many cases, programmatic technology like real-time bidding (RTB) decides which ad will appear, when it will appear, and where it will be placed—by running a quick auction for each impression. The winning ad is then displayed to the user on the publisher’s website or app.
Finally, advertisers track performance through detailed analytics, measuring key metrics such as impressions, clicks, and conversions.
Types of Display Advertising
Display advertising offers a range of formats to suit different marketing goals:
- Static banners – Simple image-based ads placed at the top, sides, or bottom of a webpage to quickly grab attention.
- Animated or HTML5 ads – Motion-based or interactive ads that make it easier to share detailed messages in a visually appealing way.
- Video ads – Ads that combine visuals and sound, perfect for storytelling or re-engaging past visitors through retargeting.
- Interactive ads – Creative ads that invite user actions, such as clicking, dragging, or hovering, to increase engagement.
These formats can overlap in many campaigns. For example, a video ad might also use interactive elements or be built in HTML5. Understanding these formats helps answer what is display advertising in practical, real-world terms.
Benefits of Display Advertising
Display advertising comes with several powerful advantages:
1. Strong Visual Impact
Eye-catching formats help build brand awareness quickly by capturing attention and making messages memorable.
2. Precise Audience Targeting
Advertisers can reach specific groups based on demographics, interests, behaviors, or location, ensuring the right people see the ads.
3. Detailed Performance Insights
Rich analytics reveal valuable data, such as reach, click-through rates, and bounce rates, to guide future campaigns.
4. Efficient Programmatic Buying
Real-time bidding technology makes it easy to scale campaigns and optimize performance automatically.
5. Effective Retargeting
Ads can re-engage people who have already interacted with your website or content, increasing the chances of conversion.
These benefits show why understanding what is display advertising is essential for any brand looking to make a lasting impression online.
Common Challenges
However, what is display advertising without understanding its challenges? While it offers many benefits, it also faces some hurdles:
- Ad blindness – Many users ignore banner-style ads, especially if the design is generic or repetitive.
- Privacy concerns – Highly personalized ads may use sensitive data, which can make users uncomfortable and trigger regulatory oversight.
- Viewability issues – Ads that don’t appear fully on-screen or display long enough often fail to deliver strong results.
- Rising competition – The programmatic advertising space is crowded, and strategic bidding has become essential to stand out.
Best Practices for Display Advertising
To get the best results from what is display advertising, follow these proven steps:
A. Create visually compelling ads – Use strong imagery, clear text, and simple messaging to grab attention instantly.
B. Target with precision – Apply audience data for accurate targeting and retargeting, matching ads to user behavior and interests.
C. Use programmatic tools – Leverage demand-side platforms (DSPs) and automated bidding to scale campaigns and improve efficiency.
D. Prioritize viewability – Place ads where they load quickly, appear fully on-screen, and stay visible long enough to make an impact.
E. Test and adapt – Experiment with static, animated, interactive, and video formats, then adjust placements based on real performance data.
Integrating Display Advertising into Broader Campaigns
Display advertising works best when integrated into broader digital strategies:
- It pairs well with search—visual ads raise awareness while search captures intent.
- It enhances social or email marketing, reinforcing messaging across channels.
- It supports event or geofencing campaigns by reaching local audiences proactively.
- It synchronizes with mobile and OTT/CTV campaigns, expanding reach across screens.
Conclusion
Understanding what display advertising gives businesses the power to design campaigns that are both creative and results-driven. This approach combines visual storytelling, precise audience targeting, and measurable outcomes to deliver real impact. While challenges such as ad fatigue and viewability remain, thoughtful design and smart strategy can unlock its full potential.
If you’re ready to take your brand to the next level with display advertising as part of a complete marketing mix—including geofencing, video, OTT/CTV, SEM, and more—partner with the experts at MobileRad. Visit MobileRad to see how their team transforms visual advertising into measurable business growth.