What is advertising? In the broadest sense, it’s a communication tool between a brand and its potential customer. Advertising can inform, persuade, remind, entertain, or simply keep the brand visible to its audience. It takes many forms — from straightforward discount announcements to emotional storytelling that shapes the company’s image.
One of the key types of advertising communication is display advertising. It’s not just a banner on a website or a video in a social media feed — it’s a comprehensive system of tools designed to build long-term relationships with the audience, generate or strengthen demand, and increase brand awareness.
With the rapid growth of the internet, display advertising has evolved far beyond traditional channels, such as TV and radio. Online display advertising allows brands to appear wherever modern audiences spend their time — on social media, YouTube, news sites, and mobile apps. At the same time, the digital environment has unlocked new advantages for the format: flexibility, personalization, interactivity, and — most importantly — measurable results.
In this article, we’ll take a closer look at what display advertising is, how it works, how it differs from performance advertising, and why it’s an essential tool for building a strong brand.
So, what exactly is display advertising?
Display advertising is a format of brand communication focused on generating demand rather than driving immediate sales.
Display ads are about image and influence, not about today’s discount or instant conversion.
Many display ad formats are familiar to us since childhood: TV commercials, billboards, and radio jingles. In the digital age, these formats have evolved into online display advertising — banners, videos, native posts, and interactive ads. While digital initially borrowed its advertising approaches from offline media, the last decade has seen a true rise of online display as a powerful channel in its own right.
Display impact is the power of impression
Display impact is the ability of an advertising message to influence emotions, leave a mark in the audience’s memory, and stand out from the noise. It’s shaped by:
- strong visuals and high-quality creative;
- frequency of impressions (so the ad sticks in the viewer’s mind);
- the overall tone and message the ad conveys.
This isn’t something that works instantly, but it works over time. As a result, display advertising becomes the foundation for building long-term relationships between a brand and its audience.
Display vs. Performance Advertising: Key Differences
Unlike display advertising, performance advertising focuses on a specific, measurable action — a click, a purchase, a sign-up, or a call. It’s a fast, technical, and precisely targeted tool designed to lead the user straight to the “buy” button.
But display and performance advertising aren’t competitors. Their goals, approaches, and timelines are different, which is exactly why they work best together. Like a duet: one captures attention, the other seals the deal.
| Criterion | Display advertising | Performance advertising |
| Primary goal | Generating demand, building awareness | Driving conversions, direct action |
| Formats | Video, banners, native ads, rich media | Search ads, Shopping, CTAs on social media |
| Placement channels | GDN, YouTube, Meta, online media | Google Search, TikTok Ads, Instagram Direct |
| KPI | Reach, frequency, brand lift, awareness | CTR, CPA, ROAS, leads |
| Time horizon | Long-term | Short-term |
| Creatives | Emotional, image-focused, visually rich | Simple, functional, with a clear call to action |
| Brand impact | Builds associations, brand image, and trust | Can strengthen positioning, but doesn’t build the brand |
Some performance formats can be used for display goals — for example, a video with an “Install App” button or a banner that leads not to a sale but to a brand page. Still, the key difference lies in the ultimate objective: to sell now vs. to lay the groundwork for a future purchase.
Display advertising isn’t about “selling now” — it’s about “being top of mind when the user is ready to buy.”
Examples: What does display advertising look like?
To understand how display advertising works — both online and offline — let’s look at real-world examples, from timeless classics to modern digital campaigns.
“Holiday’s coming” — a classic example of display impact
Coca-Cola’s ad featuring red trucks and a festive jingle is one of the most iconic examples of a display campaign etched into the memory of millions. It aired on TV every winter and became associated not with the product itself, but with the feeling of the holidays. That’s what display impact is all about — creating emotion, not just driving sales.
BMW 2 Series Gran Coupé — launching a new product
Another example is a video ad filmed in Kyiv to introduce the new BMW 2 Series Gran Coupé. The goal wasn’t just to sell a car, but to express the brand’s character through style, speed, and aesthetics. The campaign aimed to strengthen brand image and shape the perception of the new model among an audience already loyal to BMW.
TEMU — blending brand and call-to-action formats
The ad for online retailer TEMU is a great example of hybrid display advertising in the digital space — blending brand storytelling with a direct call to action. The video features a clear narrative, branded visuals, a recognizable slogan, and constant logo presence — all while showing an “add to cart” button. This mix of emotional impact and performance makes it an ideal approach for e-commerce in today’s digital landscape.
newage. case studies: modern Ukrainian display campaigns
Now, let’s take a look at how display advertising works online in the Ukrainian context — through case studies from the newage. agency.
- MAUDAU: display as a traffic catalyst – A campaign for MAUDAU resulted in a +24% increase in direct traffic and a +32% boost in branded PPC. 👉 For more details, see the full case study here.
