Display Best Practices: Tips to Maximize Digital’s Do-It-All Channel

Display advertising: the digital descendant of the glossy magazine spread is a format that feels both vintage and enduring.

It was the Internet’s first ad format, and despite countless proclamations of its demise, remains a cornerstone of digital marketing.

Like its print-era predecessors, display ads can be tucked neatly between paragraphs to complement its surrounding content. Making it equal parts perfect for a first-touchpoint on a consumer journey or a subtle reminder to take an online action to complete that same journey.

Yet in an industry fixated on the next big thing, this digital workhorse continues to prove its worth. Sometimes, the smartest move isn't following trends, but optimizing against a tried-and-true testament.

Here’s how to get the most out of display ads in 2025.

1. Activate Display Across the Funnel
Once relegated to bottom-funnel retargeting, display now plays a role at every stage of the consumer journey. From sparking initial interest to reinforcing brand identity and sealing the deal, display ads function as dynamic brand storytellers — from stat to finish. Whether driving awareness or nudging hesitant consumers toward conversion, display’s full-funnel versatility makes it a critical tool.

2. Use Display to Fuel Other Channels
Display ads shouldn’t operate in a vacuum—they excel at supporting and amplifying broader marketing strategies. A consumer might first encounter a brand via a display ad on their favorite news site, later see it on social media, and eventually act through search or email. This cross-channel reinforcement builds familiarity and increases conversion likelihood. The key? A cohesive brand presence that makes every touchpoint feel intentional, not incidental.

3. Ditch the Guesswork—Target Smart
The era of spray-and-pray advertising is over. Modern display campaigns rely on precision targeting—leveraging first-party data, high-value audiences, contextual placement, and AI-driven insights to reach the right person at the right time. Programmatic technology takes the guesswork out of placement, ensuring ads appear in environments where they resonate most. Understanding audience intent and behavior isn’t just a best practice—it’s the foundation of high-performing campaigns.

4. Align Ads with Landing Pages
A compelling display ad gets the click, but if the landing page experience is jarring or misaligned, engagement and conversions plummet. Consistency is everything. The visuals, messaging, and user experience should flow seamlessly from ad to landing page, reinforcing trust and eliminating friction along the path to action.

5. Prioritize Creative That Captivates
Yes, display is data-driven, but creative execution is what makes campaigns stand out. High-impact visuals, bold typography, and concise, compelling copy separate memorable ads from digital wallpaper. Dynamic creative optimization can take this even further, tailoring messaging in real time based on audience behavior, location, or even their actions on site. In an era of content overload, creative excellence isn’t a luxury—it’s a necessity.

6. Test, Tweak, Repeat
What works today might not work tomorrow. A/B testing is the secret weapon of high-performing display campaigns, allowing brands to refine creative elements, calls to action, and even color schemes based on real-world engagement. Small adjustments—like repositioning a button or swapping an image—can drive significant performance lifts. Let the data lead, and never stop iterating.

7. Optimize Relentlessly
Display’s biggest strength? Adaptability. Static, set-it-and-forget-it campaigns leave potential on the table. Continuous performance monitoring—fine-tuning bids, sharpening audience segments, and refining creative—keeps display ads agile and effective. AI-powered automation and machine learning further enhances this process, making real-time optimizations that ensure campaigns stay ahead of evolving consumer behaviors.

Final Takeaways
Display ads might not be the flashiest format in digital media, but their staying power is no accident. When executed strategically, they serve as the connective tissue of a campaign—building awareness, reinforcing messaging, and driving action across the funnel. As consumer journeys grow increasingly fragmented, brands that master display advertising won’t just be seen—they’ll be remembered.