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Online display

Online display refers to non-classified advertising on websites. Banners are graphical ads served onto a webpage. A range of formats is available, including rich media ads that expand on user interaction, overlays on the content and interstitials that appear while a page is loading. Online display is a fast-developing channel due to the rise of programmatic trading. It faces a number of challenges, including ad fraud, the rise of ad blocking, and issues around the viewability of online ads.

Key Reading

Important papers from across the Warc database

How a risk-based approach enables brands to best tackle safety concerns around the placement of display, video or native ads adjacent to illegal or inappropriate content.
This paper provides a best practice guide to boosting the return on investment of digital marketing.
A guide to running rich media campaigns, with examples of brands creating compelling content.
A guide to ensuring media transparency and brand safety.
How creative optimisation can enhance the performance of digital advertising.

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