Display traffic refers to the visitors that come to a website as a result of clicking display ads on other websites, apps, or platforms.
Display ads are typically visual advertisements, such as banner ads, that appear on a website or app and link to the advertiser's website.
What is display traffic?
Display ads are typically visual advertisements, such as banner ads, that appear on a website or app and link to the advertiser's website. When a user clicks on a display ad on a publisher, they are directed to the advertiser’s site via an ad network. The resultant traffic is display advertising traffic.
Display advertising traffic can provide valuable insights into the effectiveness of display advertising campaigns, the impact of creative elements such as images and copy, and the overall impact of advertising on website traffic.
Note: This does not include direct media buying traffic - you'll find this traffic included in Referral Traffic.
Using display traffic insights
A website that generates a large amount of traffic from display ads is investing in advertising to increase brand awareness and attract the relevant audience. With Similarweb’s suite of display advertising tools you can identify which sites are producing quality display traffic, and analyze their tactics to inform your own display strategy by:
- Identifying publisher opportunities
- Identifying ad network opportunities
- Analyzing a site's creative galleries to understand a website’s targeting methods, product focus, and competitive messaging
For a full feature guide, see Display Traffic Overview.