Paid Media

Display Advertising

Also: Banner Ads

Visual banner ads shown across websites and apps through ad networks, typically used for awareness and retargeting rather than direct response.

Why it matters

Display is cheap to reach a lot of people, which makes it useful for staying visible and for retargeting known audiences, but weak as a direct-response channel in B2B.

What good looks like

Used well, display supports awareness and retargeting with clear creative and tight audience control, and is not expected to drive direct conversions on its own.

Related terms

RetargetingPaid SocialAudience TargetingCost Per Mille (CPM)
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