Why display advertising matters

Display advertising helps businesses increase brand visibility and reach audiences across a wide network of websites and platforms.

It helps businesses:

• Reach large audiences online
• Increase brand awareness
• Promote products or services visually
• Retarget people who have previously visited a website

Because display adverts are visual, they are often effective for introducing a brand and building familiarity.

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Common types of display advertising

Display advertising can appear in several formats.

Banner adverts
Horizontal or vertical adverts placed around webpage content.

Responsive display adverts
Adverts that automatically adjust size and layout depending on the device or placement.

Rich media adverts
Interactive adverts that may include animations, video, or other dynamic elements.

Native display adverts
Adverts designed to match the look and style of the surrounding content.

Each format offers different levels of engagement and visibility.

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Display advertising and targeting

Modern display advertising platforms allow advertisers to target specific audiences based on factors such as interests, demographics, browsing behaviour, or location.

Advertisers can also retarget people who have previously interacted with their website or content.

This targeting helps ensure that adverts appear in front of relevant audiences.

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Display advertising in digital marketing

Display advertising is often used alongside other digital marketing channels such as search advertising and social media campaigns.

For example, a business might attract visitors through search engines and later show display adverts to remind them about the brand.

This approach helps reinforce brand visibility across different stages of the customer journey.

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Display advertising and performance measurement

Advertisers often evaluate display campaigns using metrics such as impressions, click-through rate, and conversions.

By analysing these metrics, businesses can refine targeting, creative design, and placement to improve campaign performance.