What is display advertising?
Display advertising is the use of visual ads, such as banners and images, shown on websites, apps, and other digital properties. It's typically used to build awareness and to reach people again after they have visited your site.
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How display advertising works
Advertisers choose an audience, a budget, and creative, and the platform shows the ads across a network of publishers. Ads can be images, animations, or responsive formats that adapt to the available space.
The Google Display Network is one example, and programmatic platforms offer access to many other sites and apps.
What display is good for
Display reaches people who aren't actively searching, so it suits awareness and remarketing. Because it appears next to other content, people tend to click less often than on search ads.
That makes the choice of metric important. Judge display by reach, viewable impressions, and assisted conversions as well as clicks.
Quality and placement
Where your ads run affects results. Review your placements and exclude sites or apps that don't fit your brand or bring poor traffic.
Common questions
What is the difference between display and search ads?
Search ads respond to what people type. Display ads appear while people browse, so they work on interest or past behavior instead of an active query.
Does display advertising work?
It can, especially for awareness and remarketing. Results depend on targeting, creative, and placements, and its effect often shows up in assisted conversions more than direct clicks.
What are the common display ad sizes?
Platforms support a range of banner sizes, and responsive formats adapt to the space. Check your platform's current specifications for the sizes it accepts.
How is display advertising priced?
Most commonly by cost per thousand impressions or cost per click, depending on the platform and campaign goal.
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