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 static banner images to videos. They all share one common aspect: when the ad is clicked, the person is directed to a website or landing page.

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


Decide what you want your display ad to look like. Do you want the banner to have 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 and be identifiable 
  • Images should be high-quality and relevant to the copy
  • Have a clear CTA

Including these core elements in the ad will help ensure the customer is engaged, and it will also drive clicks.


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 banner ads to 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 correctly. Google also provides a tool you can use while creating the ad to crop accordingly.

Finally, don’t forget to use mobile-first best practices while scaling ads. As you know, most people prefer to use a mobile device to browse the web these days.


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


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

If you have several versions of the same ad and want to discover which converts best, remember to make use of A/B testing. This will help you uncover the best images and messaging 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 (TOFU)

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

Display advertising can 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, or product).

Businesses often measure the campaign by reach and impressions when aiming for brand awareness.

Lead generation

When a display ad for a marketing campaign focuses on lead generation, the intention is to lead viewers to a designated landing page on a website. The landing page will either have a form to fill out or a product/service to purchase, testimonials, credibility divs, and anything else a potential buyer might need to decide. For those unfamiliar with the term, credibility divs refers to author details, which, as we all know, are super important for SEO: think Expertise, Authority, and Trust.

When the display ad is for lead generation, the marketing campaign is most often measured by cost-per-acquisition (CPA) and 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 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.

Google Local Services Ads

As the most widely used search engine, Google deals with almost 7 billion queries every day from all over the world.

One of the best ways to connect with customers is using Google Local Services ads. What makes these different from other ad packages? Let’s take a look at what sets Google Local Services ads apart from any of the competition. 

Google has made sure they offer a platform and variability of ads to make an impact on the local marketplace. 

These ads connect you with people searching for your product or service. You can set them up by calling a Google specialist. 

If a business relies on local customers to drive sales, then Google local service ads should be considered. These ads can give an edge to a local company that takes advantage of them.

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