Fundamentals of Display and Video Advertising

Learn the fundamentals of display and video advertising with Search Hustle.

Search Hustle fundamentals of display and video advertising

In 1994, the first banner ad appeared. It was a small, rectangular banner ad for AT&T on HotWired. Decades later, the fundamentals of display and video advertising remain surprisingly similar.

fundamentals of display and video advertising

What Are the Fundamentals for Display and Video Advertising?

Display ads for marketing range from a static banner image to videos. They all share one common aspect: when the ad is clicked on, the person is directed to a website or a landing page.

Both display and video advertising are digital channels often centered on building brand awareness and increased sales. The fundamentals of display and video advertising consist of:


Decide what you want your display ad to look like. Do you want the banner to consist of a static image with text, flashing images, or a video? Get creative and use data about the target audience to help personalize the ad.

No matter how you decide to design the display ad, it should consist of a few core principles:

  • The color should match the brand 
  • Copy should be proofread and easy to read against the ad background
  • Images should be high-quality and relevant to the copy
  • A clear call-to-action (CTA)

Including these core elements into the ad will help to ensure the customer is engaged and drive clicks.


In order to ensure the marketing campaign has a variety of ads to use, you will need to scale out multiple versions. This means creating different sizes of a banner ad so that it will work across different screen sizes and types of devices.

Google offers a list of sizes to help with this process. If you follow these sizes for the display ads, then most devices will be able to display all the ads from you correctly.

Also, don’t forget to use mobile-first best practices while scaling ads. Nowadays, most people prefer to browse online on their mobile devices.


Once the display ad is finished, the next step is to publish it. Make sure all banner ads underwent optimization to specific sizes. Most ad networks specify the desired size.

After publishing

The next step after publishing a display ad is to monitor how effective the campaign is. This will include tracking benchmarks or KPIs, such as conversion rates, click-through rates, costs, etc.

If you have several different versions of the same ad and want to discover which converts leads best, remember to make use of A/B tests. This will help you uncover what images and messaging work best for the brand.

different types of display advertising

What Are Different Types of Display Advertising?

Display advertising campaigns come in four different categories:

Brand awareness

Every business wants better brand awareness. Display advertising is commonly used to help boost this.

Display advertising is able to help with brand awareness because often the business will Gain exposure for their ads across Google partner websites. When it comes to awareness, the objective is to get that brand name seen by as many eyes as possible (hopefully with some connection to the service/industry/product).

When aiming for brand awareness, businesses often measure the campaign by reach and impression.

Lead generation

When the display ad for the marketing campaign focuses on lead generation, the intention is to lead viewers to a designated landing page on the business website. The landing page (squeeze page) will consist of either a form to fill out or a product/service to purchase, testimonials, credibility divs, and anything else a potential buyer might need to make a decision.

When the display ad is lead generation in nature, the marketing campaign is most often measured by cost-per-acquisition (CPA) and click-through rates (CTR).

Affiliate marketing

Affiliate marketing involves promoting an advertiser’s or affiliate network’s ad on the business website. In exchange, the business earns a commission on every sale or conversion from when a person clicks on the ad on the website.


When display ads center on retargeting, that means a specific ad appears to the user based on past behaviors on the company’s website. The goal is to help bring consumers back to a page where they expressed past interest through a certain action.

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