Display Advertising Course Overview

Introduction to Display Advertising

Display advertising is a crucial component of online marketing. Online banners carry out display advertising. All forms of online media generate an advertisement that caters to the client's interest. The essential purpose of display advertising in digital marketing is to deliver advertisements digitally and attract visitors to a specific site. These websites hold content that tells the customer about the products vividly. These display advertisements help create a successful pathway for a business and its customers.


Display advertising has been in the market for the longest time. When computer prices started going down, the display advertising market made its base and has been able to expose itself over the Internet as a helpful tool. Advertising networks began making their way into the internet industry. Gradually, the advertising agencies started earning a handsome figure by being mediators. In the late 2000s, the widespread adoption of RTB (real-time bidding) enhanced the way display advertising worked and has been the trend ever since

About Display Advertising

Display Advertising, also called Banner Advertising, is a form of digital advertising that aims to convey the availability of a message through platforms such as images, logos, animations, videos, and the like. Display Advertising in digital marketing works in a pattern that targets a specific user's characteristics and shows them an ad similar to their liking. It increases the ad's likeability and the chances of an effective ad.

How does Display Advertising work?

Over the years, Display Advertising has helped bring many businesses to fruition by mediating between the client and the customer. Display advertising in digital marketing uses a step-by-step process, thereby devising a successful ad.

The following platforms carry out display advertising -

  • Images

  • Logos

  • Videos

  • Animations

Display advertising is paid advertising that includes banners, images, buttons, and videos. Visual-based advertising assists apps, websites, and social media content. For display marketing to work, one has to utilize a display network. The display network is provided with the demographics of the targeted ad. The display network then shows the ad to the specified users who match the description. Once the customer comes across the ad, they decide whether or not to become a paying client.

Advantages of Display Advertising

Advantages of Display AdvertisingAll marketing activities are subject to their benefits and drawbacks. As with display advertising, this is also the same norm. These are some of the noticeable advantages when it comes to displaying advertising.

  • A diverse range of advertisements

  • Creating brand awareness

  • Targeting the demographic

  • Quantifiable advertisements

A diverse range of advertisements - Display advertisements come in all shapes and sizes. Several formats and advertising styles provide various options making a diversified list. Businesses can select their type of display advertising and go ahead with it.

Creating brand awareness - Businesses can choose to stay on the radar by building brand awareness. The basic idea of display advertising is to sell a product. However, an initial display of the product also helps generate interest in the client. Display advertisements generally have a higher reach value than traditional competitors.

Targeting the demographic - By placing an ad on the right site with the correct information and geo-targeting and showing advertisements that cater to a particular interest, one can generate more clients to their website. It also assists with choosing topics and remarketing.

Disadvantages of Display Advertising

Display Advertising has proven to be extremely useful in generating client interest. At the same time, it also falls prey to many causes. These decrease the quality of the advertisement and affect overall ad networking. We will be discussing the disadvantages of display advertising here.

  • An aversion to ads

  • Lower Click-Through Rate (CTR)

  • Ad Blockers

  • Reputation

An aversion to ads - When a potential client comes across an advertisement for a numerous times, they tend to lose interest in reading about the offer or product. Many ads also contribute to the downfall of an advertising campaign. To tackle this obstacle, you need the correct measures.

Lower click-through rate (CTR) - Display ads generate lesser CTR than search ads. As a result, this causes the algorithm to show fewer ads. Display ads are laid out with the primary intention to generate a buying interest in the client.

Ad Blockers - Ad Blockers are a significant obstacle in the path of display advertisement. Many customers have started to use them to avoid flashing ads. Ad Blocking software and browsers such as Brave block display ads. 

Reputation - Since businesses have very little control of the platform in terms of display, it may become redundant. It makes it less likely for the visitor to have any interest. There may even be unrelated ads for the visitors. Thus, websites must form a good reputation with the right type and number of ads.

Now that we have looked at the advantages and disadvantages of display advertising, let us look at how display advertising differs from search engine marketing (SEM).

What is Search Engine Marketing?

SEM or Search Engine Marketing, synonymous with SEO, short for Search Engine Optimisation, is a form of Internet marketing that promotes websites. It increases their visibility in Search Engine Results Pages (SERFs). SEM integrates SEO, whose primary goal is to rewrite website content. It also meddles with the architecture of the site.

How is Display Advertising different from Search Engine Marketing?

Search Engine Marketing and Display Advertising are two essential key strategies in any marketing campaign. Search Engine mArketing puts a business's page at the top of SERFs. Some popular Display networks include Google, Facebook, and Bing. 

Let us discuss how Display Advertising and Search Engine Marketing are two different strategies without much complexity. While Display Advertising focuses on website design to make a product available to selected customers, Search Engine Marketing makes sure that the product stays on top of the page through its SERF program.

The following points distinguish search engine marketing from display advertising -

  • Search engine marketing brings the product to the top of a page using serfs and presents it in the search results of google Facebook and bing. Display advertising creates banners and websites for clients who might be interested in the product.
  • Search algorithms drive traffic to a campaign in search engine marketing. Display marketing does not apply algorithm rules to attract traffic to the website. It is the primary job to present the product to the client.
  • Popular platforms such as Facebook and Google take up more budget than Search Engine MArketing techniques. However, cost-effective websites and lower-profile networks are available according to one's convenience.
  • Display advertising is more of an advertising campaign, so the products may appear when the customer looks at something entirely different. It is referred to as impressions in the marketing terminology. Search ENgine marketing, on the other hand, enables keyword recognition which customers usually use.

How to set up successful online ads?

An advertising copy is the backbone of any campaign. It can either establish the business or fail to make it work. While using display advertising, it is essential to device a copy that brings attention to the website and sells its products. Display advertising is a booming business and has yielded many successful results for its customer.