If you’re looking to find top examples of display advertising, you’re reading the right blog.
Digital marketing has completely changed how advertising works. Everywhere we look on our screens, ads are competing for our attention. Bright colors, fun animations, and clever jokes are just a few tricks brands use to grab our interest and turn us into customers.
Display ads are one of the most effective tools for this. Most businesses promote their products and services online. These ads appear on websites, apps, or social media in the form of banners, images, or videos. In this article, we’ll explore real-life examples of display advertising, how they work, and why they are an effective way to reach a broader audience.
Let’s get started!
Key Points
- Striking visuals, such as high-quality images, bold colors, and well-placed logos, are essential for grabbing attention and creating memorable ads.
- Simple, clear headlines, engaging body copy, and strong calls to action (CTAs) like “Start Free Trial” or “Shop Now” turn views into clicks and conversions.
- Organized layouts with balanced elements, effective use of whitespace, and clear hierarchy ensure the ad captures attention without overwhelming the viewer.
- Ad formats like banners, native ads, and pop-ups tailored to platform and audience preferences enhance visibility and interaction.
- Campaigns like Pfizer’s “More Than Medication” or McDonald’s personalized Valentine’s slogans show how emotional connections can make ads memorable and impactful.
What is Display Advertising?
One day, while browsing online, an ad for a pair of sneakers caught my attention. The design was sleek, and the headline said, “Step Up Your Game.” Though It wasn’t flashy or overcomplicated, but it worked. I clicked. That’s the beauty of a good display ad, it doesn’t just show you a product; it speaks to you, grabs your interest, and makes you want more.
Display advertising is a term used for all kinds of visual ads you see on websites, social media, apps, and other digital spaces. These ads use pictures, text, videos, or animations to grab people’s attention.
Brands use display advertising to make more people aware of their brand, drive visitors to their website, collect leads, or encourage actions like buying a product or signing up for a newsletter.
You can also target display ads to specific groups of people based on things like their age, interests, browsing habits, or location. This helps make sure the ads reach the right audience.
Here are some common types of display ads:
- Banner Ads: These are rectangular ads that show up on websites or apps. They can be static images or animations.
- Search Ads: These text ads appear on search engine results pages, targeting users based on their search terms and keywords.
- Pop-Up Ads: These ads appear in a new window or cover the content on a webpage, often interrupting the user’s browsing.
- Responsive Display Ads: These ads automatically adjust their size and format to fit different screens and ad spaces on various platforms.
- Native Ads: These ads blend in with the surrounding content of a website or platform, making them look natural and less intrusive.
- Google Display Network: This is a tool from Google that helps brands create and manage ads, including search, display, and video ads, across Google’s partner sites and platforms.
How Can You Tell If Some Display Ads Work Better Than Others?
Basically, there are five key elements that make display ads effective and successful. Let’s go through each one to understand them better, so you can use them to grab your audience’s attention.
#1. Visual Components
The visuals of your display ads are like the wallpaper in a room. At first, you might not notice it, but if it clashes with the rest of the room, it becomes impossible to ignore. To make your ads emotionally effective, ensure they are visually appealing. Focus on these key elements:
Colors- Colors in your ad can influence emotions and how people see your brand. They also play a big role in making your ad memorable. When picking colors, think about your brand’s personality and the emotions you want to evoke.
Here’s what different colors can communicate:
- Red: Urgency and energy.
- Blue: Trust and reliability.
- Muted colors: Calmness and relaxation.
- Vibrant colors: Attention-grabbing and energetic.
By choosing the right colors that match your brand’s values and your audience’s preferences, you can create impactful, emotionally engaging ads.
Images/Graphics- High-quality images or graphics are essential for catching attention. Clear, sharp, and creative visuals can make your ad stand out. Choose images that fit your product or service and align with your brand’s style.
While stock photos are convenient, custom or personalized photos can make your ads feel more authentic and relatable, which helps you connect better with your audience.
Logo – Always include your logo in your ads. It helps build brand recognition, trust, and consistency. Place your logo prominently, at the top or bottom of the ad, so viewers can easily associate your message with your brand.
#2. Text Elements
The text in your ads should be simple and easy to understand. Your product, service, or offer should be clear at a glance. Key text components include:
Headline – You’ll need to create four key pieces of text for Google display ads:
- A short headline (25 characters)
- A long headline (90 characters)
- Your business name
- A description (90 characters)
Keep in mind:
- Google ads might not show the description.
- Only one headline is shown at a time.
Your headline should quickly communicate your brand’s value or the offer’s unique story. It should work on its own without needing the description for context.
Body Copy – Body copy is the main text of your ad. It provides the details and supports the message in your headline. It should be:
- Clear and easy to read.
- Well-organized with proper spacing and alignment.
