Jul 12 2023 
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Display advertising has become an integral part of digital marketing strategies, allowing businesses to showcase their products or services to a vast online audience. With numerous display ad platforms available, it can be challenging to determine which ones are the most effective and suitable for your specific needs. Display advertising platforms also offer a range of ad formats to suit different campaign objectives and creative requirements. These formats can include static image ads, video ads, rich media ads, carousel ads, and more. Advertisers can choose the format that best represents their brand and engages their target audience effectively. Here we will discuss the 15 best display ad platforms to consider in 2023, based on their features, targeting capabilities, reach, and overall performance.
What Are Display Advertising Platforms?
Display advertising platforms are online platforms that enable businesses and advertisers to create, manage, and display their digital ads on various websites, apps, and other digital platforms. These platforms provide the infrastructure and tools necessary for businesses to run display ad campaigns effectively. Display advertising platforms offer features such as ad creation, targeting options, ad placement, bidding mechanisms, analytics, and optimization tools. They act as intermediaries between advertisers and publishers, facilitating the process of displaying ads to the intended target audience.
These platforms typically have access to a vast network of websites, apps, and other digital properties where the ads can be displayed. They leverage this network to reach a wide audience and provide advertisers with options to target specific demographics, interests, behaviors, or other parameters to ensure their ads are shown to the most relevant users.
Furthermore, these platforms provide tracking and analytics tools to measure the performance of ads and campaigns. Advertisers can monitor metrics such as impressions, clicks, conversions, click-through rates, and return on ad spend (ROAS). This data-driven approach allows advertisers to optimize their campaigns, make data-informed decisions, and improve their overall advertising effectiveness.
Importance Of Display Advertising in Digital Marketing
Display advertising plays a crucial role in digital marketing, offering numerous benefits to businesses looking to enhance their online presence and reach a wider audience. Here are some key points highlighting the importance of display advertising in digital marketing:
1- Increased Brand Visibility: Display advertising allows businesses to showcase their brand and messaging on various websites and platforms, significantly increasing brand visibility. By placing visually appealing ads in strategic locations, businesses can capture the attention of potential customers and create brand recognition.
2- Wide Audience Reach: Display advertising provides access to a vast online audience. Advertisers can leverage ad platforms with extensive networks, such as Google Ads and Facebook Ads, to reach millions of users across multiple devices and platforms. This wide reach increases the chances of connecting with potential customers.
3- Targeted Advertising: Display advertising offers advanced targeting options, enabling businesses to reach their desired audience more effectively. Advertisers can define their target audience based on demographics, interests, behaviors, and online activities. This level of precision allows for personalized messaging and increases the likelihood of engagement and conversions.
4- Remarketing Opportunities: Display advertising enables businesses to reconnect with users who have previously interacted with their website or shown interest in their products or services. Through remarketing campaigns, businesses can display ads to these potential customers as they browse other websites or social media platforms, keeping their brand top of mind and encouraging them to revisit and make a purchase.
5- Visual Impact: Display ads are highly visual and can incorporate appealing imagery, videos, animations, and interactive elements. This visual impact grabs users’ attention and engages them more effectively than text-based ads. The ability to showcase products, services, and brand messaging in a visually compelling manner can significantly increase ad effectiveness and drive user engagement.
Best Display Ad Networks for Publishers
Google Ads
Google Ads remains one of the most dominant display ad platforms due to its extensive reach and targeting options. With access to Google’s vast network, including YouTube and partner websites, it offers a wide range of ad formats and robust audience targeting features. Advertisers can utilize demographic targeting, keyword targeting, and remarketing options to reach their desired audience effectively.
Facebook Ads
Facebook Ads is the largest social media platform and provides powerful targeting capabilities based on demographics, interests, and behavior. Advertisers can create image ads, video ads, and carousel ads to engage with a highly active user base. The platform offers precise targeting options, including Custom Audiences, Lookalike Audiences, and detailed demographic targeting, enabling businesses to reach their ideal customers.
Instagram Ads
With its visually appealing and highly engaging content, Instagram Ads is a popular choice for businesses targeting a younger demographic. Leveraging Facebook’s ad platform, it offers targeting options based on interests, location, and demographics. Advertisers can create image ads, video ads, carousel ads, and story ads to effectively engage with Instagram’s active user base.
Twitter Ads
Twitter Ads provides an excellent opportunity for real-time engagement and brand awareness. Advertisers can target users based on keywords, interests, followers, and demographics. Twitter also offers video ads, promoted tweets, and app installation campaigns, allowing businesses to amplify their reach and engage with users in a concise and timely manner.
