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Display ads, of which banners make up the largest portion, are a big part of internet advertising. The benefit of display marketing is, among other things, that it can show visual messages, images and animations, unlike search marketing. Display ads are used both for brand advertising and retail advertising. Display advertising has historically not been as easy as search marketing for advertisers to handle, and for the most part they have not been able to schedule and manage campaigns on their own. Creating a display ad also requires significantly more than creating an ad for search. For this reason, mostly companies with large advertising budgets have turned out to be display customers. Strong innovation by Facebook and Google, etc., is the reason why this is now about to change and smaller advertisers are starting to use more display ads.
