Digital Display Advertising Platform & Services

What is Display Advertising?

Display advertising is the digital art of showcasing eye-catching visuals — banners, images or videos — across websites and platforms. Its mission? Captivate audiences, elevate brand visibility and entice clicks. Through precise targeting and creative flair, it weaves a digital tapestry, guiding viewers on an immersive journey towards products, services and brands.

How Does Display Advertising Work?

Display advertising involves placing visual ads, such as banners or videos, on websites, social media platforms, and apps to reach a wide audience. These ads can be targeted based on user demographics, behaviors, and interests to maximize relevance and effectiveness. They are typically paid for on a cost-per-click (CPC) or cost-per-thousand-impressions (CPM) basis.

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What are the Benefits of Display Advertising?

Display advertising magnifies brand visibility, harnessing captivating visuals to allure audiences across digital realms. With precise targeting, it fosters relevance, ensuring messages resonate with intended demographics. Through analytics-driven optimization, it empowers businesses to refine strategies, maximizing engagement and conversions amidst the dynamic digital landscape.

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Connected TV Advertising Stats

+$66B

in U.S. Ad Spend¹

96%

of Advertisers Have Display Ads in Their Media Mix²

90%

of Display Ads Will Be Purchased Programmatically in 2024³

Why Should You Choose Viant for Your Display Advertising Solution?

With Viant’s display advertising solutions, advertisers can execute data-driven campaigns that command attention alongside all other advertising channels, allowing for true cross-channel optimization. Plus, machine learning capabilities in Viant’s DSP help solve the challenge of finding viewable inventory at scale. Finally, Viant’s in-platform advanced attribution suite provides advertisers transparent visibility into the success of their campaigns.

Data-Driven Execution

With our DSP, effectively deliver website ads across users’ smartphones, computers and tablets or complement an audio ad with a companion banner. Further inform efforts by layering in audience targeting thanks to Viant’s integrations with key data partners.

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Command Attention

Alongside static display ads, Viant’s technology allows marketers to take a step further with rich media execution thanks to integrations with leading third-party ad servers including Spaceback, Contobox, Medialets, Clinch, Centra, Connected Stories and Flashtalking.

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man using a smartphone at the train station

Advanced Attribution

Understand the effect of your messaging on target audiences and optimize on the fly as needed. With our DSP, advertisers can also close the loop by measuring the impact display ads had on driving actual sales, both online and in-store.

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Our Display Advertising Partners

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Display Advertising FAQ

What is the difference between programmatic display ads and non-programmatic display ads?

The key difference between programmatic and non-programmatic display ads lies in how they are bought and sold. Programmatic display ads are purchased through automated bidding systems that use data and algorithms to target specific audiences in real-time, allowing for more precise targeting and efficient ad placement. Non-programmatic display ads, on the other hand, are bought and sold directly between advertisers and publishers without the use of automated systems. This often involves negotiation and manual placement of ads, which can be less efficient and less targeted compared to programmatic methods.

What are examples of digital display advertising?

Digital display advertising encompasses various formats, including banner ads, video ads, interstitials, rich media ads and native ads. Banner ads are rectangular graphics displayed at the top, bottom or sides of a webpage. Video ads appear before, during or after online video content. Interstitials are full-screen ads that appear before a user can access desired content. Rich media ads incorporate interactive elements like animations or audio. Native ads seamlessly blend into the surrounding content of a webpage or app. These formats are used across websites, apps and social media platforms to promote products, services or brands to targeted audiences.

Why should an advertiser consider using responsive display ads?

Advertisers should consider using responsive display ads because they offer versatility and efficiency in reaching target audiences across various devices and platforms. With responsive display ads, advertisers can create one ad that automatically adjusts its size, format and appearance to fit different ad spaces on websites, apps and social media platforms. This eliminates the need for creating multiple ad variations, saving time and resources. Additionally, responsive display ads are optimized for performance, leveraging Google's machine learning algorithms to deliver the most effective combinations of images, headlines and descriptions based on user preferences and behaviors. By using responsive display ads, advertisers can maximize their reach, engagement and conversion potential while streamlining their advertising efforts.

Who can you target with display advertising campaigns?

Display advertising campaigns offer a range of targeting options to reach specific audiences. Advertisers can target based on demographics such as age, gender, income and location, allowing them to tailor their ads to their ideal customer profiles. Additionally, they can target based on interests and behaviors, reaching users who have shown affinity for certain topics, products or activities online. Remarketing enables advertisers to target users who have previously interacted with their website or app, encouraging them to return and complete a desired action. Contextual targeting matches ads to relevant content based on keywords or themes, ensuring that ads appear in relevant contexts. With these targeting options, display advertising campaigns can effectively reach and engage a wide range of potential customers.