Display Ads

Display ads are a form of online advertising that use visual elements such as images, graphics, animations or videos to promote a product, service or message. These ads appear across websites, apps and platforms within the Google Display Network, programmatic networks and social media feeds. Unlike search ads, which are triggered by keywords, display ads are usually shown based on targeting criteria such as audience interests, demographics, behaviour or contextual relevance.

Display ads come in various formats, including banner ads, sidebar ads, interstitial ads and native placements. They can be static or dynamic and may include interactive features or clickable calls to action. For example, a brand might use display ads to retarget users who visited a product page or to build awareness among a lookalike audience based on past conversions. Platforms like Google Ads, Meta Ads Manager and programmatic tools like The Trade Desk allow advertisers to manage display campaigns and track performance across a wide range of placements.

Effective display advertising requires a balance of creative design, audience targeting and performance tracking. Metrics such as impressions, click-through rate, cost per click, viewability and conversion rate help evaluate success. Display ads are especially useful for building brand recognition, supporting retargeting strategies and maintaining visibility throughout the customer journey. To avoid ad fatigue and banner blindness, marketers often rotate creatives, test headlines and refine placements over time. Whether used for brand awareness, lead generation or re-engagement, display ads are a flexible and scalable component of most digital advertising strategies.