Digital Marketing Hub
- Dec 19, 2017
- 17 min read

What is Online Display Advertising

Updated: Sep 14

1. Introduction

Online Display Advertising has become an indispensable component of modern digital marketing strategies. In this comprehensive guide, we will delve into the world of Online Display Advertising, explaining its intricacies, benefits, and how it has evolved to play a pivotal role in today's online marketplace.

What is Online Display Advertising?

At its core, Online Display Advertising involves the use of visual and multimedia elements, such as banner ads, video ads, and rich media ads, to convey a brand's message and reach its target audience across websites and digital platforms. These visually appealing advertisements are strategically placed on websites, apps, and social media networks, offering a dynamic way to engage potential customers.

Online Display Advertising is a subcategory of digital advertising, which also includes search engine marketing (SEM), social media advertising, and email marketing. What sets display advertising apart is its emphasis on visual storytelling and brand awareness.

Importance in the Digital Marketing Mix

In the ever-evolving digital landscape, businesses must adapt to new trends and technologies to stay competitive. Online Display Advertising has become a crucial element of the digital marketing mix for several compelling reasons:

Increased Internet Usage: With the proliferation of smartphones and improved internet accessibility, people spend more time online than ever before. This shift in consumer behavior has created a vast digital landscape for advertisers to explore.

Visual Engagement: Humans are highly visual creatures. Visual content, such as images and videos, tends to capture our attention more effectively than text alone. Display ads leverage this preference for visuals to convey brand messages in a compelling and memorable way.

Targeted Reach: Unlike traditional advertising, where messages are broadcasted broadly, Online Display Advertising allows for precise targeting. Advertisers can tailor their campaigns to reach specific demographics, interests, and behaviors, ensuring that their message resonates with the right audience.

Measurable Results: Online Display Advertising provides robust analytics and measurement tools. Advertisers can track the performance of their campaigns in real-time, allowing for data-driven decision-making and continuous optimization.

Now that we have a foundational understanding of Online Display Advertising, let's explore its components and how it works in more detail.

2. Understanding Online Display Advertising

Online Display Advertising encompasses various components and techniques that work together to create effective campaigns. To grasp the full scope of this advertising method, it's essential to understand these elements:

Components of Online Display Ads

Online Display Ads come in various formats, each with its unique characteristics and purposes:

Banner Ads: Banner ads are the most common type of display advertising. They typically appear as rectangular or square images or graphics placed prominently on web pages. Banner ads can convey a brand's message, promote products, or encourage users to click through to a landing page.

Video Ads: Video ads leverage the power of video content to engage users. They can be short and concise or longer-form, depending on the platform and campaign goals. Video ads are particularly effective for storytelling and creating emotional connections with viewers.

Rich Media Ads: Rich media ads go beyond static images and incorporate interactive elements, such as animations, audio, and interactive features. These ads are highly engaging and encourage users to interact with the content.

Native Ads: Native ads seamlessly blend into the content of a website or platform, making them appear less intrusive. They match the visual style and tone of the surrounding content while delivering the advertiser's message subtly.

Interstitial Ads: Interstitial ads are full-screen ads that appear between content transitions, such as between levels in a mobile game or while a website page is loading. They demand the user's attention and can be highly effective for conveying messages or promoting offers.

Social Media Ads: Many social media platforms, including Facebook, Instagram, Twitter, and LinkedIn, offer display advertising options. These ads appear in users' social feeds, promoting products, services, or brand messages to a highly engaged audience.

Differentiating Display Ads from Other Online Advertising

Online Display Advertising differs from other online advertising methods, such as search engine marketing (SEM) and social media advertising, in several key ways:

Content and Format: Display ads are visually oriented and can include images, videos, animations, and interactive elements. In contrast, SEM relies on text-based ads that appear in search engine results, while social media ads are integrated into users' social feeds.

User Intent: Display ads often target users who may not have expressed explicit intent to purchase. Instead, they aim to capture users' attention and generate interest in a brand or product. SEM, on the other hand, targets users actively searching for specific keywords, indicating a higher intent to convert.

Placement: Display ads are typically placed on websites and digital platforms where the target audience spends time. SEM ads appear in search engine results pages (SERPs), while social media ads are shown within users' social media feeds.

Ad Placement Control: Advertisers have more control over where their display ads appear compared to other forms of advertising. They can select specific websites, placements, or audiences to target, allowing for precise campaign management.

Now that we've explored the components and distinctions of Online Display Advertising, let's delve into how this advertising method operates and reaches its intended audience.

