The Ultimate Guide To Display Advertising

Display Advertising

What Is Display Advertising & Why Do I Need It For My Business?

Display advertising is a method of attracting the audience of a website, social media platform or other digital mediums to take a specific action. These are often made up of text-based, image or video advertisements that encourage the user to click-through to a landing page and take an action such as a purchase or sign-up. Most of these display and online advertising campaigns are charged on a cost per click (CPC) basis. This means every time the user on Google clicks on your ad – you’ll get charged an amount based on your overall bidding strategy.

These ads have been running for decades, in fact Google ads launched on the 23rd of October 2000! Since then, they have proved to have built brand awareness, create a digital footprint, and enhance local & national marketing campaigns. In fact, according to Marketing Interactive  Display advertising’s share of global ad spend reached 12.7% in 2018 (only TV advertising is larger) Businesses can get their brand seen on local, popular websites throughout Gloucester by using Display ads – it’s just about choosing the right one for your business. And if you still don’t believe us – sit tight as we have 5 key reasons why display ads are vital for your marketing campaign coming up.

Display Advertising

Search4Local's 5 Key Reasons Why Display Advertising Is Vital

Display advertising is vital for marketing strategies. As experts of paid ads, we know the importance of them, but if you don’t, that’s okay as we have made 5 key reasons why display ads are vital for you. 

1) They Are An Important Tool For Brand Awareness

When done right, display advertising is an essential element of any online strategy. Display advertising offers you the power to showcase your brand creatively across Google Display network & the internet to thousands of potential customers. In fact, Google’s Display Ad network reaches 90% of global internet users according to SEMrush 

Brand Awareness
% Of Marketers Say They Would Invest In Display Ads

2) You Can Reach Your Audience Like Never Before

With display advertising, you’re no longer restricted by a user’s preferred social channel or an email provider. In fact, your brand can reach consumers across the internet wherever they might be looking for goods, services, news and more.

As discussed, Google Display network alone can reach up to 92% of all internet users and are therefore likely to reach more consumers than almost any other online or offline format. Plus, it gives you the chance to reach your potential customers across devices and formats. Using display advertising means your branding can be seen throughout a consumer’s day.

customer reach

3) You Can Create Relevant Ads With Personalised Targeting

There are so many ways you can approach targeting with display advertising. The most commonly used is contextual targeting. In the same way as Google Search, you can specify keywords and search terms for online publications you wish your display ads to appear on.

There is also the option to reach desired consumers using demographics targeting. With display advertising you can also target users based on their interests, geographic location, language, demographics as well as certain publication topics (sports/entertainment magazines etc.)

4) You Can Increase ROI With Retargeting

Retargeted ads perform considerably better than standard display ads. Why? Because you’re already targeting users that have a previous interest in your product! In fact, the click-through-rate for retargeting ads is typically 0.7% compared to 0.07% at the top of funnel according to Invesp

For campaigns that are aimed more towards conversion, retargeting users with display advertising can be a great way of attracting consumers back to your site. For example, you can set up a script-tag on your checkout pages and retarget with relevant products to reduce card-abandonment.

5) It Gives You a Chance to Be Creative

Last but not least, display advertising allows you to be creative. With the advances in display advertising technology, your ads can have interactive elements, videos, countdowns, live product feeds and more!

With the correct technology, you can reach the right person, with the right ad at the tight time – all thanks to display ads. If selecting the right pricing model (CPC is the most common & is recommended) it can be an inexpensive way of getting your name out there – without paying the upfront or expensive prices of a TV or out-of-home (OOH) campaign.

What Are Some Variations of Display Ads?

Display ads can range from simple static images and animations to videos and interactive applications. But one thing remains the same: when clicked on by a viewer, they link back to a company’s website or dedicated landing page. Some forms of display ads include:

Banner Ads

One of the oldest and traditional forms of advertising, banner ads usually appear at the top of websites in a “banner” format 

MPU (Mid-page Unit)

A banner ad that is 300 pixels wide & 250 pixels high. This type of website banner ad appears on the left or right of a webpage and as the name suggest – It appears mid-page.

banner ads

Rich Media

These ads include more interactive elements, such as video, audio & clickable elements.

Leaderboard Ads

A leaderboard is the first to load banner ad, at the top of the page above the content. They are the first advertisement seen when a user visits a page. They are usually large and highly visible whilst avoiding intrusion on content.

The Effect of Mobile Phones on Digital Advertising

As we all know, we are well and truly in a mobile phone generation. Smartphones have affected our lives permanently, and the same goes for the way in which ads are displayed. Display ads have evolved on mobile phones too. Original banner ads were common among early smartphone designs. Unmovable, space consuming and therefore annoying – they did not have great success. However social media enabled a new interactive way to display ads.

Since then, mobile phones have taken over the advertising industry, with phone applications and social media becoming main channels for modern digital display ads. They often include rich media, such as streaming, video, audio, and animation. Unlike to traditional print media ads in which content was very heavy and full of text.

SEMrush’s research in 2019 showed Smartphone display ads now harness the majority of market share in terms of overall display ads with 21% seeing ads on mobile IOS & 21% on Mobile android – compared to a smaller 16% for desktop!

It is imperative that you therefore keep mobile users in mind when designing display adverts.

Mobile phone ads

Advertising Experts in Gloucester

Display Advertising has remained one of the most assured ways of building brand awareness and a digital footprint.  Search4Local carry out thorough display advertising for businesses in Swansea looking to target specific audiences.

Contact our advertising experts today on 01452 452144 or email us at for more information into display advertising and how it can transform your business. 


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