Display advertising — definition, types, and benefits

An example of display advertising.

There are many different variables involved in the decision of whether your business should use display advertising as a marketing strategy. You might wonder if display advertising is worth the investment or not know what it entails.

In this article, you’ll get a definition of display advertising and a quick overview of what it looks like, including its benefits, challenges, and cost so you can know whether to pursue it. We’ll cover the following topics:

What is display advertising?

Display advertising, sometimes known as display marketing, involves the promotion of products, services, or brands through visually appealing advertisements that are displayed on digital platforms. These ads are usually a combination of text and images, capturing the attention of users and encouraging them to take action.

Through eye-catching visuals, compelling messages, and strategic ad placements, display advertising aims to engage users and generate interest in advertisements.

Display advertising can sometimes be confused with search advertising. Display advertising involves outbound marketing by proactively showing ads to users, while search advertising is an inbound marketing approach that involves displaying ads in response to user-initiated searches.

Common examples of display ads include banner ads and pop-up ads. These formats allow advertisers to visually engage with users and deliver their messages effectively.

Types of display advertising

When considering display advertising, it’s important to look at the various types of targeting and ad formats to effectively reach and engage the desired audience.

Targeting types include:

Benefits of display advertising

There are several advantages to using display advertising. Among other benefits, using display advertising helps businesses:

Challenges of display advertising

Despite its benefits, display advertising can produce some obstacles that hinder its effectiveness. These challenges include ad blockers limiting ad visibility, banner blindness leading to low click-through rates (around 0.1%), and random clicks — especially on mobile devices.

Advertisers must be cautious about potential pitfalls within their control, such as ineffective creative approaches that fail to captivate audiences and poor targeting that results in inefficient ad placements. Addressing these challenges through strategic measures can enhance the impact and performance of display advertising campaigns.

Display advertising billing

When a business starts using display advertising, they need to understand the various billing agreements that determine how advertisers are charged for their ad campaigns. Here’s an overview of the most common billing agreements:

Getting started with display advertising

Display advertising can be a valuable tool for businesses to enhance their marketing efforts and achieve their goals. By using visually appealing ads across various digital platforms, businesses can increase brand awareness, target specific customer segments, and measure campaign performance.

Adobe Journey Optimizer manages scheduled omnichannel campaigns and one-to-one moments for millions of customers. It helps brands intelligently determine the next best interaction with scale, speed, and flexibility across the entire customer journey — allowing companies to create and deliver both scheduled marketing campaigns and tailored individual communications all within the same application.

Get a free demo of Journey Optimizer and get started today.