As a marketer, it is important to understand the various advertising options available in today’s digital age. One of the most popular forms of online advertising is display advertising. Display ads are graphical advertisements that appear on websites or apps, and can be either static or dynamic. There are many benefits to using display ads, but there are also some pitfalls that marketers should be aware of. In this article, we will explore the benefits and pitfalls of display advertising to help marketers make informed decisions.

Benefits of Display Advertising

1. Increased Brand Awareness

Display advertising is a great way to increase brand awareness. Brand awareness is the degree to which consumers recognize and remember your brand. Display ads are visually attractive and can help to increase brand recognition among those who see it. As more people become aware of your brand, the likelihood of consumers engaging with your brand increases.

2. Targeted Advertising

One of the biggest benefits of display advertising is the ability to target specific audiences. Display ads can be targeted by demographics, location, interests, and behavior. This targeting allows marketers to reach specific audiences that are more likely to engage with their brand. The more targeted the advertising, the higher the likelihood of conversions.

3. Increased Website Traffic

Display ads can drive traffic to your website. By placing ads on websites that your target audience frequents, you can attract interested visitors to your site. This not only increases your website traffic, but it also helps to improve your website’s search engine ranking.

4. Remarketing

Remarketing is a powerful tool in display advertising. Remarketing allows marketers to target users who have previously interacted with their website or app. By targeting these users with display ads, marketers can remind them of their previous interaction and increase the likelihood of a conversion.

5. Cost-Effective

Display advertising can be cost-effective, especially when compared to other forms of advertising such as TV or print ads. Marketers have the ability to set budgets and pay for ads on a cost-per-click or cost-per-impression basis. This allows for greater control over spending and helps to maximize ROI.

Pitfalls of Display Advertising

1. Banner Blindness

Banner blindness is a phenomenon where users ignore banner ads due to their prevalence on the web. As users become more familiar with display ads, they become less likely to click on them. This can make it difficult for marketers to attract the attention of their target audience.

2. Ad Fraud

Ad fraud is a major issue in the display advertising industry. Ad fraud occurs when ads are not shown to real users or when clicks are generated by bots. Ad fraud can be costly and can lead to a decrease in ROI.

3. Ad Blocking

Ad blocking is a growing trend among internet users. Ad blocking software removes display ads from websites, making it difficult for marketers to reach their target audience. This can be especially problematic for marketers who rely solely on display advertising.

4. Creative Limitations

Display advertising has creative limitations due to the limited size of the ad unit. Display ads must be visually appealing and informative, but they must also be concise due to the limited space available. This can make it difficult for marketers to convey their message effectively.

5. Lack of Control

Marketers have limited control over where their display ads are placed. Display ads are placed based on targeting options, but the website or app owner ultimately decides where to place the ad. This lack of control can make it difficult for marketers to ensure that their ads are placed in appropriate locations.


Display advertising has its benefits and pitfalls, but it can be a valuable tool in a marketer’s advertising strategy. Increased brand awareness, targeted advertising, increased website traffic, remarketing, and cost-effectiveness are some of the benefits of display advertising. Banner blindness, ad fraud, ad blocking, creative limitations, and lack of control are some of the pitfalls. By understanding the benefits and pitfalls of display advertising, marketers can make informed decisions about whether or not to incorporate it into their advertising strategies.