Placement holds the key here!
Display advertising is advertising on the websites/apps to communicate an advertising message through banner ads, text, graphics, animation, videos and other rich media to sell products and services in a visually appealing way.
Display ads are one of the best media for efficient targeting and real-time conversion measuring. The placements of display ads are the key..tuning in to what the target audience is already consuming and aligning the advertisements such that they are timely, relevant and personalized. Targeting to the right audience, to the right geography, at the right time, the right number of times among other criteria is important in display advertising and for this purpose ad servers are extensively used in serving, tracking & monitoring, optimizing and reporting of display ads.
Display advertising is the most widely used form of digital marketing. The effectiveness of display advertising is measured by the number of clicks generated per thousand impressions of the display banner. This term is also called as click-through ratio (CTR). The industry average CTR cutting across websites for a standard display banner bereft of any innovations is pegged at 0.3 i.e. 3 clicks is generated for every thousand impressions of a standard banner ad.