It's impossible to escape the display ads today. Even an attempt to read an article about display ads results in a page covered in ads!
Once you make it through the ads, the article suggests that display ads are helpful for building brand awareness, especially for brands that are newer. Display ads can help boost web traffic, which newer brands need.
Given the low click-through rate for display ads, it's important to ensure that the landing page for the display ad is an engaging page. You don't want to drive traffic to your site, only to have those consumers leave immediately.
With a strong call to action, a display ad can be effective in getting people to your brand's website and performing a specific action once there.
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