Display advertising

Display advertising appears on third-party websites and uses video, image, or text elements to market products or services.

There are many types of display advertising. Banner ads are an example of display advertising. So are desktop and mobile leaderboard ads. Most ads are rectangular or square in shape, and the content they contain is typically designed to align with that of the host website and the selected audience preferences.

Display advertising campaigns can be run through advertising networks such as Facebook advertising or Google ads that provide powerful audience targeting features as well as advertising formats.

Types of display ads
Display ads vary greatly in terms of who they target and how they work. Here’s a breakdown of the different display ad options and what they do.

Remarketing ads
Most display ads you see today are remarketing ads, also known as retargeting ads. Thanks to the trend toward ad personalization, retargeting campaigns have become widespread.
According to Accenture Interactive, 91% of consumers prefer to buy from brands that remember their interests and provide offers based on their needs. Retargeting ads do just that, and they're easy for brands to implement. Here's how they work.
To start, place a small section of code onto your website that collects information about visitors' browsing behavior, including when they navigate to a category or product page. From the information you collect, develop lists of customer types and what kinds of advertising messages would most likely appeal to them. Then create and place display ads based on the different categories of interest you have observed. A dynamic remarketing campaign is an effective way to keep your brand present in the minds of shoppers who have already shown interest in what you have to offer.

Personalized ads
Google considers remarketing to be a subcategory of personalized advertising, which can be effective when you segment your audience to deliver a better user experience. Personalized ads target consumers based on demographic targeting and the interests they have shown online. You can even create ads that show personalized product recommendations based on a user’s recent interactions with your website.