Display Marketing

Display marketing is advertising on graphical screens on the internet. The advertising media used are images, videos or animations, as well as text links and moving images, which are delivered on various end devices such as desktop PCs or smartphones. Display displays are billed either via CPC or CPM. Conversion-based calculation of display advertising, such as in affiliate marketing, is also possible. The primary goal of display marketing is to increase brand awareness and reach.


Display Marketing Works

Display advertising refers to the process of advertising a product or service through visuals like images and videos on networks of publisher websites such as the Google Display Network and Facebook etc. Display ads are placed on relevant third-party websites in the form of banner, image, and text ads.

Top 5 Benefits of Display Advertising

  • They are eye-catching and visually appealing.
  • They familiarize your intended audience with your brand.
  • They allow for remarketing opportunities.
  • They give you the ability to track and monitor your ad engagement and the success of your campaign.

Forms of display marketing

There’s much more to display advertising than just your good-old-fashioned banner ad. In addition to methods like banners and buttons, graphical elements, like text, image, or video content can also be used. There’s a difference between display ads and mobile ads, with the latter format being used for mobile devices. Here’s an overview of some typical advertising forms used in display marketing:

  • Banner: the sizes of banner ads can vary, and they can feature static, animated, or interactive designs. An overview of different types of banner ads can be found here.
  • Pop-up: advertising screens that ‘pop up’ when a user carries out a specific action, like scrolling over a certain word. This method relies on JavaScript.
  • Pop under: works the same way pop up ads do, but appears after a website has been closed.
  • Layer ads: unlike pop ups, which open a separate window, layer ads cover a site’s entire content.
  • Content ads: these are banner ads that are embedded directly into the content of a page.

But this is only a small sample of the different types of display ads, as display marketing offers an extensive arsenal of different formats that vary from one another in more ways than just an ad’s form, size, and position. Depending on which advertising strategies a company pursues, interactive advertising, storytelling marketing, or cross-media marketing can also play significant roles.

  • They are a less expensive advertising option.

Billing models for display advertising

The principles behind display marketing function in a similar way to those of the print advertising sector: advertisers book advertising space and the publisher then runs an ad there. The billing process used for display advertising is more exact; here, different parameters are involved. If calculated according to the performance marketing model, then the CPM (cost per mile) is used. In theory, the advertiser pays in units of 100 individuals who’ve been exposed to their ads. Recently, success-based billing models have become more common; these only require advertisers to pay when users click on an ad or finalize a purchase or contract (CPS).

Typical billing models for display advertising are:

  • CPM = cost per mile
  • CPC = cost per click
  • CPL = cost per lead


  • CPS = cost per sale

Goals of display marketing

The goal of most advertisers is to provoke a reaction from their viewers. Online, users most often end up reaching the advertiser’s site or a specific landing page by first clicking on some sort of advertising material. Additionally, a well-positioned ad can help influence a company’s overall reputation. This is where we really see striking differences between display advertising and SEA and SEO strategies. While search engine marketing mostly revolves around texts, display marketing deals primarily with images. The visual character of ads both individualize and strengthen the image of companies and their brands.