Display advertising is a vital component of digital marketing, offering brands a visual platform to showcase their products and services. These ads, ranging from images and videos to interactive content, appear on websites, apps, and social media, aiming to capture attention and drive engagement.

What Are Display Ads?

Display advertising involves placing visually engaging ads on third-party websites or platforms to promote a brand or product. Unlike search ads, which target users actively searching for information, display ads introduce users to new offerings as they browse online. Common formats include banner ads, interstitial ads, rich media, and video ads, each designed to engage audiences in unique ways.

Misconceptions About Display Ads

Despite their widespread use, several misconceptions surround display advertising:

  1. Display Ads Don’t Work: Some believe that display ads don’t deliver results. However, when well-executed and strategically targeted, they can significantly boost brand awareness and drive sales. (Afundi)
  2. Banner Blindness Is Inevitable: While some users may develop “banner blindness,” creative, well-designed ads can overcome this and capture attention.(Social Chain)
  3. Only for Big Budgets: Many think display ads are only for large companies with massive budgets. However, programmatic advertising has made display ads accessible and cost-effective for businesses of all sizes. (Startup Grind)
Benefits of Display Advertising

Display advertising offers numerous advantages:

  • Visual Impact: Using high-quality images, videos, and interactive elements, display ads can capture user interest more effectively than text-based ads.  (LBB Online)
  • Broad Reach: With platforms like the Google Display Network, businesses can reach a large portion of internet users. (Afundi)
  • Precision Targeting: Brands can target specific demographics, interests, and online behaviours, ensuring ads reach the most relevant audiences. (Business Leader)
  • Boosts Brand Recognition: Display ads help brands stay top-of-mind by ensuring repeated exposure to potential customers. (Britain in Business).
Limitations of Display Advertising

While effective, display advertising has its drawbacks:

  • Lower Click-Through Rates (CTR): Display ads often have lower CTRs compared to search ads, as users may not be actively looking to make a purchase. (Britain in Business).
  • Ad Fatigue: Overexposure can cause users to become annoyed or start ignoring the ads altogether.
  • Ad Blockers: The rise of ad-blocking software has reduced the reach of display ads, impacting their effectiveness.
British Food and Drink Brands and Display Advertising: Hits and Misses

The food and drink industry in the UK has seen both successful and detrimental uses of display ads:

  • Success Story: John Lewis: Known for its emotionally resonant Christmas campaigns, John Lewis effectively uses display ads to complement its TV commercials, reinforcing brand messages across digital platforms.
  • Success Story: Marks & Spencer: Marks & Spencer utilised display ads as part of their multi-channel campaigns, ensuring their digital presence matched their in-store promotions and branding.
  • Misstep: Protein World: In 2015, Protein World’s “Are you beach body ready?” campaign faced backlash for promoting unrealistic body standards, leading to widespread criticism and protests. (Listverse)
Best Practices for Display Advertising Success

To make the most of display advertising, brands should adhere to these practices:

  • Invest in Creative Design: High-quality visuals and compelling ad copy are essential for capturing user attention (LBB Online).
  • Use Advanced Targeting: Tailoring ads to specific demographics and user behaviours increases the likelihood of engagement. (Social Chain)
  • A/B Testing: Regularly test different versions of your ads to find the most effective creative and format.
  • Implement Frequency Caps: Limit the number of times a user sees the same ad to prevent ad fatigue.

Display advertising, when done right, can be an invaluable part of a brand’s digital marketing strategy. By understanding the common pitfalls, leveraging creative strategies, and learning from the successes and missteps of others, food and drink brands can create effective display ad campaigns that engage their audience and boost their visibility.