Ever scroll through an app and spot an eye-catching ad for something that’s exactly your style? That’s the magic of display advertising: simple, yet effective. Display ads are a go-to strategy for brands looking to reach their target audiences with precision and scale. And they also come in many shapes and sizes, from sleek banners to attention-grabbing interstitials.
In this guide, we’ll break down what display ads are and the different formats available.
What is display advertising?
Display ads are the standard form of advertising found in online environments. These ads use visual elements such as images, videos, and animations to showcase a product or service. Display ads give advertisers reliable ad formats for their ad strategies and offer an easy-to-implement monetization method for publishers.
Standard display ad units
The standard ad units most commonly used for mobile web and in-app advertising include:
Banner ads
The most ubiquitous form of display advertising is the banner. With their ease of implementation and massive reach, banner ads are an essential part of today’s marketing mix.
This slim banner (320×50) is one of the most common ad formats seen on mobile, both in-app and mobile web. These banners are usually displayed at the top or bottom of the screen, where the ad won’t disturb the main content of the page. Though small, they are mighty: The standard banner is considered the most cost-effective and easy-to-launch mobile ad format, making it universally supported by publishers.
Medium rectangle
The medium rectangle is another common display ad size, both on mobile and desktop. It is often implemented in line with the native content. In comparison to the standard banner, medium rectangles allow for a bit more space for ad creatives (300×250).
Full-screen interstitial
On mobile, interstitial ads take up the full screen. There are many different creative formats for interstitial ads: static image, video, and interactive.
Either immediately or after a determined amount of time, the user has the option to exit and skip the ad. These ads offer high view rates and engagement rates. Since they take up the whole screen, interstitial ads are best implemented in the app’s natural content breaks. For example, gaming publishers usually utilize the end of a level to show an interstitial ad.
Splash ads
Splash ads are a type of full-screen interstitial that are shown immediately upon app launch or immediately after the launch (splash) screen. They make a key first impression on users when they open an app. Splash ads are either image or video, appear for 5 seconds, and are closable after 3 seconds.
Best practices for display advertising
Display ads are a powerful tool for reaching audiences and driving engagement — but only if they’re done right. A well-designed ad can grab a user’s attention, encourage interaction, and drive conversions. Here are some best practices for making the most of these common display ad sizes:
Banner ads
- Prioritize clarity
Use concise messaging and bold visuals that will stand out in a small space. - Avoid clutter
Too much text or imagery can make the ad hard to understand. - Include a clear CTA
A strong call-to-action (CTA) should be visible and actionable.
Medium rectangle ads
- Use eye-catching imagery
High-quality visuals or animations can boost engagement. - Test different creatives
A/B testing different designs can help optimize click-through rates. - Keep messaging direct
Users scroll quickly, so get to the point with a compelling CTA.
Interstitial ads
- Time it right
Fill the precious seconds before the skip button appears with attention-grabbing visuals. - Add an end card
End cards are an effective tool for reinforcing the video messaging that just played. - Reward users.
Rewarded video ads are user-initiated, offering the best user experience and creating a positive brand association. - Use a strong visual hierarchy
Ensure key elements like headlines, images, and CTAs are all well-structured and easy to digest.
Display ad spending trends
Each year, display ad budgets grow as these ads drive meaningful results for advertisers. With consistent double-digit annual growth, advertisers are spending more on display ads than ever before with programmatic dominating the space. In fact, programmatic display ad spending is expected to surpass $400 billion globally next year, which will account for 90% of total display ad spending.
Drilling down to mobile, we see that display is experiencing consistent 10% year-over-year growth as advertisers continue to recognize the value of handheld devices.
One thing’s for certain, the future of display advertising looks bright. Display advertising is a powerful tool for reaching and engaging mobile audiences, especially within apps where users are highly active. By leveraging the right formats, following best practices, and incorporating video-driven strategies, advertisers can maximize performance while ensuring a seamless user experience.
