Display advertising is graphical advertising on the World Wide Web that appears next to content on web pages, IM applications, email, etc.
These ads, often referred to as banners, come in standardized ad sizes, and can include text, logos, pictures, or more recently, rich media.
Rich media, synonymous for interactive multimedia, is enhanced media that utilizes a combination of text, audio, still images, animation, video, and interactivity content for active participation from the recipient of the ad.
You may picture display advertising like magazine or newspaper ads, just online and – like TV commercials – with the possibility of moving from static to interactive, flash and video. However, display advertising has a significant advantage over advertising in magazines, newspapers and TVs:
- targeting options such as demographic and behavioral targeting are available to laser in on your audience and,
- you can track the performance of your campaign daily to measure metrics such as impressions, clicks and conversions to calculate your ROI.