Display
Display advertising
Display advertising is graphic ads – static, animated or interactive – shown on websites and in apps. It is the most widespread form of online advertising, but also the one where the gap between a visible ad in a relevant context and an overlooked banner at the bottom of a page is largest. PR360 plans and buys display with a focus on placement, viewability and creative quality.
What makes display work?
A display ad can only influence someone if it is seen. Placement on the page, format size and time on screen therefore often matter more than the price per impression. A cheap impression that never enters the viewport is not cheap.
Click-through rates on display are usually low and a poor measure of impact. Display works best as a visual channel that builds awareness and recognition – and as a support that makes other channels such as search and social more effective.
Three format types
Standard formats
Fixed sizes such as 300x250, 300x600 and 728x90, plus mobile formats such as 320x320. Wide availability and low production cost.
Rich media
Animation, video or interactive elements inside the ad. More attention, but more production work and stricter file-weight limits.
High impact
Large formats such as wallpapers, takeovers and interscrollers that fill much of the screen. Less inventory and a higher price, but markedly better visibility.
Display, native or online video?
The three formats meet different needs and are often used together. The choice depends on what the message requires.
| Aspect | Display | Native | Online video |
|---|---|---|---|
| Expression | Visual and graphic, short message | Matches the publisher's own content design | Moving images and sound |
| Typical role | Awareness, recognition and retargeting | Explanation and content distribution | Storytelling and brand building |
| Production | Low to medium | Copy and images, often article-based | Highest – requires video assets |
| Primary KPIs | Viewability, reach, frequency | Time spent and reading | Completion rate and viewability |
Choosing the right format
When is display the right choice?
Display is flexible, but it does not solve every task. These are the situations we see most often.
You need visibility around a campaign or launch
Display, ideally with high-impact formats on selected publishers, delivers broad and visual reach.
You mainly want sales from people already searching for your product
Search advertising is often more direct. Display can support it by retargeting visitors.
The message needs explanation or a story
Consider online video or CTV, where there is time to say more.
Read about CTV advertisingYou want to reach a specific audience across many websites
Programmatic buying gives unified targeting and frequency control.
Read about programmatic advertising
What display delivers
Broad reach
Display runs on almost every website and app, so even narrow audiences can be reached at scale.
Quick to launch and adjust
Creatives can be swapped and budgets moved between publishers and formats during the campaign.
Visual recognition
Repeated, visible exposure strengthens awareness of brand and message – including among people who never click.
Local precision
Ads can be targeted to a postcode or a radius around a store or dealership.
Formats and creative requirements
Creative quality matters as much as placement. We plan for these factors from the start:
Format set
A set of sizes covering both desktop and mobile, so the campaign is not limited by missing formats.
HTML5 and file weight
Animated banners must meet publishers' weight limits, or they are rejected or load slowly.
Message in seconds
Brand and key message must be clear from the first frame – many people only see the ad briefly.
Dynamic creatives
Ads that automatically pull products, prices or locations from a feed, for example for dealers or online stores.
Targeting and placement
Targeting is chosen to fit the campaign objective. A good context is often worth more than a very narrow audience.
Context
Ads appear alongside content on a specific topic. Independent of cookies and strong for brand campaigns.
Publisher selection
Selected Danish publishers through direct deals or private marketplaces, when quality and environment matter.
Audiences
First-party data and segments, where consent and data quality make it sound.
Retargeting
Advertising to visitors of your website. Effective, but needs a frequency cap to avoid feeling intrusive.
Geography
From national coverage to a radius around a physical address.
Brand suitability
Exclusion lists and verification that keep ads away from unwanted content.
How we plan display
- 01
Objective and KPI
We clarify whether the campaign should build awareness, drive traffic or generate conversions, and choose KPIs accordingly.
- 02
Publishers and formats
We combine publishers and formats based on audience, budget and creative ambition.
- 03
Creative QA
Creatives are checked for formats, weight, legibility and tracking before launch.
- 04
Optimisation
Low-viewability placements are deprioritised, and budget moves towards formats and publishers that deliver.
Measuring display
We measure display on what the channel can actually influence – not just clicks.
Viewability
The share of impressions where at least 50% of the ad was in view for at least one second.
Reach and frequency
How many unique users the campaign reached, and how often.
Time in view
How long the ad was visible on average – a better measure of attention than clicks.
Visits and conversions
Traffic and actions on your website, measured with consent-based tracking.
Keep in mind: Display click-through rates are typically low and can be inflated by accidental clicks on mobile. We therefore recommend judging display on viewability, reach and impact over time rather than clicks alone.
FAQ
Frequently asked questions
Get advice on display advertising
Tell us about your campaign and audience, and we will suggest publishers, formats and a realistic measure of success.