Debunking 4 Myths About Display Advertising

September 5, 2019

Display Advertising mythbusters

There is a lot of myths floating around about display advertising – many of which have led people to question whether or not it’s really worth spending their time and money on. 

Display advertising has had several transformative years, with new technologies popping up to make it a more powerful tool than ever before. However, it still hasn’t been able to shake its bad rap.  


In this post, we address (and debunk) the most common myths about display advertising.  

Infographic regarding user response and branding effects of online display advertising.

Myth nr 1: Display Ads Don’t Reach the Right People

This may have been true of the “spray and pray” ad buying methods of the past, but modern display advertising has the tools to reach the target audience with greater precision than ever before.    

Today’s programmatic technologies allow marketers to launch retargeting campaigns, which use machine-learning algorithms to collect and evaluate user behavior.  

More than 70% fail to use this behavioral data, which is often responsible for lackluster results of their display ads. 

By leveraging this data through a retargeting campaign, you can be confident that your advertisement reaches those who are most likely to become customers.

Myth nr 2: Display Ads Don’t Work 

It’s a common myth that display ads don’t result in more conversions – only an increase in brand awareness. 

The error here often lies in the use of a last-click conversion, which gives credit to the final click before purchase.

With only 31% of users clicking directly through an ad, this metric fails to include all of the users who ended up making a purchase later on. 

To more accurately measure the conversions achieved from a display advertising campaign you should use post-view conversions, which account for all of the purchases made within a certain time frame after the advertisement was viewed.

Myth nr 3: You Can’t Accurately Measure the Results

Modern reporting systems allow marketers to effortlessly assess the results of their campaigns with easy to use, transparent dashboards.

With this real-time data, campaigns can be adjusted throughout to assure ads are achieving their desired goals.

Myth nr 4: Display Advertising is too Expensive

I’m sure you’ve seen some of the dismal numbers floating around claiming to be proof that display advertising is a poor investment.

These are outdated beliefs, as there are many recent innovations, such as programmatic, that make display advertising a more cost-effective option than ever. 

To put it into perspective, let’s compare some metrics from programmatic and traditional campaigns. 

The average cost-per-thousand-impressions (CPM) of a Match2One programmatic campaign is $0.84, compared to Facebook Ads CPM of $8.35.

Match2One programmatic campaigns also boast an average cost-per-click (CPC) of $0.98, compared to the Google Search Ads CPC average of $1.33 (Q4 2018). 

The numbers speak for themselves.

Programmatic technologies have made display advertising a highly effective and cost-effective option. 

With the help of programmatic, you get more “bang for your buck” when it comes to your advertising dollars.

Rather than purchasing advertising space and hoping the ad is getting to the right person – with programmatic you know it is.


Don’t be fooled by the myths floating around the internet.

Display advertising is rapidly advancing to become an essential part of any integrated marketing strategy. 

By leveraging programmatic technologies, today’s marketers can be sure their digital advertisements are more effective than ever. 

Achieve more with AI powered display advertising
Jonathan Olsson

Jonathan Olsson

Head of Marketing

Leave a comment