Display advertising is a form of digital advertising that involves placing advertisements on websites, mobile apps, or social media platforms using visual or multimedia elements like images, videos, and audio. Display advertising is a crucial component of digital marketing campaigns, and it is estimated that global spending on digital display advertising will reach $223.7 billion by 2024.

Display advertising works by utilizing the technology of ad servers that place ads on relevant websites or social media platforms based on a user's browsing history, demographic information, and search behavior. Display ads can appear in various formats, including banner ads, pop-ups, and native ads.

Banner ads are the most common type of display ad and are usually placed at the top, bottom, or sides of a webpage. Pop-up ads, on the other hand, are displayed in a separate window or tab, often in response to a user's click on a link or button. Native ads are designed to match the look and feel of the content on the website, and they blend seamlessly into the user's browsing experience.

The effectiveness of display advertising is measured using key performance indicators (KPIs) such as click-through rate (CTR), cost per click (CPC), and cost per impression (CPM). CTR measures the number of clicks an ad receives per impression, while CPC measures the cost per click on an ad. CPM measures the cost per thousand impressions, and it is a useful metric for advertisers looking to increase brand awareness rather than drive clicks.

One of the significant advantages of display advertising is that it allows for precise targeting of the desired audience. Advertisers can use various targeting options such as location, demographics, interests, and behavior to deliver ads to the right audience, increasing the chances of converting prospects into customers.

In conclusion, display advertising is an essential aspect of digital marketing that enables businesses to reach their target audience through visual and multimedia elements. The increasing demand for digital display advertising highlights its effectiveness in driving conversions and increasing brand awareness. As such, businesses should consider investing in display advertising as part of their overall digital marketing strategy to stay ahead of the competition.