The Power Of Display Advertising

There’s tremendous power within display advertising to attract and convert site visitors, particularly when it comes to creating brand awareness, yet display marketing is a broad term and there’s often some question as to what “display advertising” actually relates to… which is what we’re going to look at in this article.



This term is used to describe a type of online advertising that comes in many forms such as web banners, rich media, and the like.  Display advertising tends to rely on graphical elements such as images, audio, and video to communicate a message – rather than the alternative being text-based ads.


A text based-ad is something you are likely to find on the front page of Google, where a listing is sponsored, whereas a display ad is something you are more likely to find on a blog in a 300 x 300 pixel container that utilizes an array of engaging tactics and techniques to draw you into the marketing message promoted.


There’s some confusion as to what “display advertising” refers to, so in the interest of clarity, think about display ads as boxes or rectangles on websites that are obvious in the sense that it is a marketing manner.  The format is not limited to a web banner, at the top of the page or to the right-hand side – it could be a full page overlay, a background, or even a video clip.


The commonality is that these ads appear on specific sections of websites that are specifically reserved for advertising.  Just like the old fashioned billboard on the back of a bus stop.


According to Google, the most effective sized adverts are at 336 x 280 or 300 x 250-pixel rectangles and 728 x 90 or 320 x 110 when it comes to banners.


When it comes to display marketing, there are a variety of rich media ads that go beyond the conventional flat image, or animated GIF displays of the past.  For instance, video has become a very popular medium – the challenge, however, is that this can be so disruptive to the user experience that it reduces engagement and leads to people feeling quite agitated and exiting the site.


This is particularly true to when a video unexpectedly starts as the page loads, fills the screen, and plays audio – which, is not only distracting from a user experience perspective but will also alert everyone else around you (at work) that you’re not working!


The less invasive versions of rich media ads, sit quietly until you roll over them with your mouse – which tend to be considered more effective as you are not bombarding people with content, you are serving it upon request.


In summary, display advertising can be a very powerful way to get the attention of your audience or the audience of a third-party website, but it’s important you ensure an optimal user experience – meaning your display ad doesn’t annoy or agitate the user, as this feeling will be transferred onto your brand and message.



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Elita Torres

I have over 20 years experience as a leader, first as a General Manager for several Big Box retailers with over 100 employees, then as a district manager overseeing an average of 23 stores. Currently, I am a Sales Director overseeing 4 Districts. My passion for leadership and personal development has led me to share my journey in a Blog. Find out more on