Display Ads

Display Ads are an online advertising format in which the ads are shown in the form of banners, with a series of images, text, video or audio representative of the offer on the destination web pages, usually represented at the top or side of those. 

These Ads are displayed at the top or side of the destination web page the Ad is on, and their format has evolved over time. Before, you could only create very simple and static Ads with a fixed image, while now you can create interactive Ads that include GIFs, videos, or audio. The possibilities are endless, you can even make a creative that allows the user to follow an interactive game to increase engagement, create lightbox Ads, etc. 

To carry out Display Ads campaigns, you must bear in mind that three agents interact: advertisers, websites or retailers where you want the ads to appear, and affiliate networks. The management of Display Ads campaigns can be divided by the two main objectives for which they can be configured: 

  • Branding: To position in the consumer's mind through knowledge and memory. It is the strategy that is most often used when the target audience is at the beginning of the funnel to reach the consideration phase. 
  • Performance: To achieve quantifiable results (leads, sales, etc.) through a specific action by the user (registration to a form, purchase of a product, etc.). This is what we commonly call "performance marketing". It is usually used when we know that the audience we are targeting is likely to meet the objective of the campaign and we believe that it will convert us. 

This differentiation is important, since we usually associate the Display advertising model with a branding strategy, without considering that, in addition to measuring the impact, we can measure the conversion that the campaign has had if it is configured from the Performance objective. As with everything in marketing, it is about following a path, because, although the most frequent is still the Display Brand, the Performance is one more step that we can take once we have obtained enough data about our audience. 

Back to glossary