What are display ads? 

Display ads are a type of advertising that allows businesses to display banners and other visual ads across websites, apps and certain social media platforms. 

These ads can include text, images, video, or interactive elements, and are designed to reach a broad audience. The main goal is often to raise brand awareness, drive website traffic, or encourage specific actions, like making a purchase or signing up for a newsletter.

But there is so much more to Display Ads than that, and Infoserve’s PPC team knows all about it. 

The difference between display ads and search ads

Unlike search ads, which show up in response to specific search queries, display ads are placed in strategic locations on websites, where they aim to attract and engage visitors, even if they weren’t actively looking for a product or service. 

There are a few main ways that display ads and search ads differ from each other: 

Placement:  

Targeting method:

Visuals: 

Goals:

Types of display ad

Banner Ads

Banner ads appear at the top, bottom, or sides of a webpage. They are named as such because they are rectangular and take the appearance of a hanging banner. 

These ads can be static (images) or dynamic (animated graphics or videos) and are designed to attract the user’s attention with visually appealing designs and a CTA (call to action) button. They are often placed alongside text to draw the eye of the user, making them difficult to ignore. 

This is why they are so effective. 

Pop Up Ads

Pop up ads do what they say; they pop up in front of a web page.

They are most commonly used to get your user to take a specific action, and can be set to appear at certain trigger points throughout the website. 

Pop up ads need to be used sparingly and strategically because they can easily interrupt user flow on your website. This is why they’re often set to appear when a user has been on your website for a certain amount of time, or scrolled to a particular point on the web page.

Interstitial Ads 

Interstitial ads work in a similar way to pop up ads, but instead of only covering a small portion of the web page, they appear over the entire screen. They’re also displayed at transitional points. For example, when a user switches between web pages or app screens. 

They are most effective for pushing promotions.

Rich Media Ads

Rich media display ads are arguably far more engaging than other forms of display ads because they offer interactive elements. This can include moving graphics, videos, and clickable elements. 

Rich media ads could use a slidable bar that reveals the effect of a product. For example, a company that sells home paints could create an ad that displays the same room with two different shades of paint on the walls, and a slidable bar that the user can move to reveal the difference that each colour makes. 

They can also be in the format of quizzes and forms. 

Retargeting Display Ads

Retargeting display ads are used to target users who have previously interacted with your brand in some way but didn’t convert. This could be by visiting your website, clicking on an ad, or even searching your social media accounts. 

These ads are particularly effective because, as marketers know, it takes an average of 7 interactions with your brand before a user is willing to make a purchase. So, the more you can put your company in their mind, the more likely they are to come back and invest. 

Retargeting display ads can be targeted specifically to the area of your brand that the user was interested in. This could be offers, specific products, or even unique selling points. For example, if they clicked on an ad discussing the environmental aspects of your business, you can create specific pathways that show them more content about the environmental aspects of your business.

Native Display Ads 

Native ads blend with the content of the website or platform where they appear, mimicking the format and style of the content around them. This makes them less intrusive and more likely to engage users without disrupting their browsing experience. 

For example, social media ads can appear in the format of an Instagram post that appears whilst a user is scrolling. They can choose to scroll past, but it feels less like an ad because of how closely it resembles the other content they are looking at. 

Ad formats

Each of the above ad types can appear within a category of formats. These are: 

Static Ads: 

Static ads are ads that consist of unmoving elements like images, graphics and text.

Any of the following can appear as static ads: 



• Banner ads
• Pop up ads
• Interstitial ads 
• Retargeting ads 
• Native display ads 

Animated Ads: 

Animated ads use motion to create a more cohesive storytelling approach. 

Any of the following can appear as animated ads: 

• Banner ads 
• Pop up ads
• Interstitial ads 
• Retargeting ads 
• Native display ads 

Video Ads:

Video ads are as they sound. Ads that contain video footage. They may also include sound, and can be more engaging than static ads. 

Any of the following can appear as video ads: 

• Banner ads 
• Pop up ads
• Interstitial ads 
• Retargeting ads 
• Native display ads 

Interactive Ads: 

Interactive ads engage users through elements that users can interact with. 

Any of the following can appear as video ads: 

• Banner ads 
• Pop up ads
• Interstitial ads 
• Retargeting ads 
• Rich media ads

Benefits of display ads

Hopefully at this point, we’ve done our job and you can see the benefits of utilising display ads to further your brand’s awareness and growth. 

However, if you’re still on the fence and want to know why you should consider display ads, here are just a few of the advantages you could experience with a targeted display ad campaign. 

1. Wide Reach

Display ads can be shown across millions of websites, apps, and platforms. This means that businesses can reach a broad and diverse audience, even those who might not have specifically searched for their product or service. 

2. Brand Awareness

One of the primary benefits of display ads is their ability to build brand awareness. Even if users don’t click on the ad, the mere exposure can help them recognise and remember your brand when they’re ready to make a purchase. 

3. Targeting Capabilities

Display ads allow for precise targeting. Advertisers can reach users based on factors such as:



• Demographics (age, gender, income)
• Interests and behaviors (e.g., users who have recently visited home renovation websites)
• Geographic location 
• Device type (mobile, desktop, tablet)

This means that you’re not just flinging ads at a wall and hoping they stick. You’re intentionally placing them in a spot that attracts the attention of those who are interested in what you’re selling.

4. Visual Appeal

Since display ads can include images, animations, and videos, they’re much more visually engaging than search text ads. This can help catch users’ attention and entice them to take action.

You can also have a lot more fun with how you demonstrate your products/services to new customers. There are so many more possibilities.

5. Retargeting Opportunities

Display ads are also powerful for retargeting potential customers who have interacted with your brand before. 

For example, if a user visits your website and looks at a product but doesn’t make a purchase, you can use display ads to show them that product again as they browse other websites.

Not sure where to start?

Here at Infoserve, our PPC experts handle your ad campaigns from start to finish. We have access to decades of display ad insights and tracking information to deliver the best possible outcome for your business. 

For an in depth guide into the basics of PPC, download our FREE PPC White Paper where we cover everything you need to know when setting up your ad campaigns.