Display advertising has a reputation problem. People assume banner ads are dead because click-through rates are low. But display advertising serves a different purpose than search ads.
The Role of Display Advertising
Display ads build awareness and stay top-of-mind. They work like digital billboards -- people may not click immediately, but they see your brand repeatedly, which influences future decisions.
Display advertising works best for:
- Brand awareness: Introducing your business to new audiences
- Retargeting: Re-engaging past website visitors
- Support channel: Reinforcing messages from search, social, and email
- Audience targeting: Reaching specific demographics and interest groups
Modern Display Formats
Display advertising has evolved beyond static banners:
- Responsive display ads: Automatically adjust size and format for each placement
- Video ads: Short video content in display placements
- Native ads: Ads that match the look and feel of the surrounding content
- Interactive ads: Rich media that engages users before they click
AppWT manages display advertising campaigns as part of comprehensive marketing strategies. See our display advertising services.
Tags
Tony Paris
Founder and Tech Wizard at AppWT Web & AI Solutions. With over 29 years of experience in web development, Tony helps businesses succeed online through custom websites, SEO, and AI integration.
Learn more about TonyFrequently Asked Questions
Do banner ads still work?
Traditional banner ads have low click-through rates (0.1% average). However, they still serve important purposes: brand awareness, retargeting warm audiences, and reinforcing messages from other channels. Display advertising works best as part of a multi-channel strategy, not in isolation.
How much do display ads cost?
Display ads are typically priced by CPM (cost per thousand impressions) ranging from $2-$15, or CPC (cost per click) ranging from $0.25-$2.00. Compared to search ads, display is much cheaper per impression but has lower click-through and conversion rates.
Where do display ads appear?
Google Display Network reaches 90% of internet users across 2+ million websites, apps, and videos. Display ads appear on news sites, blogs, forums, YouTube, Gmail, and mobile apps. You can target specific websites, audiences, or topics.
Enjoyed this article?
Share it with your network