- Simple and focused on your product’s unique features.
Use fonts and sizes that are easy for your audience to read. Highlight key details, answer questions, and keep the message engaging.
Call to Action (CTA) – A strong and clear Call to Action (CTA) is essential. It tells viewers what to do next. Effective CTAs are short, action-driven, and to the point. Examples, For a bakery: “Click for Yum” or “Order Fresh Cakes Now.” or For an online store: “Shop Now” or “Discover More.”
If you’re unsure which CTA works best, test two variations (keeping other elements the same) and see which performs better. A good CTA drives clicks and conversions.
#3. Layout
The layout of an ad is about organizing text, images, shapes, and colors in a way that grabs attention. A good layout can strongly influence how people respond to your ad. Here are the key elements of a good layout:
Hierarchy – Your ad needs to have clear and easy-to-read text. If people can’t understand the message, they won’t click, no matter how nice it looks.
To create a good hierarchy:
- Use different, complementary fonts.
- Highlight key information with bold or unique fonts.
- For extra details, stick to simple, traditional fonts.
- Make important parts stand out by using bold text or different styles.
Whitespace – Whitespace (or negative space) is the blank area between and around elements like text and images. It might seem unimportant, but it makes your ad more engaging and easier to read. Whitespace helps focus attention, improves readability, and gives your ad a clean, balanced look.
You can use whitespace in two ways:
- Micro whitespace: Small spaces between icons, text, or borders.
- Macro whitespace: Larger blank areas that emphasize your main message or call-to-action (CTA). This creates simplicity and makes your ad more appealing.
Balance – Balance is about making sure all parts of the ad—images, text, and whitespace—work well together. If these elements compete for attention, your ad will look messy. A balanced ad feels organized and is more effective at grabbing attention.
#4. Ad Sizes and Formats
Many people think the size of an ad doesn’t matter, but it’s actually very important. Ad size affects where and how users see it, and ultimately, how they interact with it. The size of your ad can increase or limit clicks, conversions, and impressions.
Best Ad Sizes – Google recommends these five top-performing ad sizes:
- Medium Rectangle: 300 x 250
- Large Rectangle: 336 x 280
- Half Page: 300 x 600
- Leaderboard: 728 x 90
- Large Mobile Banner: 320 x 100
Ad Formats – Google allows three image formats for ads:
- GIF
- PNG
- JPG
Make sure your ad banners don’t exceed 150KB in size, regardless of the format, to ensure they load quickly and work smoothly.
#5. Animation and Interactive Elements
Animated ads use motion to catch the viewer’s eye. These ads are made as HTML5 or GIF files and can show multiple frames, making it easier to tell a story or share a message. They keep viewers interested and encourage them to click.
You can use animated ads at any stage of your marketing plan. They outperform static ads when it comes to building brand awareness and work smoothly on almost every browser or operating system. No matter what device your audience uses, these ads perform well and are shared across the entire Google Display Network.
Animated ads include engaging features that marketers can track to improve their results. Key metrics to watch are engagement rates, interaction rates, video plays, mouse-overs, and more.
Note: Planning a display ad campaign can feel overwhelming, especially with so many details to keep in mind. That’s why I’ve put together a simple checklist to guide you through each step.
Whether you’re creating your first campaign or looking to improve an existing one, this checklist will help you stay organized and make sure your ads are set up for success.
Ready to create ads that grab attention and drive results? Download the checklist below!
Top Examples of Display Advertising That Drive Engagement
Here are some of the best display ads online to inspire your next ad campaign. But why should you pay attention to these examples?
Poorly done ads can hurt your business. If people find them irrelevant, they won’t engage, and you’ll waste money. However, good display ads can grab attention and encourage action.
The examples below will show you smart strategies to make your ads stand out.
#1. Disney+ – Dream Bigger, Stream Better.
Disney has been around for decades, but when it launched Disney+ streaming services, it used a variety of display ads to share its message.
The current Disney+ ad is a great example of display advertising. Its success comes from featuring popular characters and recognizable brand logos. Beloved characters are placed at the top to grab attention right away, while the brand logos in the middle make it clear what Disney+ offers.
The ad’s standout feature is the call-to-action (CTA) at the bottom, which says, “Start Free Trial.” This simple and compelling phrase encourages viewers to take action and not miss out!
#2. Adidas – Impossible is Nothing
Adidas created a campaign that stood out by connecting with sports fans worldwide. Their ad featured famous football players showing their unique pre-game rituals leading up to the FIFA World Cup in Qatar in 2022.
The campaign reminded fans why the World Cup is such a special event. By launching the ad at the perfect time and promoting it on popular sports websites and platforms, Adidas made the campaign a huge success.
