Display Ads Pros And Cons? [Weighing the Options]

Navigating the world of online advertising can be tough, and deciphering whether display ads are worth your investment is even more challenging. Studies show that although display ads have excellent reach and versatility, they may sometimes fall short on conversion rates.

This blog post will demystify the intricate puzzle by outlining both the upsides and downsides of using display advertisements for your marketing campaigns. Intrigued? Then dive right in to weigh your options wisely!

Key Takeaways

  • Display advertising offers exceptional reach, allowing businesses to connect with a wider audience and increase their online visibility.
  • Eye – catching visuals and engaging designs in display ads can attract viewers’ attention, increase brand visibility, and capture the interest of potential customers.
  • Display advertising provides numerous targeting options to reach specific demographics or interests, ensuring ads are seen by the right people for higher conversion rates.
  • It is important to consider that display ads may have low conversion rates, lack control over reputation on websites and apps where they appear, suffer from banner oblivion where users overlook them, and be affected by ad blockers.

Pros of Display Advertising

Display advertising offers exceptional reach, allowing businesses to connect with a wider audience and increase their online visibility.

Exceptional reach

Display ads can touch a lot of people. They show up on many websites and apps for all to see. This big reach helps your online business gain a wider view. With display ads, you can share your message far and wide.

Your ad shows up wherever your buyers go online. A single advertisement can go from one side of the world to the other in no time!


Display advertising is known for its eye-catching nature, which helps it stand out and grab the attention of viewers. With visually appealing graphics and engaging designs, display ads have the power to draw people’s eyes towards them.

This can be especially beneficial for increasing brand visibility and capturing the interest of potential customers. By using captivating images or videos, display ads can leave a lasting impression on users as they browse websites or use apps.

These eye-catching elements help to make the ad memorable and increase the chances of users taking action, such as clicking through to learn more about a product or service being advertised.

Furthermore, eye-catching display ads also play a crucial role in raising brand awareness. By catching the viewer’s attention in an instant, these striking visuals create familiarity with the brand and leave a positive image in their mind.

The visually stimulating nature of display ads makes it easier for businesses to showcase their products or services creatively and effectively engage with their target audience. As a result, this leads to higher levels of recognition for brands among consumers.

Raises brand awareness

Display advertising is an effective way to raise brand awareness for your online business. By using eye-catching visuals and attention-grabbing headlines, display ads can capture the attention of potential customers and make them more familiar with your brand.

With exceptional reach, display ads have the ability to be seen by a large audience across various websites and apps. This wide exposure helps to increase brand visibility and recognition.

Additionally, display advertising offers numerous targeting options, allowing you to tailor your ads to specific demographics or interests, further enhancing their impact. By utilizing display ads as part of your marketing strategy, you can effectively raise brand awareness and promote your business online.

Numerous targeting options

Display advertising offers advertisers numerous targeting options to reach their desired audience. Advertisers can select specific demographics, such as age, gender, location, and interests, to ensure their ads are seen by the right people.

This level of targeting helps improve campaign effectiveness and increases the likelihood of reaching potential customers who are more likely to engage with the ad. By utilizing these targeting options, advertisers can make sure their message is being delivered to the most relevant audience for maximum impact and higher conversion rates.

Reaches mobile consumers

Display advertising is an effective way to reach mobile consumers. With the increasing use of smartphones and tablets, more and more people are accessing the internet on their mobile devices.

Display ads can be strategically placed on websites and apps that are frequently accessed through mobile devices, ensuring that your message reaches this audience. This is crucial for businesses that want to target customers who are constantly on the go and rely heavily on their mobile devices for information and entertainment.

By utilizing display advertising, you can tap into this growing market segment and increase your brand visibility among mobile consumers.

Effectiveness can be easily measured

Display advertising offers the advantage of easily measuring its effectiveness. Advertisers can track key metrics like impressions, click-through rates, and conversions to evaluate the success of their campaigns.

This data provides valuable insights into how well the ads are performing and allows for optimization strategies to improve results. By analyzing these metrics, advertisers can understand which aspects of their display ads are resonating with their target audience and make informed decisions on future campaign adjustments or targeting modifications.

With clear measurement tools in place, it becomes easier for businesses to assess the ROI of their display advertising efforts and refine their marketing strategies accordingly.

Cons of Display Advertising

Low conversion rates, lack of control over reputation, banner oblivion, and ad blockers are some of the drawbacks of display advertising.

Low conversion rates

Display advertising can be a useful tool for promoting products or services online, but it does have its drawbacks. One of the downsides is that display ads often have low conversion rates.

This means that even though many people may see the ad, only a small percentage of them actually take action and make a purchase or complete the desired action. Despite their eye-catching visuals and reach, display ads may not always lead to immediate sales or conversions for businesses.

It’s important for advertisers to carefully consider their marketing goals and target audience when deciding if display advertising is the right choice for their campaign.