3. How Online Display Advertising Works

Online Display Advertising operates within a complex ecosystem that involves advertisers, publishers, ad networks, and technology platforms. To understand its mechanics, let's break down the key elements:

Ad Auction Process

At the core of Online Display Advertising is the ad auction process, which determines when and where an ad will be displayed. Here's how it works:

User Visits a Website: A user navigates to a website or digital platform that features display ads. This website is often referred to as the "publisher" because it hosts the ad space.

Ad Space Availability: The publisher's website contains ad spaces where display ads can be shown. These spaces may be predefined slots on the webpage or within specific content, such as articles or videos.

Real-Time Bidding (RTB): When a user visits a webpage with available ad spaces, an ad request is sent to an ad exchange or ad network. This triggers a real-time bidding (RTB) process, during which advertisers compete to have their ads displayed to that user.

Advertiser Participation: Advertisers who want to display their ads to the user participate in the RTB auction. They submit bids based on factors like the user's demographics, interests, and the ad space's relevance to their campaign.

Ad Selection: The ad exchange or network evaluates the submitted bids and selects the winning ad based on bid amount, ad quality, and relevance. The winning ad is then displayed to the user in the available ad space on the publisher's website.

Ad Display: The selected display ad appears to the user as part of the website's content. It may be a banner ad, video ad, or other format, depending on the winning advertiser's campaign.

This entire process happens in a fraction of a second as the webpage loads, ensuring that the user sees a relevant ad that aligns with their interests and the content they are viewing.

Targeting Options for Display Ads

One of the key advantages of Online Display Advertising is the ability to target specific audience segments. Advertisers can tailor their campaigns to reach users who are most likely to engage with their ads and take desired actions. Here are some common targeting options:

Demographic Targeting: Advertisers can specify demographic criteria such as age, gender, location, income level, and education level. This ensures that ads are displayed to users who match the desired customer profile.

Behavioral Targeting: Behavioral targeting leverages data on users' online behavior. Advertisers can target users who have shown interest in specific products, visited certain websites, or engaged with similar content. This approach helps in reaching users with relevant interests and preferences.

Contextual Targeting: Contextual targeting considers the content of the webpage where the ad will be displayed. Ads are matched to the context of the content, ensuring relevance. For example, a sports brand might display ads on sports news websites or blogs.

Remarketing (Retargeting): Remarketing campaigns target users who have previously visited the advertiser's website or interacted with their app but did not complete a desired action, such as making a purchase. These campaigns aim to re-engage users and encourage them to return and convert.

Geographic Targeting: Advertisers can narrow down their audience by geographic location, ranging from broad regions to specific cities or even custom-defined areas. Geographic targeting is valuable for local businesses seeking to attract nearby customers.

Device and Platform Targeting: Display ads can be tailored to specific devices and platforms. For instance, advertisers can create mobile-specific ads to engage users on smartphones or tablet-specific ads for those on tablets.

These targeting options allow advertisers to fine-tune their campaigns and maximize the relevance of their ads to users. By delivering ads to the right audience, advertisers can increase the likelihood of user engagement and conversions.

Display Advertising Platforms and Networks

Online Display Advertising relies on various platforms and networks that facilitate the distribution of ads across the internet. Some of the prominent display advertising platforms and networks include:

Google Display Network (GDN): GDN is one of the largest and most widely used display advertising networks. It offers access to a vast network of websites, including popular destinations like YouTube, Gmail, and websites that partner with Google. Advertisers can create and manage display ad campaigns through Google Ads.

Facebook Audience Network: Facebook Audience Network extends the reach of Facebook and Instagram ads to third-party websites and apps. Advertisers can use their existing Facebook ad campaigns to display ads to users outside of the social media platforms.

Microsoft Advertising (formerly Bing Ads): Microsoft Advertising provides display advertising opportunities on the Microsoft and Yahoo search networks, as well as partner sites. Advertisers can create display ad campaigns alongside their search campaigns.

Programmatic Advertising Platforms: Programmatic advertising platforms automate the buying and placement of display ads through real-time bidding (RTB) auctions. These platforms offer sophisticated targeting options and access to a wide range of ad inventory. Popular programmatic platforms include DoubleClick by Google (now part of Google Ad Manager), The Trade Desk, and MediaMath.

Social Media Advertising Platforms: Social media networks like Twitter, LinkedIn, and Pinterest offer their own display advertising options. Advertisers can create visually engaging display ads and target users based on their social media activity and interests.

Each of these platforms and networks has its strengths and audience reach, allowing advertisers to choose the most suitable options for their campaign goals and target audience.

Understanding how Online Display Advertising operates and the various targeting options available is essential for advertisers to create effective campaigns that resonate with their audience. In the next section, we will explore the benefits of Online Display Advertising, highlighting how it can elevate your digital marketing efforts and drive results.

