Display advertising
Advertising
Advertising
Display advertising means advertising with visuals — banners, images or video — on websites, apps and video platforms, usually priced per thousand impressions or per click.
Where search ads answer a question someone just asked, display interrupts someone doing something else. That makes it stronger at awareness, repetition and bringing back earlier visitors (remarketing) than at direct sales.
You buy it through networks such as the Google Display Network, directly on specific sites, or through social channels. Targeting can be by topic, interest, placement or past behaviour.
Do not judge display by search-ad standards. Look at reach, frequency, the effect on brand searches, and conversions that arrive later through another channel.
In practice
Using click-through rate as the measure of success. It is naturally low for display, and a high rate often means accidental mobile taps.
Related terms
- CPMCPM is the cost per thousand impressions of your ad, whether or not anyone clicks.
- RemarketingRemarketing is advertising to people who previously interacted with your site, app or customer base.
- ImpressionsAn impression is one view of your ad or search result. Ten impressions can therefore belong to one person.
- ReachReach is the number of unique people who saw your message at least once, unlike impressions, which count views.