Display ads are really good at grabbing your attention. You’ve undoubtedly seen a display ad before; they are like billboards — but for the internet. One of the incredible benefits of display advertising is that it enables you to target your ideal customers based on their browsing behavior and other demographic data. But what makes them different from other types of ads?

When combined with other strategies, display ads can be an even bigger boost for your business! Keep reading to learn the best display advertising benefits you can use to capture attention and drive results.

If your advertising efforts aren’t aligned with a clear brand position, campaigns can underperform. Our Brand180 brand strategy framework helps ensure your messaging, visuals, and targeting all reinforce the same story before media dollars are spent. Check it out!

What is a Display Ad?

A display ad is a visual advertisement that appears alongside website content. These ads commonly show above, below, or within articles and blog posts. The most recognizable format is the banner ad, typically displayed across the top of a website.

Display ads often use imagery, logos, animation, video, buttons, or rich media to communicate a message. Unlike text-based ads, display ads appear across websites, mobile apps, email platforms, and social media, not within Search Engine Results Pages (SERPs). They help promote businesses or brands when people browse online, watch YouTube videos, check their email, or use mobile apps. Their primary role is visibility, awareness, and recall while users browse online.

Benefits of Display Advertising

Although display ads typically have low click-through rates (CTR)–just 0.35% across all formats and platforms—their effectiveness is not easily measured by CTR alone. When other metrics are considered, display ads boost brand awareness and intent to purchase significantly.

Still not convinced? Here are five advantages of display ads that will make you reconsider this valuable component of any digital marketing mix.

1) They are eye-catching and visually appealing.

Display-style ads are made with graphic content and designed in the style of your business or brand. Unlike traditional search ads that limit characters and visuals, display ads offer far more flexibility. They allow brands to communicate personality, emotion, and recognition at a glance—making them ideal for awareness-stage campaigns.

With display ads, you can be as creative as possible. The use of bright colors, large text, video, audio, rich media, or even animation are all ways to make your display ads stand out. The goal is to draw viewers’ attention towards the content you want them to see and move them in the direction you want them to go.

Display ads, like paid search or pay-per-click ads, include a headline, text, and URL. However, display ads also contain some type of graphic, video, or audio element which makes them stand out. In addition, regular Search Engine Marketing (SEM) advertisements include character counts, limiting your messaging opportunity. Display ads allow for catchy messaging, plus graphics, video, and your company’s branding to stand out and attract attention.

Strong visual execution matters. If your ads aren’t visually aligned with your brand, engagement suffers. Our design services team often supports display campaigns by creating ads that are both visually compelling and brand-consistent.

2) They familiarize your intended audience with your brand.

While search ads target active intent, display ads build awareness before a buyer is ready to act. In fact, studies found that brand awareness increased by 21% in campaigns that utilized digital display ads.

Display ads have a wide reach and appear on high-traffic websites and apps that receive potential customers frequently. For example, someone reading gardening tips might see a display ad for a local garden center, creating familiarity long before a purchase decision is made.

Running a campaign using the Google Display Network (GDN), which integrates your ads into carefully chosen websites, will place your ads in front of targeted audiences across the globe. That repeated exposure keeps your brand top of mind when the timing is right.

3) They allow for remarketing opportunities.

Remarketing allows your brand to re-engage users who previously visited your website but didn’t convert. Position targeted display ads in front of a defined audience that has previously visited your website as they browse elsewhere on the internet. Once a potential customer knows about your product or service, a well-placed display ad can remind them to make a purchase.

With remarketing, there is a high degree of targeting flexibility. You can show brand-level messaging, highlight specific products viewed, or promote a limited-time offer. Platforms like the Google Display Network allow precise control over where and how your ads appear.

Remarketing works because familiarity builds trust, and trust drives conversion.

4) They give you the ability to track and monitor your ad engagement and the success of your campaign.

The Google Display Network and Meta Ads provide detailed performance data, including impressions, clicks, assisted conversions, and view-through attribution. In addition, the GDN has what is called a view-through window, which monitors anyone who has seen your display ad in a specific time frame and whether or not they converted into a customer or lead.

GDN’s view-through window shows you if your display and video ads are contributing to conversions. Plus, the view-through window is an important tool because research consistently shows that ad exposure alone can influence conversion behavior.

This data helps marketers understand how display ads contribute to the full buyer journey, not just last-click conversions.

5) They are a more cost-effective advertising option.

Unlike other advertising channels such as television or radio, which require large investments in production, it’s relatively inexpensive to start running display ads. With only an image and some text, you can start creating display ad campaigns that will help you drive traffic back to your website.

Display ads are typically priced by impressions (CPM), with rates starting as low as $0.50 per 1,000 impressions for highly targeted campaigns. That means your brand can gain significant exposure without a large upfront investment.

How to Use Display Advertising Strategically

To get the most value from display advertising, follow this structured approach:

1. Define your campaign goal

Decide whether your objective is awareness, remarketing, lead generation, or conversion support.

2. Align creative with brand positioning

Ensure visuals and messaging reinforce your brand identity and value proposition.

3. Choose the right platforms

Select networks like Google Display Network, YouTube, or social placements based on where your audience spends time.

4. Segment audiences intentionally

Use interest targeting, contextual placement, and remarketing lists strategically.

5. Monitor view-through and assisted conversions

Evaluate performance beyond clicks to understand full campaign impact.

6. Refresh creative regularly

Prevent ad fatigue by rotating visuals and messaging.

FAQs About Display Advertising

What is display advertising used for?

Display advertising is primarily used to build brand awareness, reinforce messaging, and support conversions through remarketing.

Are display ads effective if people don’t click them?

Yes. View-through conversions show that ad exposure alone influences purchasing behavior.

How much do display ads cost?

Costs vary, but CPMs can be as low as $0.50 per 1,000 impressions depending on targeting and placement.

What platforms are best for display advertising?

Google Display Network, YouTube, Meta Ads, and programmatic networks are commonly used.

Do display ads work for B2B companies?

Absolutely. Display ads are effective for long sales cycles, awareness building, and remarketing in B2B markets.

After discovering how beneficial display advertising can be, it’s clear that this marketing strategy is an excellent way to increase brand awareness, drive traffic back to your website, and ultimately, improve conversions.

Millennium Agency offers a variety of display advertising options as part of our larger digital marketing services. Want to get in on the display advertising action? Contact us to plan your online media buying strategy today.

About Millennium Agency

Millennium Agency is a national, award-winning, digital, creative, content/PR, and video marketing firm. With offices in Boston and New Hampshire, our team unites creative branding and data analytics to accelerate our clients’ growth, while combining our clients’ vision with our marketing expertise to increase sales opportunities and drive brand success. From video advertising and web design to social media and PR, Millennium can guide your marketing efforts every step of the way. Contact the professionals at Millennium Agency to learn more!

Linda Fanaras is the President and Founder of Millennium Agency (www.mill.agency) located in Manchester, NH and Boston. She can be reached at 877-873-7445 or [email protected].