Display advertising, also known as banner advertising, is a popular form of online marketing in which graphic adverts are placed on websites, in apps or on social media. This form of advertising has been constantly evolving since the early days of the internet and is now an integral part of many companies' digital marketing strategies. Display ads can have different formats, from simple static images to animated graphics, videos or interactive content.

A key advantage of display advertising is its visual nature. By using eye-catching graphics, appealing colours and creative designs, companies can attract the attention of users and convey a strong brand message. This type of advertising is particularly effective in raising brand awareness and increasing the visibility of a product or service in a digital environment. In addition, display advertising allows targeted messages to be sent to specific customer segments, improving the relevance and effectiveness of campaigns.

Another important aspect of display advertising is the possibility of precise targeting. By using data and advanced targeting technologies, advertisers can target their adverts to users who have certain demographic characteristics, specific interests or are at a certain stage of the purchase decision process. This makes the adverts more relevant to users and improves the chances of a successful conversion.

Measurability is another important advantage of display advertising. Unlike traditional forms of advertising, online advertising provides detailed data on the performance of each advert. Advertisers can track exactly how many people have seen their adverts, how many have clicked on them and how these interactions have led to conversions. This data is crucial for understanding the effectiveness of campaigns and allows companies to adapt their strategies accordingly.

However, display advertising also faces challenges, particularly with regard to ad blindness. Many internet users have learnt to ignore banner ads, which makes it more difficult to attract their attention. In addition, overly intrusive or irrelevant adverts can disrupt the user experience and lead to a negative perception of the brand. It is therefore important that advertisers think carefully about the design, placement and targeting of their adverts.

In conclusion, display advertising offers a powerful and flexible way to advertise online and increase brand exposure. By combining creative design, targeting and data-driven optimisation, companies can create effective campaigns that both capture users' attention and deliver measurable results. Despite some challenges, it remains an indispensable tool in the digital marketing mix.