4. Benefits of Online Display Advertising

Online display advertising offers a multitude of benefits that make it an essential component of your digital marketing strategy. Let's delve into these advantages:

Increased Brand Visibility

Online display advertising can significantly boost your brand's visibility on the internet. With strategically placed banner ads, video ads, and rich media ads, your brand's message can reach a vast and diverse audience. When users repeatedly come across your ads while browsing various websites, it reinforces brand recognition and recall.

Display ads can also be designed to align with your brand's visual identity, further enhancing brand consistency. This consistency is crucial for building a strong brand image in the minds of your target audience.

Targeted Reach and Engagement

One of the key strengths of online display advertising is its ability to target specific demographics, interests, and behaviors. By harnessing the power of data-driven targeting, you can ensure that your ads are shown to the most relevant audience segments.

Demographic targeting allows you to reach users based on factors such as age, gender, location, and income level. Behavioral targeting, on the other hand, focuses on users' online behavior, such as their browsing history and past interactions with your website. Contextual targeting ensures that your ads appear on websites and pages that are contextually relevant to your products or services.

This level of precision in targeting not only maximizes the reach of your campaigns but also increases the likelihood of engaging users who are genuinely interested in what you offer.

Enhanced Conversion Opportunities

Online display advertising isn't just about creating brand awareness; it's also a potent tool for driving conversions. When users click on your display ads and are directed to your website, they're one step closer to making a purchase or taking another desired action.

To optimize conversion rates, it's crucial to design landing pages that are aligned with your ad's message and provide a seamless user experience. The call-to-action (CTA) in your display ads plays a pivotal role in guiding users toward the desired actions, whether it's making a purchase, signing up for a newsletter, or downloading an ebook.

Furthermore, remarketing campaigns enable you to re-engage users who have previously visited your website but didn't complete a desired action. These campaigns can be highly effective in recapturing lost opportunities and nurturing leads through the conversion funnel.

Measurable Results and Analytics

In the realm of digital marketing, data is king, and online display advertising is no exception. One of the standout advantages of this advertising method is the ability to track and measure your campaign's performance with a high degree of precision.

Key performance indicators (KPIs) provide valuable insights into the effectiveness of your display ad campaigns. Among the essential KPIs for online display advertising are:

Click-Through Rate (CTR): This metric tells you the percentage of users who clicked on your ad after seeing it. A higher CTR indicates that your ad is resonating with your target audience.

Conversion Rate: Measuring the percentage of users who took the desired action (e.g., making a purchase) after clicking on your ad.

Return on Investment (ROI): Calculating the ROI of your display advertising campaigns helps determine whether your investment is generating a positive return. It factors in the cost of advertising and the revenue generated.

Impression Share: This metric reveals the percentage of times your ad was shown compared to the total number of times it could have been shown. A high impression share indicates that your ad is frequently displayed, increasing brand exposure.

To effectively analyze these metrics and optimize your campaigns, it's essential to use analytics tools such as Google Analytics, Google Ads, or third-party ad tracking platforms. These tools provide detailed data on user interactions with your ads, helping you fine-tune your targeting and creative strategies for better results.

5. Types of Online Display Advertising Campaigns

Online display advertising offers versatility in terms of campaign types, allowing businesses to tailor their strategies to specific goals and audiences. Here are some common types of online display advertising campaigns:

Retargeting and Remarketing Campaigns

Retargeting, also known as remarketing, is a powerful technique that involves re-engaging users who have previously interacted with your website or app. These users may have browsed your product pages, added items to their shopping carts, or visited specific landing pages but didn't complete a conversion.

Retargeting campaigns use tracking cookies to follow these users as they browse other websites and display your ads to encourage them to return to your site and complete the desired action. This technique is highly effective because it targets users who have already shown an interest in your products or services.

Brand Awareness Campaigns

Brand awareness campaigns aim to introduce your brand to a broader audience and build recognition. While the primary goal is not immediate conversions, these campaigns play a crucial role in establishing a brand presence in the minds of potential customers.

Brand awareness ads often focus on creative storytelling and compelling visuals to leave a lasting impression. They are an excellent choice for new businesses looking to make a splash in their respective industries and for established brands aiming to maintain top-of-mind awareness.

Product Promotion Campaigns

Product promotion campaigns are designed to showcase specific products or services and drive sales or leads. These campaigns are ideal for e-commerce businesses looking to highlight seasonal promotions, new product launches, or special offers.

The key to effective product promotion ads lies in their relevance and clarity. Highlight the unique selling points of the featured product, offer a compelling incentive, and ensure that the ad creative aligns with the user's intent and interests.

