The next widely deployed digital marketing channel is display marketing which takes along with it all forms of online advertising (be it across web, mobile or other emerging platforms like kiosk, surface, etc.) and is executed through graphical digital images similar to billboards, newspaper ads, and television ads. A display ad is typically embedded into a webpage and placed alongside content which is most related to the brand being advertised. We label this form of marketing as brand-based marketing, as the key objective here is to build the imagery of a brand and its elements (though it can also be used to generate leads and drive purchase through allied promotional messages).
The key elements which help develop this brand imagery (and differentiate this form of marketing from text based marketing like SEM) includes images, animation, sound, video, etc., embedded in the ad and with the development of rich media and dynamic ads (which are more graphical and interactive in nature), there is practically no limit to the kind of creativity and formats which can be generated to capture a visitor’s attention to a display ad.
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