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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

This article argues that digital advertising needs greater transparancy as advertisers allocate more of their budget to this channel and concerns are raised about viewability and fraud. Issues of great concern include budgets being spent on middle-men, lost on non-viewable impressions and frequency inaccuracies.
This paper provides a best practice guide to boosting the return on investment of digital marketing.
A report designed to help advertisers take advantage of programmatic advertising opportunities.
The use and effectiveness of large form digital ads for Special K, a cereal brand, in the US.
Findings from three charter studies involving leading global advertisers in the US, Europe, and Canada.

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