LinkedIn Ads
LinkedIn Ads offers a unique platform to reach professionals and decision-makers, making it ideal for B2B marketers. With targeting options such as job title, industry, and company size, businesses can generate leads, promote content, and build brand awareness among a relevant audience. LinkedIn also provides sponsored content, text ads, and dynamic ads for personalized campaigns.
Pinterest Ads
Pinterest Ads caters to businesses with visually appealing products or services. It enables advertisers to showcase their offerings through image-based ads, inspiring users to take action. Advertisers can reach users based on their interests, keywords, and demographics, allowing for highly targeted campaigns.
Amazon Advertising
As the world’s largest online marketplace, Amazon Advertising provides an excellent platform for e-commerce businesses. With options such as Sponsored Products, Sponsored Brands, and display ads, advertisers can increase product visibility and drive sales. Amazon Advertising also offers advanced targeting options based on search queries, customer behavior, and product categories.
Snapchat Ads
Snapchat Ads is known for its engaging and immersive ad formats, making it a popular choice for businesses targeting a younger audience. Advertisers can create vertical video ads, story ads, and collection ads to deliver captivating content to Snapchat’s user base. The platform provides various targeting options, including demographics, interests, and location.
TikTok Ads
TikTok Ads is a rapidly growing platform that offers advertisers the opportunity to reach a large and highly engaged user base. With video ads, brand takeovers, and hashtag challenges, businesses can create viral content and boost brand awareness. TikTok Ads provides precise targeting options, including interests, behaviors, and demographics.
Microsoft Advertising
Microsoft Advertising (formerly Bing Ads) allows businesses to reach a diverse audience across the Microsoft Search Network, including Bing, Yahoo, and AOL. Advertisers can target users based on search queries, demographics, and device type. Microsoft Advertising offers various ad formats, including search ads, display ads, and native ads.
Taboola
Taboola is a native advertising platform that focuses on content discovery. Advertisers can promote their content on high-traffic websites, reaching users who are actively consuming related articles and videos. Taboola provides advanced targeting options based on audience interests, location, and device type.
Outbrain
Similar to Taboola, Outbrain is a native advertising platform that helps businesses promote their content across a network of premium publishers. Advertisers can leverage Outbrain’s targeting capabilities to reach a relevant audience and drive engagement with their articles, blog posts, or videos.
AdRoll
AdRoll is a comprehensive display advertising platform that offers retargeting, prospecting, and performance marketing solutions. Advertisers can create personalized campaigns across multiple channels, including display, social media, and email. AdRoll provides audience targeting based on behavior, demographics, and interests.
Criteo
Criteo is a performance marketing platform that specializes in personalized retargeting and dynamic product ads. Advertisers can deliver highly relevant ads to users who have previously shown interest in their products or visited their website. Criteo offers advanced audience targeting and optimization features to maximize campaign performance.
MediaMath
MediaMath is a programmatic advertising platform that combines data-driven insights with real-time bidding capabilities. Advertisers can reach their target audience across various devices and channels, including display, mobile, video, and social media. MediaMath offers advanced targeting options, data management, and optimization tools to enhance campaign performance.
How To Choose the Right Display Advertising Network?
Step 1: Define Your Advertising Goals and Target Audience
Before selecting a display advertising network, clearly define your advertising goals and identify your target audience. Ask yourself the following questions:
- What are your specific objectives? Do you want to drive brand awareness, increase website traffic, generate leads, or boost conversions?
- Who is your target audience? Consider their demographics, interests, behaviors, and online habits. This will help you choose a network that can effectively reach and engage your desired audience.
Step 2: Evaluate Networks Based on Key Criteria
Once you have a clear understanding of your goals and target audience, evaluate display advertising networks based on the following criteria:
1- Reach and Targeting Capabilities: Look for networks with a broad reach that can target your desired audience effectively. Consider the network’s ability to target based on demographics, interests, behaviors, location, and other relevant parameters.
2- Ad Formats: Assess the range of ad formats offered by the network. Ensure they align with your campaign goals and allow for creative flexibility. Look for options such as static images, videos, carousel ads, or interactive formats.
3- Network Quality: Research the reputation and quality of the network and its partner websites and apps. Make sure they adhere to industry standards and provide a brand-safe environment for your ads.
4- Analytics and Optimization Tools: Consider the network’s analytics and optimization capabilities. Look for networks that provide robust tracking and reporting features, allowing you to monitor key metrics and optimize campaigns accordingly. Features such as A/B testing, audience insights, and campaign automation can further enhance performance.
5- Pricing Models: Evaluate the network’s pricing models and costs. Determine whether they align with your budget and campaign objectives. Consider pricing models such as CPM, CPC, or CPA, and choose the one that suits your needs.
By following these two steps and considering the relevant criteria, you can select a display advertising network that aligns with your goals, effectively reaches your target audience, and provides the tools and support necessary.
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