Ask an Expert - Tell Me About Display Ads

Display ads are eye-catching digital advertisements placed in high-visibility areas of websites and apps, making them a powerful tool for brand awareness. With over 90% of the U.S. population online, digital advertising has never been more impactful. In this guide, we’ll explore how display ads work, their benefits, and whether they’re the right fit for your marketing strategy.

What are the benefits?

Display Ads Go Where Your Target Audience Goes
‍Using the targeting criteria you provide—such as demographics, interests, and location—we ensure your ads reach the right audience. Display ads follow your potential customers as they browse the web, whether they’re checking the weather, catching up on sports scores, shopping for gifts, or reading a blog. By strategically placing your ads where your audience spends time online, you maximize visibility and engagement with those most likely to be interested in your brand.

Display Ads Deliver Measurable Results
One of the biggest advantages of display ads is their trackability. We provide detailed metrics, including impressions—the number of times your ad appears on a website or app—and clicks, which track how many users engage with your ad and visit your website. These insights help us measure performance, optimize campaigns, and ensure your ads are reaching the right audience effectively.

Display Ads Offer Cost-Effective and Flexible Marketing
Display ads provide a budget-friendly way to reach your audience, offering a low cost per view compared to other advertising methods. Since they are entirely digital, there are no additional production costs, making them an economical choice for businesses of all sizes.

You also have the flexibility to run a single message or multiple campaigns simultaneously. By leveraging A/B testing (split testing), we can refine your strategy by identifying what resonates most with your audience. We recommend adjusting one variable at a time—such as your headline, call-to-action, or target audience segment—to gain clear insights and maximize performance.

Are All Display Ads the Same Size?
No, display ads come in a wide range of sizes and formats to seamlessly integrate with content on websites and apps. For example, the Mobile Banner (320x50 pixels) is designed to fit neatly at the top of a mobile screen, while the Half Page ad (300x600 pixels) offers a larger, more prominent space for your message. We’ll take your approved artwork and ensure it’s properly sized for each placement, maximizing visibility and effectiveness across all devices.

Is There Anything Else We Should Know About Display Ads?

To capture your audience's attention, display ads should feature high-quality visuals and a clear, concise message. In addition to compelling imagery and a brief message, we’ll include your logo and a strong call-to-action (CTA)—such as “Learn More,” “Explore Now,” or “Shop Now”—to encourage engagement.

Display ads are excellent for boosting brand awareness and driving traffic to your website, but they also have residual benefits. In fact, users are 155% more likely to visit a website after seeing a display ad (according to WordStream). About 27% of consumers will search for a business after viewing a display ad, leading to a 59% increase in conversions*.

Beyond targeting specific audiences, we can also retarget visitors who have previously interacted with your website. By adding a small piece of code (a pixel) to your site, we can serve display ads to those individuals, making them 70% more likely to convert. To learn more about retargeting, click here.

We don’t recommend relying solely on display ads for your marketing efforts. Many of our clients enhance their display ad campaigns by combining them with other strategies, such as audio ads, video ads, or Google search ads.

If you’d like to explore whether display ads could be a valuable addition to your marketing mix, click here to book a free introductory call with our team at Dail Digital.
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*Statistic from Wordstream‍