Display advertising[1] in the digital realm refers to the utilization of visually engaging media such as animations, images, and videos to convey an advertisement message. These display ads are commonly located on search engine results pages and third-party websites. Their primary objective is to enhance brand recognition and stimulate consumers’ intention to purchase. With the internet[2]’s emergence, these ads have experienced substantial evolution, with technological advancements facilitating real-time bidding and more precise advertising tactics. In the current era, display advertising is indispensable for businesses as it not only escalates website visits and application downloads but also presents opportunities for interactive and immersive ad encounters. Display ads can be presented in numerous formats such as video, rich media ads, overlays, interstitials, and sponsored content, each provoking varied audience responses. To assist advertisers in selecting the appropriate format and enhancing ad efficacy, the Interactive Advertising Bureau (IAB) offers guidelines.
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Digital display advertising is online graphic advertising through banners, text, images, video, and audio. The main purpose of digital display advertising is to post company ads on third-party websites. A display ad is usually interactive (i.e. clickable), which allows brands and advertisers to engage deeper with the users. A display ad can also be a companion ad for a non-clickable video ad.
According to eMarketer, Facebook and Twitter were set to take 33 percent of display ad spending market share by 2017. Desktop display advertising eclipsed search ad buying in 2014, with mobile ad spending overtaking display in 2015.