In brief: Display advertising uses image, text or video formats on websites and applications outside ordinary search results. It buys audience reach or specific placements.
How I use display advertising in practice
I define the audience, role in the customer journey, creative promise and measurement before launch. I connect impressions and clicks with quality visits, enquiries or sales instead of treating reach as the outcome. I begin with a small test of different arguments, then compare results with the business context.
What to watch for
Cheap impressions can be irrelevant, intrusive or fraudulent. Frequency, placement, consent, brand safety and post-click experience all matter. Do not let platform performance conceal a weak offer, poor landing page or unclear follow-up process.
Questions for decisions
- Who should see the message and why?
- What role does display have in the journey?
- Which outcome beyond impressions matters?
- How will we control frequency and quality?