Lack of control over reputation

One drawback of display advertising is the lack of control over reputation. When businesses use display ads, they rely on websites and apps to display their ads to users. However, they have little control over where their ads appear and how they are perceived by audiences.

This means that if the website or app displaying the ad has a negative reputation or controversial content, it can reflect poorly on the advertised brand. Additionally, there is also a risk of ads being placed next to inappropriate or offensive content, damaging the brand’s image.

Advertisers must carefully consider this lack of control before utilizing display advertising as part of their marketing strategy.

Banner oblivion

Display advertising can sometimes suffer from a phenomenon called “banner oblivion.” This means that users tend to ignore or overlook banner ads on websites and apps. With so much content and information online, it’s easy for display ads to blend in and go unnoticed by users.

This can be a challenge for advertisers who want their messages to stand out and grab attention. Despite the potential for banner oblivion, there are strategies that advertisers can employ to make their display ads more eye-catching and engaging.

By using compelling visuals, attention-grabbing headlines, and clear messaging, advertisers have a better chance of capturing the attention of their target audience and avoiding banner oblivion.

Ad blockers

Ad blockers are tools that people use to prevent display ads from appearing on websites and apps. These tools can be installed on web browsers or mobile devices. Ad blockers work by identifying and blocking the code that displays ads, making them invisible to users.

This can greatly reduce the effectiveness of display advertising since a large number of internet users now have ad blockers installed. In fact, studies show that around 30% of internet users in the United States use ad blockers.

This means that businesses need to find alternative ways to reach their target audience and promote their products or services effectively.

Best Practices for Display Advertising

Use eye-catching visuals, attention-grabbing headlines, clear messaging, relevant ad placements, and optimized landing pages.

Eye-catching visuals

Eye-catching visuals are a crucial aspect of display advertising. They grab the attention of users and make the ads stand out on websites and apps. By using vibrant colors, captivating images, and compelling designs, eye-catching visuals can effectively engage the audience and increase their interest in the advertised product or service.

Research has shown that visually appealing ads have higher click-through rates and improved brand recall. Therefore, incorporating visually striking elements in display ads is essential for making a lasting impact on potential customers.

Attention-grabbing headlines

Attention-grabbing headlines are a crucial component of successful display advertising campaigns. They play a key role in capturing the audience’s attention and enticing them to click on the ad.

A well-crafted headline can make a significant difference in the effectiveness of an ad, improving click-through rates and engagement.

When creating attention-grabbing headlines, it is important to keep them concise, clear, and relevant to the audience’s interests. The headline should highlight the main benefit or unique selling point of your product or service.

By using strong language, compelling words, and providing a sense of urgency or curiosity, you can increase the chances of users taking notice and engaging with your ad.

Additionally, testing different variations of headlines can help determine which ones resonate best with your target audience. Split-testing allows you to compare multiple versions of ads with different headlines to identify which one performs better in terms of click-through rates and conversions.

Clear messaging

Relevant ad placements

Display advertising can be more effective when the ads are placed in relevant locations. Here are some tips for choosing the right ad placements:

  • Target websites or apps that attract your target audience
  • Consider websites or apps that align with your industry or niche
  • Choose platforms that have a high level of user engagement
  • Look for websites or apps that offer ad placements that are visible without being obtrusive
  • Consider the context in which your ad will appear and ensure it is relevant to the content nearby

Optimized landing pages

Optimized landing pages are important for successful display advertising. Here’s why:

  • They provide a clear and seamless user experience.
  • They match the design and messaging of the display ad, creating consistency.
  • They have compelling calls-to-action that encourage users to take the desired action.
  • They load quickly, reducing bounce rates and keeping users engaged.
  • They are mobile – friendly, catering to the increasing number of mobile consumers.
  • They provide relevant information that aligns with the user’s expectations from the ad.


In conclusion, display advertising has its pros and cons. It can reach a wide audience, grab attention, and raise brand awareness. However, it may have low conversion rates, lack control over reputation, and be ignored by users.

Before using display ads, consider your marketing goals carefully and weigh the options to make an informed decision.


1. What are the benefits of display ads?

Display ads can increase brand awareness, reach a wider audience, and drive traffic to your website or landing page.

2. Are there any downsides to using display ads?

Yes, some downsides of display ads include ad blindness (where users ignore or overlook the ads), higher costs compared to other advertising methods, and potential for low click-through rates.

3. How effective are display ads in generating conversions or sales?

The effectiveness of display ads in generating conversions or sales varies depending on factors such as targeting, ad design, and relevance to the audience. It’s important to monitor performance metrics and make adjustments accordingly.

4. Are there any alternatives to display ads?

Yes, alternatives to display ads include search engine optimization (SEO), social media marketing, influencer partnerships, email marketing, and content marketing. It depends on your specific goals and target audience which method may be most effective for you.

Similar Posts