- OLX: deep engagement from a brand campaign – In the “real estate” category, chats and contact views increased by 5.9x, while calls grew 1.5x as a result of the display campaign. 👉 For more details, see the full case study here.
- Prom: display impact on conversions – Users who saw the display ads converted 12% more often, even without clicking on the ad. 👉 For more details, see the full case study here.
Display advertising works when it builds brand awareness, creates an emotional connection, and sets the stage for action. It doesn’t pressure — it shapes perception and influences decisions when the time is right.
Want to achieve the same effect? Reach out to the newage. team to launch display advertising that elevates and reinforces your brand.
How display advertising works: formats, platforms, goals, and performance measurement
Display advertising is a flexible tool that can be tailored to a specific goal — to inform, engage, or build trust. It all depends on the format you choose, where you place it, and who you’re targeting.
Display ad formats: from banners to interactive experiences
Online display advertising includes an entire ecosystem of formats tailored to different brand goals — from capturing attention to immersing users in storytelling.
- Banner ads – the most common format: static or animated images shown on websites, mobile apps, or within video content.
- Video ads – clips on platforms like YouTube, Facebook, or TikTok. Ideal for conveying emotion, storytelling, and showcasing products.
- Rich media – interactive ads with animation, effects, or dynamic elements that capture and hold user attention.
- Native ads – seamlessly integrated into content (e.g., a sponsored article on a news site or blog) and aligned with the platform’s tone and style.
These formats can be scaled, personalized for different audiences, and A/B tested — all thanks to the flexibility of digital environments.
Placement platforms: where your display ads live
Display advertising isn’t limited to a single channel. It appears wherever your audience spends time:
- Google Display Network (GDN) – access to millions of websites and apps with precise targeting options.
- YouTube – a massive video platform for both brand-building and performance-driven campaigns.
- Meta (Facebook, Instagram) – cross-format advertising in feeds, Stories, and Reels.
- Programmatic – automated ad buying via DSPs with intelligent targeting and scalable reach.
- News portals and local media – ideal for boosting presence in niche or regional markets.ення присутності на нішевих ринках.
These channels allow you to build a multi-layered strategy, where each format plays a specific role in the engagement funnel.
When and for whom does display advertising matter
Display advertising is a strategic tool, and it’s most effective in the following scenarios:
- New brands or products: when there’s no existing demand and it needs to be created.
- Complex or high-cost services: where trust is essential before action (e.g., cars, insurance, B2B).
- Competitive markets: where standing out requires more than just price, brand image matters.
- Brand repositioning: when a brand wants to shift or strengthen its perception (e.g., from “cheap” to “high quality”).
When you shouldn’t rely solely on display: if the goal is to “sell in a day” without a prepared market or compelling offer. Display advertising doesn’t push — it sets the stage for a decision.
How do you measure the effectiveness of display advertising?
With display advertising, results aren’t always immediate, but they are measurable, and often quite precise:
- Reach and frequency: how many unique users saw the ad, and how often.
- Brand lift: growth in brand awareness, associations, or trust (measured via surveys or Google Brand Lift studies).
- Branded traffic uplift: an increase in searches or direct visits using the brand name.
- Post-view analytics: what users did after seeing the ad, even without clicking.
- A/B testing: comparing behavior between those exposed to the ad and a control group that wasn’t.
The impact of display advertising often becomes visible after several weeks or even months. It’s an investment in your brand, not a tool for instant results.
Display advertising: not noise, but strategy
Display advertising isn’t just background noise — it’s a strategic investment in how your brand is perceived and remembered. It doesn’t chase quick wins but lays the groundwork for growth: awareness, trust, and loyalty. And with that foundation in place, performance channels become much more effective.
In the digital space, display advertising has become especially powerful, flexible, personalized, data-driven, and interactive. It opens up entirely new possibilities for brands to connect and grow.
Planning a campaign or looking to strengthen your brand presence in the media space?
Get in touch — we’ll help you build an effective display strategy:
– from concept to creative,
– from precise launch to in-depth performance analysis.
Contact newage. — and let’s make your media presence truly stand out.
FAQ: Common Questions About Display Advertising
Is display advertising the same as banner ads?
Not exactly. Banners are just one format. Display advertising also includes video ads, native ads, rich media, and even interactive creatives.
Is display advertising suitable for small businesses?
Yes, but only with a clear goal, such as building local awareness or launching a new product. For quick sales, it’s better to combine it with performance marketing tools.
When can you expect results from display advertising?
Usually, not instantly. The effect accumulates over time as brand awareness builds and trust grows. Initial shifts can often be seen within 2 to 4 weeks.
How can you tell if your display campaign “worked”?
By tracking reach, frequency, brand lift, increases in direct traffic, and behavioral changes in other channels (such as improved conversions in performance marketing).
What budget is needed to get started?
It depends on your goals and the platform. However, even with a modest budget, you can launch an effective campaign, especially in local or niche markets.