Display Advertising
Visual ads (banners, rich media) placed on websites, apps, and social media platforms.
Display Advertising uses visual ad formats placed on websites, apps, and social platforms to build brand awareness and drive engagement.
**Display Ad Formats:**
• **Banner Ads**: Standard rectangular ads (728x90, 300x250, 160x600) • **Rich Media**: Interactive ads with video, animation, or expandable elements • **Native Ads**: Ads designed to match the look of surrounding content • **Video Ads**: Pre-roll, mid-roll, or outstream video placements • **Interstitial Ads**: Full-screen ads between content
**B2B Display Strategies:**
• **Account-Based Display**: Target specific companies on your TAL • **Intent-Based Display**: Reach companies showing research behavior • **Contextual Display**: Place ads on relevant industry content • **Retargeting Display**: Re-engage website visitors • **Programmatic Display**: Automated buying across networks
**Display Ad Metrics:**
• Impressions and reach • Click-through rate (CTR) • Cost per thousand (CPM) • Cost per click (CPC) • View-through conversions • Brand lift studies
**Display Best Practices:**
• Design for brand recognition (consistent visual identity) • Include clear call-to-action • Optimize for viewability • Implement frequency capping • Test creative variations • Use dedicated landing pages
Related Terms
Programmatic Advertising
The automated buying and selling of digital advertising using data and algorithms.
B2B Advertising
Paid promotional activities designed to reach and engage business decision-makers across digital and traditional channels.
Retargeting
A technique that serves ads to people who have previously visited your website or engaged with your content.