What is display advertising and how it works

Display advertising is a form of online advertising based on visual ads (banners, images, videos) shown on websites, apps, and digital platforms. Its goal may be to generate clicks, attract attention or increase brand visibility.

These ads are distributed through ad networks such as Google Display Network, which connect advertisers and publishers. Users see ads based on targeting criteria defined at the campaign setup.

Display Advertising vs Search Advertising: differences and goals

Unlike advertising on the search engines (search advertising), which is triggered by user demand, display advertising shows ads during normal browsing. It is therefore ideal for working on brand awareness, while search aims more at direct conversion.

The two modes are complementary: display helps to build recognition and visibility, search captures users with existing interest.

The most common formats

Standard formats for display ads include:

• Horizontal banners (leaderboard: 728×90)
• Vertical banner (skyscaper 160×600)
• Medium rectangle (300×250)
• Interstitial (full-screen)
• Native ads (ads embedded in content)

Each format has specific characteristics and should be chosen according to thecommunication goal.

The role of display advertising in brand awareness

Display advertising is particularly effective in increasing brand recognition. Even without clicks, repeated visual exposure to ads helps a brand become familiar, recognizable, and trustworthy over time.

It plays a crucial role in the top of the marketing funnel, preparing audiences for future engagement or conversion.

How to measure the effectiveness of a display campaign

Effectiveness is measured by KPI as:

• Impression: number of views
• CTR: click-through rate, ratio of clicks to impressions
• Viewability: percentage of ads actually seen
• Reach and frequency: coverage and repetition of the announcement
• Post-view conversion: conversions after an ad was viewed

Each metric should be read according to the goal of the campaign, which can be awareness, traffic or conversion.

The risks of display advertising: watch out for banner blindness

Banner blindness is the tendency of users to automatically ignore visual ads. It can reduce campaign effectiveness, especially if ads are poorly designed or not relevant to the context.

To combat this, consider:

• Using creative and interactive formats
• Carefully select the placement
• Work on relevant messages and consistent graphics
• Evaluate alternative solutions such as native ads

A well-designed creative and a precisely targeted audience can make all the difference.