Display Advertising: What You Need to Know

Also called as banner advertising, display advertising is one of the key aspects of online marketing. It is an online ads consisting of text, graphics images or logos that are embedded into a Web page. There are three commonly used display sizes in banner advertising: Leaderboard, skyscraper, and boombox. Other than that, a display ad can be presented on various form such as rich, static or expandable formats. But before you choose the type of display ad that you’ll use for your site, there are things that you have to consider.


The size and type of your creative will depend on the complexity of your message. You should also take your creative’s file size into consideration. That’s because most networks have maximum file size requirement. In case your creative’s file size exceeds, they will ask you to resize it or they may just reject it entirely. On the flip size, a creative with large file size will take too long load, which could affect your performance result negatively.

Ad Networks

There are specific ad networks and publishers that allow your ads to appear on various sites. They negotiate for real estate on various Web pages in their network, and then they will occupy that space with the creative provided by their clients. Moreover, ad networks will allow you to target your banner based on demographics, location and vertical, making sure that your message will rich qualified traffic. What’s good about this is that your creative can appear on various websites using a single ad buy.


When choosing an ad network for your campaign you also have to consider the price. Negotiate your creative’s price based on three metrics: Cost per thousand impression, cost per click, or cost per acquisition. It is also important that you understand the concept behind these metrics. Furthermore, make sure that your ad network enables you to analyze click throughs and view throughs, as well as behavioral targeting performance.


One of online marketing’s biggest advantage is its ability to track and record results. When using the power of display advertising, make sure that your ad network platform provides you with ample campaign reporting. If you’re using multiple ad networks at once, make sure that you have display ad-serving tool. This tool will help you address cross-tracking and conversion issues accordingly.


Display advertising is not just creating a message and then asking a website to post your banner. It has a lot of things to consider and requires you to learn a lot of relevant things. Moreover, you should also think about whether this campaign will be applicable and cost-effective for your brand or not.