What is display advertising?

Display advertising, also known as banner advertising, is a form of web-based visual advertising.

It conveys a commercial message visually using: text, logos, animations, videos, photos, URLs.

Therefore, display advertising utilizes the spaces that publishers provide for the placement and exhibition of graphic elements, to advertise a product or service on PC or mobile devices.

The goal of display advertising is to use in ads something more than just plain text, to make the advertisement stand out to consumers and differentiate it from competitors.

This leads the customer to fill out a contact form or make a purchase.

Display advertising campaigns are launched to increase brand awareness and generate a lead (a potential customer).

Difference between display advertising and pay per click

Unlike classic pay per click, display advertising implements various marketing strategies:

• Leverages the graphic element: it's a highly effective strategy because it allows capturing visitors' attention through the visual element, as opposed to an advertisement with text only. This strategy can be applied to e-commerce stores;
• The ads placed on the web page are not invasive: they are located where the visitor's gaze often falls. In this way, while reading content, it is possible to be exposed to the ad without interrupting the user’s activity;
• Allows changing strategy based on the budget
established: thanks to the various payment methodologies that are based on cost per click, or depending on the number of impressions, on the number of leads obtained or based on the duration of the ad's presence on the page;
• Display advertising is more used compared to pay per click;
• You can choose not to click on the advertisement: therefore enjoying the effect of “free visibility”;
• You can organize campaigns that directly target our target;
• Allows for the improvement and modification of advertising campaigns: to understand what the consumer wants and to satisfy their needs;
• Adapts to current trends: ads are created that can be viewed on mobile, where now 90% of consumers browse from smartphones and tablets.

In conclusion, the internet is now a part of our daily life, therefore, companies use display advertising for publicity, as it proves to be a very effective marketing strategy.