You’ve probably seen thousands of display ads today: on news portals, mobile apps, or while scrolling social media. This type of advertising is designed to capture attention through visuals and keep brands top of mind, whether the goal is awareness or converting returning visitors.
What is display advertising?
Display advertising is a form of online advertising that uses visual formats such as banners, images, videos, and interactive creatives to promote a brand or product. These ads appear on websites, mobile apps, and social media platforms. They are used across different stages of the digital marketing funnel, especially for brand awareness and remarketing.
According to Amazon Ads
“Display ads are online ads that include text and visual elements with a call-to-action message and a link to a landing page.”
Display ads reach users based on demographics, interests, browsing history, or behavior. Unlike search ads, which respond to active intent, display advertising pushes your message to audiences who match your target profile.
Types of display advertising
There are several main types of display advertising, each designed to meet different goals and target different stages of the customer journey.
Traditional display advertising
Traditional display ads are classic banner ads that appear on websites, blogs, news portals, or apps. These include static banners, rich media, or video ads.
Key features:
- Fixed ad placements (e.g., sidebar, header, footer)
- Formats: static banners, animated, rich media, video
- Goal: build brand awareness and reach broad audiences
Retargeting display advertising
Retargeting targets users who have previously interacted with your website or app, increasing conversion chances.
Key features:
- Ads personalized to user behavior (e.g., abandoned cart reminders)
- High conversion effectiveness
- Common formats: banners, rich media, video
Social media display advertising
Display ads on social media platforms combine traditional banner features with native advertising benefits.
Key features:
- Shown in feeds, stories, sidebars on Tiktok, Facebook, Instagram, LinkedIn, X
- Formats include carousels, short videos, ads with clear CTAs
- Advanced targeting by interests, demographics, behavior
- Focus on engagement and user interaction
Other specialized display ad types
Beyond traditional formats, advertisers can choose more advanced approaches tailored to devices, channels, or buying methods.
Programmatic display ads
Automated buying and optimization of ads in real time via Demand-Side Platforms (DSPs), allowing precise targeting and efficient spend.
Mobile-only display ads
Ads designed specifically for mobile devices, often appearing in apps or mobile-optimized websites.
Native display ads
Ads visually and contextually matching the host site content, providing less intrusive user experiences.
Types of display ad formats
Display advertising offers multiple creative formats that brands can adapt to campaign goals and budgets.
Static display ads
Simple, non-animated images or graphics placed in fixed webpage locations. Examples include JPG or PNG banners.
Animated display ads
Include movement using GIF or HTML5 technology with animations or transitions.
Video display ads
Short video ads shown as pre-roll, mid-roll, or outstream formats, often on mobile and video platforms.
Rich media ads
Interactive ads with expandable elements, quizzes, or user interactions.
Native display ads
Ads designed to match the look and feel of the website or app, making them less intrusive.
Interstitial and pop-up ads
Full or partial screen ads appearing between page loads or triggered by user actions.
If you want to see how these formats can be designed and customized for your campaigns➡️ check out our ad formats in Q-Design Hub.
Common myths about display advertising
Even experienced marketers fall for misconceptions that limit the potential of digital ads. Here are three myths you should ignore:
Myth 1: Display ads are too expensive
Reality: Platforms let you control budget with daily caps and bid strategies. You can start small and scale based on performance.
Myth 2: People don’t click on banners
Reality: While click-through rates (CTR) are low compared to search ads, display advertising works best as a visibility and retargeting tool. You should measure post-view conversions, not just direct clicks.
Myth 3: Display ads don’t convert
Reality: When combined with audience targeting and remarketing, display campaigns often support strong return on ad spend.
Myth 4: Banner ads are dead
Reality: Banner ads have evolved, not disappeared. In 2025, the most effective campaigns use responsive banners, rich media, and HTML5 animations tailored to format and device. “Banner fatigue” usually results from lack of personalization, not the format itself.
Conclusion: Does display advertising work?
Yes, display advertising remains one of the most powerful tools in a marketer’s digital toolkit. From increasing visibility to re-engaging website visitors, it can enhance every stage of your digital marketing funnel when done right.
If you’d like help implementing display advertising in your company ➡️ contact us today. You can also find us on LinkedIn and Facebook!
