DISPLAY
ADVERTISING
Stay Visible. Stay Relevant. Stay Top-of-Mind.
Put eye-catching digital ads in front of the audiences that matter while they're browsing websites, reading content, using apps and spending time online.
What is Display Advertising?
Display advertising is a form of digital advertising that uses visual ads, commonly including images, headlines, branding and calls to action, to reach potential customers as they browse online.
You probably know them as the ads you see alongside an article, at the top of a website, within online content, inside mobile apps, and across other digital environments. But effective display advertising isn't about putting banner ads everywhere.
Reach the
Right People
Not Just
More
People
The value of digital display advertising isn't simply how many impressions you can buy. It's who those impressions reach. Depending on the campaign, display audiences can be developed using various targeting methods.
Geographic
Behavioral
Interest
Intent
Contextual
Retargeting
Build Brand Awareness
Drive Website Traffic
Retarget Interested Visitors
Promote Products + Offers
Enter New Markets
Stay Top-of-Mind
What Can Display Advertising Do for Your Business?
One of the biggest mistakes in display advertising is trying to fit an entire sales pitch into a small digital ad.
More copy doesn't necessarily make an ad more persuasive. Sometimes it just makes it harder to understand. A strong display ad typically needs a clear message, recognizable branding, compelling visual and obvious next step.
The ad earns the attention. Your website finishes the conversation.
Your Ad Doesn't Need to Say Everything
Display advertising often plays an awareness and consideration role. Someone doesn't have to click an ad immediately for that exposure to influence what happens later.
That's why we look at display as part of the larger customer journey rather than judging every impression solely by whether someone clicked.
The right measurement strategy depends on the business, campaign objective and tracking available.
Clicks Aren't the Only Measure of a Display Campaign
Display Advertising FAQs
What is display advertising?
Display advertising is a form of digital advertising that uses visual ads to reach audiences while they browse websites, apps and other online environments. Display ads may include images, headlines, logos, calls to action and other creative elements.
What do display ads look like?
Display ads can appear in a variety of shapes, sizes and layouts depending on the website, app, device and advertising platform. They commonly include a visual, business name or logo, short message and call to action.
Responsive display formats can also adapt combinations of images, headlines, logos and descriptions to fit available advertising spaces.
Where do display ads appear?
Display ads can appear across participating websites, mobile apps and digital content environments. The exact placements depend on the advertising platform, campaign targeting, available inventory and strategy.
What is retargeting?
Retargeting is an advertising strategy designed to reconnect with people who have previously interacted with your business, such as visiting your website.
Is display advertising the same as programmatic advertising?
No. Display refers primarily to the visual advertising format, while programmatic refers to technology and processes that can be used to buy and deliver digital advertising inventory.
Display advertising is one of the formats that can be purchased programmatically.
How often should someone see my display ad?
There isn't one ideal frequency for every campaign. The appropriate level depends on the audience, campaign duration, creative, goal and buying cycle.
Frequency should be monitored so the campaign builds familiarity without unnecessarily wasting impressions on the same audience.
Is display advertising the same as Google Display Ads?
No. Google offers display advertising inventory, but display advertising is a broader category that can also be purchased through other advertising platforms and programmatic media partners.
Google's Display Network includes advertising inventory across websites, apps and Google-owned properties.
What is the difference between display ads and search ads?
Search ads typically appear in response to someone actively searching for information, products or services.
Display advertising reaches audiences while they're browsing online, allowing businesses to build awareness and reconnect with potential customers even when they aren't actively searching.
Can display ads target specific locations?
Yes. Display campaigns can be developed around geographic markets and other targeting criteria depending on the advertising technology and campaign.
Can display advertising generate leads?
Yes. Display campaigns can be built around objectives such as awareness, website traffic, leads and other conversions. Whether display is the best lead-generation tactic depends on the business, audience, offer and stage of the customer journey.
How much does display advertising cost?
Display advertising does not have one universal price.
Campaign cost depends on factors such as audience, geographic market, inventory, competition, campaign duration, advertising platform and overall goals.
Performance Digital develops recommendations around the opportunity and available budget rather than using the same package for every business.
Do I need to provide my own display ads?
No. Performance Digital's creative team can develop the visual assets needed for your campaign based on your brand, message and advertising strategy.
Already have creative? We can evaluate it and determine how it fits into the campaign.
