Display advertising gives business the chance to pay for their ads when the right kind of person is on the right kind of page. The business has to think about what else the targeted audience is interested in and what websites they might want to visit and then use those spaces for the company’s ads. Search engine marketing advertisers use this insight to reach potential customers as they are actively looking for something.
Display advertising can show up on any websites that are offering advertising space and it means that the business can tap into many additional websites beyond search engines.