Display Advertising

Display advertising is a form of digital paid media that uses visual banner ads - images, animations, or rich media formats - placed across websites, apps, and digital networks to reach targeted audiences. In the context of influencer marketing, display advertising represents the programmatic, brand-controlled advertising channel that often runs alongside - or in complement to - influencer campaigns. Understanding display advertising is essential for any marketer managing a full digital media mix.

What is Display Advertising?

Display advertising encompasses all visual, non-search digital ad formats:

• Banner ads - rectangular image ads placed at the top, bottom, or sides of web pages
• Rich media ads - interactive or animated ads with video, expandable elements, or dynamic content
• Native display ads - ads designed to match the look and feel of the surrounding content
• Programmatic display - automated buying and serving of display ads across ad exchanges in real-time

The key characteristics that distinguish display from other ad formats:

• Visual-first - relies on imagery rather than text
• Impression-based - typically bought on CPM (cost per thousand impressions)
• Broad distribution - served across networks of thousands of websites and apps
• Brand-controlled creative - the brand controls the exact message, design, and targeting

Display Advertising vs. Influencer Marketing

Display advertising and influencer marketing represent different ends of the trust and control spectrum in digital marketing:

| Dimension | Display Advertising | Influencer Marketing |
|---|---|---|
| Creative control | Brand-controlled | Creator-led |
| Trust level | Low (banner blindness) | High (peer recommendation) |
| Targeting | Demographic/behavioural | Audience self-selection |
| Content format | Standardised ad units | Native, platform-organic content |
| Measurement | Impression, click, conversion | Engagement, reach, conversion |
| Cost model | CPM, CPC, CPA | Flat fee, affiliate, CPM |

Display advertising suffers from well-documented "banner blindness" - audiences habitually ignore standard display ad placements. This has driven significant interest in influencer marketing as an alternative that delivers brand messages within trusted, native content contexts.

How Display and Influencer Campaigns Complement Each Other

Rather than choosing one or the other, sophisticated brands use display advertising and influencer marketing as complementary layers in their media strategy:

Sequential targeting. Brands can retarget users who interacted with influencer content (visited the brand's website via an influencer link) with display ads, reinforcing the brand message with users who have already demonstrated interest.

Reach extension. Display advertising extends campaign reach to audiences that influencer content didn't reach, using similar demographic and interest targeting.

Influencer creative in display. User-generated and influencer-created assets - often more engaging than studio-produced creative - can be repurposed as display ad creatives (with appropriate usage rights licensing). This is a particularly valuable practice because creator-style content frequently outperforms traditional ad creative in CTR and conversion rate.

Halo effect measurement. Brands can measure the lift in display ad performance that occurs during and after influencer campaign periods - quantifying the awareness effect of influencer content on receptiveness to paid display.

TANKE, an influencer marketing agency in Paris, writes this glossary from the campaigns it runs for brands since 2014. Talk to us about your project.