Display Advertising

It’s been a while, since the first online display advertisement or a simple clickable banner appeared on the online marketing landscape. If you remember, back in the dot-com heydays, almost every website had a big banner on top of their homepage. It was considered the first online advertising model but it was also considered less cost-effective and went into a steep decline.

Display Ads

Display Ads

Fast forward to 2013. Things have changed considerably. Now you can see display ads in different sizes and formats: images, text, video and rich-media. Innovation, technology, creativity and advertising networks have played a huge role in helping display ads make a huge come back.

No question about it, display advertising is here to stay and can be highly effective for branding , reaching target customers and maximizing revenue. Online advertisers can now track consumers with cookies and browser history to determine Geo-location and display their ads instantly in states and cities where their products or services are sold. In addition to this, you can track how many people saw the ad, clicked on it and bought something from your site.

In the next few days we’ll begin to explore , with a series of posts, the ad display landscape and offer you the basics on display advertising. To get you started on some of the basics. Here are the most common ad sizes and formats. According to Google’s Display Network, the most commonly used display sizes are:


  • Leaderboard (728×90)
  • Banner (468×60)
  • Skyscraper (120×600)
  • Wide skyscraper (160×600)
  • Square (250×250 pixels)
  • Medium rectangle (300×250)
  • Large Rectangle (336×280)

(size dimensions in pixels)



  • Image Ads (these are basically static or animated ad banners with graphics, background colors and custom layouts hyperlinked to an advertiser’s site.)
  • Rich Media Ads (essentially this are animated  image ads that offer an interactive experience and can trigger some type of functionality within the banner.)
  • Video Ads (these type of ads can display embedded video and played when a user opens the web page, they can also include interactive elements.)

Now that we have a clear understanding of the basics, let’s talk about the importance of tracking and the standard metrics to monitor display ads.

Once your ad is live, you’ll want to monitor how effective is in attracting clicks from your potential customers. The most efficient and commonly way of tracking your ads is through an analytics tool like Google Analytics or a service provided by an ad network.

But how do you know what to look for. What metrics should you use in order to adjust the performance of your online campaign? Here’s a list of metrics used to monitor display ads:

  • Impressions
  • Clicks
  • Clickthrough rate
  • Conversions
  • Cost per click
  • Cost per conversion

Understanding these metrics and selecting which are the most important ones, will depend on your campaign objectives.


Next posts: Understanding metrics, ads display networks and mobile ads