Social Media Advertising vs. Website Advertising

Online display advertising can be executed on various platforms, including social media networks and websites. Each platform has its unique strengths and considerations:

Social Media Advertising: Platforms like Facebook, Instagram, Twitter, and LinkedIn offer highly targeted advertising options based on user demographics, interests, and behavior. Social media ads are effective for reaching engaged audiences and can be particularly useful for brand awareness and lead generation campaigns.

Website Advertising: Displaying ads on websites through ad networks and programmatic advertising allows for a broader reach across the web. Website advertising is well-suited for retargeting campaigns and reaching users as they explore content beyond social media platforms.

The choice between social media and website advertising depends on your campaign objectives, target audience, and budget. Many businesses find success by combining both approaches to maximize their online display advertising efforts.

6. Creating Effective Online Display Ads

Creating effective online display ads is both an art and a science. The visual and textual elements of your ads must work together to capture the viewer's attention, convey a message, and compel them to take action. Here are some best practices for creating compelling display ads:

Design Best Practices

Eye-catching Imagery: Use high-quality images and graphics that are visually appealing and relevant to your message. Vivid colors and striking visuals can grab attention.

Consistent Branding: Ensure that your ad design aligns with your brand's visual identity, including logo, color scheme, and typography. Consistency builds brand recognition.

Simplicity: Keep your ad design clean and uncluttered. Avoid overwhelming viewers with too much information or too many visual elements.

Clear Messaging: Communicate your message concisely and clearly. Use compelling headlines and concise copy that highlights the value proposition of your product or service.

Crafting Compelling Ad Copy

Headline Impact: Your ad's headline is the first thing users see. Make it attention-grabbing and relevant to the user's intent. Pose questions, present solutions, or create a sense of urgency.

Engaging Copy: The body text of your ad should expand on the headline and provide additional information. Focus on benefits, features, and a strong call-to-action (CTA) that prompts users to take the next step.

A/B Testing: Experiment with different ad copy variations to identify what resonates most with your audience. A/B testing can help refine your messaging over time.

The Importance of Call-to-Action (CTA)

A well-crafted CTA is the bridge between your ad and the desired action you want users to take. It should be clear, specific, and action-oriented. Examples of effective CTAs include "Shop Now," "Sign Up Today," "Learn More," or "Get Started."

The placement of your CTA matters as well. It should stand out within your ad and be strategically positioned to guide users toward taking the desired action. Experiment with different CTA designs, colors, and placements to optimize your conversion rates.

7. Measuring the Success of Online Display Advertising

One of the strengths of online display advertising lies in its measurability. Let's explore the key metrics and tools you can use to gauge the success of your campaigns:

Key Performance Indicators (KPIs)

Click-Through Rate (CTR): CTR is a critical metric that measures the percentage of users who clicked on your ad after seeing it. It's calculated by dividing the number of clicks by the number of impressions (times the ad was shown). A higher CTR indicates that your ad is resonating with your target audience.

Conversion Rate: Conversion rate measures the percentage of users who completed a desired action after clicking on your ad. This action could be making a purchase, filling out a form, or signing up for a newsletter. Calculated by dividing the number of conversions by the number of clicks, a higher conversion rate signifies the effectiveness of your landing page and offer.

Return on Investment (ROI): ROI is a vital metric for assessing the overall success of your display advertising campaigns. It takes into account the cost of advertising and the revenue generated. ROI can be calculated with the formula: (Net Profit / Cost of Advertising) x 100. A positive ROI indicates that your campaigns are generating a profit, while a negative ROI suggests that adjustments are needed.

Impression Share: Impression share measures the percentage of times your ad was shown compared to the total number of times it could have been shown. A high impression share indicates that your ad is frequently displayed, increasing brand exposure.

Tools for Tracking and Analyzing Display Ad Performance

To effectively track and analyze the performance of your online display advertising campaigns, you can leverage various tools and platforms:

Google Analytics: Google Analytics provides comprehensive insights into user behavior on your website. You can set up conversion tracking to measure the impact of display ads on your site's goals and revenue.

Google Ads (formerly AdWords): If you're using Google Ads for your display campaigns, the platform offers robust reporting and analytics features. You can track ad performance, view conversion data, and adjust your campaigns accordingly.

Third-Party Ad Tracking Platforms: Many third-party tools and platforms specialize in ad tracking and analytics. Examples include Adobe Analytics, Moat, and DoubleClick by Google. These tools offer advanced tracking capabilities and insights into viewability and ad fraud.

