Display advertising is paid method of promoting products and services using visual marketing aids such as static web banners, static mobile banners, interactive rich-media banners, videos and pod casts. Some formats allow these visual elements to be combined with text to form native ads. Display advertising has very high levels of engagement and brand recognition capabilities and is widely used by companies that need to establish themselves with their target customers.

Advantages of Display Advertising are:

• Supports images, audio and videos in ads
• Has more opportunity for creativity
• Wide variety of formats in flexible sizes
• Different pricing models, CPA, CPC, CPM, CPV etc
• Large scale inventory availability
• Higher engagement levels when compared to text ads

Display and video advertising are huge both in scope and variety, offering a lot of freedom and creativity in both strategy and execution. Unlike PPC campaigns which need to be carried out through PPC platforms and by meeting stricter guidelines, terms for display and video advertisements can often be negotiated with publishers. The digital advertising eco system has several players, each having their own policies and terms of service agreements. The more services you subscribe to, the more policies you need to adhere to. In a direct advertiser to publisher relation, the amount of compliance requirement is low; transparency is high and terms are often negotiable.