Display advertising plays a crucial role in digital marketing, both for direct response campaigns and brand awareness campaigns. Display, often known as banner advertising, can be a relatively cheap method of exposing your brand to large numbers of potentially relevant audiences.
Unlike search adverts, display adverts appear on actual websites rather than in search results. Adverts are delivered through various networks, the largest of which is the Google Display Network.
You can submit text, image, or video adverts, all of which will appear on websites selected by their contextual relevance and context. There are over 2 million sites in the Google Display Network alone, so when aiming for the biggest net audience, display adverts are your best option. Less targeted than ultra-focused search advertising campaigns, lower click through rates in display advertising is offset by the benefits of increased exposure.