#3. Budweiser – This Bud’s For You
Budweiser is known for being creative in how it advertises, especially since selling beer comes with strict rules. The brand works hard to grab attention while staying within these regulations.
One of Budweiser’s key strategies is to make their beer feel like the obvious choice for beer lovers. Their marketing focuses on themes like friendship, togetherness, and making everyone feel welcome. This campaign reflected those ideas perfectly.
To add emotion to their ads, Budweiser created eye-catching displays for different occasions, such as Labor Day, tying their beer to moments that bring people together.
#4. Apple – Shot on iPhone
Apple is well-known for its clever advertising. Their simple yet striking ads have made their products some of the most wanted gadgets in the world. But their ads don’t just focus on fancy designs or advanced features.
In their “Shot on iPhone” campaign, Apple showcased stunning photos taken with iPhones. Instead of using flashy graphics or bright illustrations, they let breathtaking landscapes and scenes speak for themselves.
By adding a strong call-to-action button, the campaign became a standout example of effective advertising.
#5. McDonald’s – I’m Lovin’
We all recognize McDonald’s catchy slogan, “I’m Lovin’ It,” and the tune that goes with it. For Valentine’s Day, McDonald’s gave the slogan a fun twist. They replaced “it” with the names of loved ones, creating a heartwarming campaign that connected with people worldwide.
The campaign was everywhere, on social media ads and billboards. Customers could even personalize the slogan themselves, making the campaign a huge hit.
#6. Samsung – Galaxy Z Fold5
Samsung’s Galaxy Z Fold5 is one of their newest and most unique smartphones, thanks to its foldable design. Just as the phone offers a fresh take on smartphones, Samsung used creative advertising to match its innovation.
Their ads showed characters and landscapes that seemed to pop out of the screen, giving viewers a 3D-like experience and a feel of what it’s like to use the foldable phone.
Interested in making eye-catching ads like these? Learn how to create animated HTML5 banner ads without any coding skills!
#7. Pfizer – More Than Medication
Pfizer’s “More Than Medication” campaign showed the power of pharmaceutical advertising. Since pharma companies deal with serious health issues, their ads need to be both impactful and respectful while following strict rules. This can be a challenge!
In this campaign, Pfizer shared a touching story about a young boy creating graffiti to cheer up his sick sister. The art was meant to give her hope during a tough time. Instead of promoting a specific product, Pfizer showed the industry how to connect with people on a deeper emotional level.
The display ads for the campaign featured a simple but meaningful message: Sometimes it takes more than medication. This message caught people’s attention and helped boost awareness of the Pfizer brand.
#8. Johnnie Walker – Keep Walking
Johnnie Walker, the world’s leading whisky brand, launched an inspiring campaign in 2021 called “Keep Walking.”
After 18 months of lockdowns due to the pandemic, the world was starting to reopen, and Johnnie Walker used this moment to share uplifting messages. Their goal was to motivate people to move forward and aim for a brighter future. The campaign featured display ads with positive and encouraging quotes to inspire everyone.
#9. Pepsi- Pop the Fun, Share the Moment
Pepsi often features famous celebrities in its ads, and one of their commercials includes Michael Jackson. His appearance adds a sense of glamour and connects Pepsi with pop culture.
Another key part of this ad’s success is its memorable slogan. The slogan highlights that Pepsi is for everyone, no matter their age. This helps the brand appeal to a wide range of people and attract more customers.
#10. New York Times – Truth You Can Trust
With fake news being a big issue, the New York Times stands out by promising accurate and trustworthy reporting. Their ad reassures viewers that they can rely on them for reliable information.
The ad also shows that the New York Times keeps up with changing times by focusing on current trends and important topics.
The call-to-action (CTA), “see my options,” makes the ad more personal and encourages people to check out their subscription choices. Finally, the strong positioning of the brand as a credible source of news makes this ad even more effective.
#11. GoPro – Be a Hero
During the COVID-19 pandemic, when much of the world came to a stop, some brands used this time to share creative and meaningful messages.
One of these brands was GoPro. Known for encouraging people to go on adventures and explore, GoPro switched things up with their “Be a Hero, Stay Home” campaign. They shared eye-catching images, taken with their GoPro cameras, to encourage people to stay safe and stay home.
This ad campaign appeared everywhere, from social media to news websites, making a strong impact.
#12. Adobe- Create Without Limits
Adobe created two ads with the same message but aimed at different groups. One ad is for businesses, offering affordable group plans. It’s clear and straightforward about what’s being offered. The other ad is for individuals working on similar projects.
Both ads include pricing, which is rare for a brand like Adobe, known for being expensive. Freelancers and small businesses often find it too pricey, so Adobe tackled this issue head-on by promoting a budget-friendly subscription option.
