Display Advertising is the best known form of internet advertising. Placing banners on web sites for a target audience serves two purposes: to increase brand awareness and to offer the option to click through to the advertiser’s web site.

Display Advertising campaigns are charged on the basis of the number of banner impressions (CPM: cost per 1,000 impressions).

Banner formats are standardized by the IAB.

Targeting is perfectly possible by choosing the right web sites. To this purpose, you can use independent benchmark institutes such as the Centre for Media Information (CIM) or channels that offer many (networks of) web sites. A channel is a selection of pages or web sites that offer information about specific subjects, of which the visitors can be expected to belong to a clear target group.