Display Marketing

Display marketing is advertising on graphical screens on the internet. The advertising media used are images, videos or animations, as well as text links and moving images, which are delivered on various end devices such as desktop PCs or smartphones.


A classic online advertisement consists of both graphic elements, such as banners and buttons, as well as text and image content. Users view this advertisement material when they visit a website that has integrated it. The advertisement material can be clicked on and often redirects the user to the website of the advertising company. Special landing pages or corresponding product and category pages of the advertised contents are also common.

At the beginning of a display marketing campaign, there is always an advertiser who is willing to convey the advertising message and a publisher who provides the necessary resources (website, AdServer). While the publisher requires a website through which the advertisement will be relayed, the advertiser must prepare promotional content. Display marketing works with numerous advertising formats that are placed on a publisher’s website. For example:

  • Banners in different sizes and with different functions (static, animated, interactive)
  • Pop-ups, pop-under, layer ads
  • Skyscrapers, rectangles, leader boards
  • Content ads and sponsored content
  • Verbal placements and text links
  • Rich Media contents such as inter- and superstitials, expandable ads
  • Motion pictures such as flash videos, streaming video ads, or e-mercials


There are different concepts and strategies of display marketing.

  • Ad Network
  • Affiliate marketing
  • Real-time bidding
  • Performance marketing
  • Behavioral targeting
  • Contextual targeting
  • Native advertising
  • Programmatic Advertising
  • Multi-display marketing: Basically comparable with multi-channel marketing but is based on the different graphical output media such as smartphones, tablets, phablets, and desktop PCs.


For a display marketing campaign, advertisement space on the respective portal must first be booked or purchased. Here, the principle of online advertising is similar to that of offline advertising in newspapers and magazines. The advertiser reserves advertising space, the publisher publicizes the advertisement. The only difference is the medium that is used, i.e. the Internet. Billing is, however, far more precise in Internet advertising. This is because different parameters are hereby taken into account. The most commonly used is the CPT (cost per thousand). Also common include CPC (cost per click), CPL (cost per lead), CPS (cost per sale), and combinations of the various parameters.

Online methods used to build brand awareness

Search engine optimization (SEO)

Search engine optimization techniques may be used to improve the visibility of business websites and brand-related content for common industry-related search queries.

Social media marketing

70% of marketers list increasing brand awareness as their number one goal for marketing on social media platforms. Facebook, Instagram, Twitter, and YouTube are listed as the top platforms currently used by social media marketing teams.

Search engine marketing (SEM)

SEM, also known as PPC advertising, involves the purchase of ad space in prominent, visible positions atop search results pages and websites. Search ads have been shown to have a positive impact on brand recognition, awareness and conversions.

Content marketing

56% of marketers believe personalized content – brand-centered blogs, articles, social updates, videos, landing pages – improves brand recall and engagement.

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