And let’s not forget the design! It’s eye-catching and shows off Adobe’s capabilities, making the ads hard to ignore and worth clicking on.
What Makes Display Ads Stand Out: 5 Key Lessons from Successful Campaigns
Display ads are everywhere, but not all of them grab our attention or inspire us to act. Some ads shine because they combine creativity, strategy, and a deep understanding of their audience. From Disney+ to Apple, these examples teach us valuable lessons about how to make display advertising truly effective.
Here are five major takeaways from the best display ads.
#1. Clear and Simple Messaging Wins
Successful ads, like Apple’s “Shot on iPhone” campaign, use simple messages that stick. Instead of overloading the audience with information, they focus on one strong idea or benefit. Clear headlines and engaging visuals make it easy for viewers to understand the ad at a glance.
Tips: Keep your message straightforward and let your visuals do the heavy lifting.
#2. Personal Connection Creates Impact
McDonald’s Valentine’s Day campaign, which personalized its slogan, showed how connecting with people’s emotions can make an ad memorable. By tailoring messages to their audience’s feelings, McDonald’s made people feel seen and valued.
Tips: Build a personal connection with your audience by tapping into emotions or special occasions.
#3. Strong Visuals Grab Attention
Disney+ and Samsung’s “Galaxy Z Fold5” ads stood out because of their stunning visuals. Eye-catching images and creative layouts make people stop scrolling and take notice. Using vibrant colors, high-quality graphics, and a clean design helps brands communicate effectively.
Lesson: Invest in high-quality visuals that immediately capture attention.
#4. Timing Is Everything
Adidas’s “Impossible is Nothing” campaign launched during the FIFA World Cup, making it perfectly timed to resonate with sports fans. Similarly, Johnnie Walker’s “Keep Walking” campaign inspired optimism as the world reopened post-pandemic. Launching ads at the right moment amplifies their relevance and impact.
Lesson: Time your campaigns to align with events, seasons, or cultural moments for greater engagement.
5. Call-to-Action Drives Results
A strong and clear call-to-action (CTA) can make or break an ad. Disney+ nailed it with “Start Free Trial,” which encouraged immediate action. A good CTA tells viewers exactly what to do next, whether it’s to “Shop Now,” “Sign Up,” or “Discover More.”
Lesson: Always include a clear CTA to guide your audience toward the next step.
These lessons show that great display ads don’t just sell, they connect, inspire, and engage. By focusing on clear messaging, emotional connections, eye-catching visuals, perfect timing, and strong CTAs, you can create ads that stand out and drive real results.
Final Thoughts
Display advertising is both an art and a science. As these examples show, the most engaging ads are those that combine striking visuals, clever copy, and a deep understanding of the audience. Whether it’s through personalization, emotional storytelling, or minimalist design, each of these campaigns offers valuable lessons.
The next time you create an ad, remember, great display ads don’t need to shout; they just need to connect. Whether it’s humor, inspiration, or breathtaking visuals, the best campaigns know how to speak directly to their audience.
Frequently Asked Questions
What is an example of a display advertisement?
A common example of a display ad is a banner ad you see on a website. It’s usually a rectangular graphic with text and images, placed at the top or side of the page, promoting a product or service. It often includes a clickable link for more details. Any visual ad you see on a website or app, like a pop-up, video ad, or image within the content, is also considered a display ad.
What are the types of display advertising?
Here are some common types of display ads:
- Banner Ads – These are rectangular or square ads that appear in noticeable spots on web pages. They can be simple images, moving GIFs, or interactive designs.
- Native Ads – These ads match the look and feel of the app or website they are on. They are designed to fit in seamlessly and target specific audiences.
- Interstitial Ads – These are full-screen ads that appear at natural pauses, like between app screens. They can include text, pictures, videos, or interactive elements.
- Retargeting Ads – These ads reach people who have already interacted with your brand, like visiting your site or leaving items in their cart.
- Responsive Ads – These flexible ads adjust to different screen sizes and devices. They automatically change their format, text, and images to look their best.
Is YouTube a display advertising?
Yes, YouTube is a platform for display advertising. It lets businesses use paid visual ads placed next to videos to achieve important goals. To understand their value, you need to see how these ads work within YouTube’s advertising system.
How to start with display advertising?
To begin with display advertising, start by setting clear goals for your campaign. Choose a display network like Google Ads and decide who you want to target. Design eye-catching ads with interesting text, then set up your campaign using the right targeting options. Keep an eye on how your ads are performing and make changes based on the results to improve their reach and engagement.
How successful are display ads?
The simple answer is: Yes. Even though display ads might seem pricey compared to how many people click on them, they usually bring a good return on investment (ROI) for most businesses. However, when you look at the numbers, the results might not seem very impressive at first.
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