A display ad, also known as a banner ad, is a form of online paid advertising that is typically a designed image or a photo and copy. Viewers can then click on the image with the promotion to then be taken to the corresponding landing page.
Display ads function differently than text ads because they aren't found in search results. They can be spotted on websites and can feature interactive displays or some type of animation to engage the user.
Retargeting can also be used for these ads. For example, on ecommerce or shopping site a user may place something in his or her cart and then leave the site without purchasing. Ads can then be used to advertise exactly what that user placed in his or her cart to get them to complete the purchase that they left before.
What is the role of a display ad in marketing?
Display ads can be a main component in a marketer's paid advertising campaigns. Developing click-worthy images help directs a viewer to a landing page with relevant content about the brand or company.
These ads not only can increase brand awareness, but they can engage or re-engage visitors to your marketing in order to help filter the visitor into your funnel to become a lead.