Heatmaps and User Session Recording: Tools like Hotjar or Crazy Egg can help you understand how users interact with your website after clicking on display ads. Heatmaps and session recordings provide visual data on user behavior, helping you identify areas for improvement.

By regularly monitoring these metrics and using analytics tools, you can gain valuable insights into the effectiveness of your online display advertising campaigns. This data-driven approach allows you to make informed decisions and optimize your campaigns for better results.

8. Common Mistakes to Avoid

While online display advertising offers significant advantages, it's essential to be aware of common pitfalls that can hinder your success. Avoiding these mistakes is crucial for maximizing the impact of your campaigns:

Display Ad Blindness

Display ad blindness refers to users' tendency to ignore or overlook display ads due to their prevalence on websites. To combat ad blindness, focus on creating visually compelling and relevant ads that stand out from the background content. Additionally, consider ad placement and targeting to ensure that your ads are seen by the right audience.

Poor Targeting

Inaccurate or overly broad targeting can lead to wasted ad spend and low conversion rates. It's essential to invest time in refining your audience targeting based on demographics, interests, and behaviors. Regularly review and adjust your targeting criteria to reach the most relevant users.

Neglecting Mobile Optimization

With the increasing use of mobile devices for internet browsing, neglecting mobile optimization can be a costly mistake. Ensure that your display ads and landing pages are responsive and user-friendly on mobile devices. Mobile-optimized ads can lead to higher engagement and conversion rates among mobile users.

Ignoring Ad Quality Guidelines

Ad networks and platforms often have specific guidelines and standards for ad quality. Ignoring these guidelines can result in ad disapproval or lower ad performance. Be sure to review and adhere to the requirements of the platforms where you run your display ads to maintain a smooth campaign operation.

9. Future Trends in Online Display Advertising

The landscape of online display advertising is continually evolving, influenced by technological advancements, changing consumer behavior, and regulatory developments. To stay competitive, it's essential to keep an eye on emerging trends in the field:

The Impact of AI and Machine Learning

Artificial intelligence (AI) and machine learning are revolutionizing display advertising. These technologies enable more sophisticated audience targeting, ad personalization, and predictive analytics. AI-driven algorithms can optimize bidding strategies in real-time, ensuring that your budget is allocated to the most promising opportunities.

Interactive and Immersive Ad Formats

As user expectations evolve, interactive and immersive ad formats are gaining traction. These formats go beyond static images and encourage user engagement. Examples include interactive quizzes, 360-degree product views, and augmented reality (AR) ads. Embracing these formats can create memorable and impactful ad experiences.

Privacy and Data Protection Concerns

Data privacy regulations, such as the General Data Protection Regulation (GDPR) in Europe and the California Consumer Privacy Act (CCPA) in the United States, have reshaped the digital advertising landscape. Advertisers must prioritize user consent and data protection when collecting and utilizing customer data. Compliance with these regulations is crucial to avoid legal issues and maintain consumer trust.

10. Conclusion

In this comprehensive guide, we've explored the world of online display advertising and its significance in today's digital marketing landscape. Online display advertising offers a powerful means of reaching your target audience, increasing brand visibility, and driving conversions. By understanding its components, benefits, and best practices, you can harness its full potential to achieve your marketing goals.

Remember that online display advertising is not a static field; it continually evolves with technology and consumer behavior. To stay ahead, embrace emerging trends such as AI-driven targeting, interactive ad formats, and data privacy compliance. By adapting to these changes and optimizing your campaigns, you can ensure that online display advertising remains a vital and effective tool in your marketing arsenal.

Incorporate the strategies and insights provided in this guide into your digital marketing efforts, and you'll be well-equipped to make the most of online display advertising and drive success for your business.

This brings us to the end of our exploration of online display advertising. We hope this guide has equipped you with the knowledge and strategies to harness the full potential of display advertising in your marketing endeavors. As you navigate the dynamic landscape of digital marketing, remember that staying informed about industry trends and continually refining your strategies will be key to achieving lasting success in online display advertising.

Related Resources:

Social Media Advertising: How to Run a Compelling Campaign

Average Display Advertising Clickthrough Rates (CTRs) – 2020 Compilation

The Ultimate Guide to Native Advertising

How to Use Artificial Intelligence in Advertising

Online Advertising: Everything You Need to Know in 2020

Top 12 Programmatic Advertising Trends for 2020 and Beyond

The Definitive Guide to Programmatic Advertising

Mobile Advertising: 11 Examples Analyzed In-Depth

Google Ads vs Facebook Ads for eCommerce: How and When to Use Each Advertising Platform

8 Reasons Ad Networks Need to Embrace Programmatic Advertising in 2020

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