Display advertising refers to advertising that incorporates text, logos and pictures or images positioned on a website or search engine. It is different than Google’s text, or classified advertising, in that it not only includes the brand’s message, but the business’s overall brand.

Believe it or not, display advertising has been around for centuries as billboards, fliers, posters, print magazine and newspaper advertising.

Why are we telling you this? It has occurred to us that digital display advertising is often not clearly defined.

Contrary to popular belief, digital display advertising is not expensive. It is directly proportional with its size and its placement on the host site. The Internet has also allowed for more creative and visually appealing display ads because of rich media. Furthermore, it has allowed media providers to offer a greater return on investment to their clients with targeting and tracking.

The types of display ads vary from one carrier to the next. The most common display ads are leaderboards, banners, medium rectangles and footerboards. In recent years, the invasion of creative display options for brands has been significantly better, although some brands have yet to welcome dynamic display ads into their marketing.

Dynamic display advertising can also be referred to as dynamic creatives or dynamic banners, but it is defined as a banner ad which is created dynamically (or whose content is created dynamically) at the time of display, instead of being pre-programmed with fixed content.

In other words, dynamic advertising changes based on the user’s activity on any given website. You may see this on Facebook and Twitter because ads are targeted to certain users with specific interests rather than the account holder’s entire audience.

In plain English, dynamic display advertising is targeted advertising.

Marketers must clearly define their audience before placing their dynamic ads on any given site. That’s not to say that static display advertising is not targeted, rather the website that you select to host your banner or medium rectangle must have a similar target audience as your business.

Another clear differentiating factor is that static advertising is charged by month or impressions — this varies from one media carrier to the next. Both are equally beneficial and your budget will determine what works best for your company.

Dynamic display advertising is commonly a cost-per-click [CPC] model and prices will vary from one host site to another.

Before selecting the type of display advertising you should buy, whether static or dynamic, determine your monthly budget and do your research on industry media sites and their target audience. You will be in a better position to make a more informed decision to increase awareness of your business, boost conversions and generate a positive return on your investment.

What type of display advertising has worked for you? Comment below to start the conversation.