display-ads

Original：🇺🇸 English

Translated

When the user wants to run display, banner, or ad network campaigns. Also use when the user mentions "display ads," "banner ads," "ad network," "ad alliance," "programmatic display," "native ads," or "retargeting display."

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Sourcekostja94/marketing-skills

Added on2026-03-07

NPX Install

npx skill4agent add kostja94/marketing-skills display-ads

SKILL.md Content

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Paid Ads: Display / Banner

Guides display advertising: ad networks, banner ads, and programmatic buying. Use when placing ads on publisher sites (websites, apps) for brand awareness or retargeting.

When invoking: On first use, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On subsequent use or when the user asks to skip, go directly to the main output.

What Is Display / Banner

Ad networks: Aggregate inventory from many publishers; buy placements programmatically or via direct deals
Banner ads: IAB standard sizes (300×250, 728×90, 160×600, 320×50 mobile); static or animated
Programmatic: Automated buying via DSPs; real-time bidding (RTB); audience targeting

Formats

Format	Use
Display banner	IAB sizes; CPM or CPC; brand, retargeting
Native	Blends with page content; higher engagement
Video pre-roll	Pre-roll on publisher video; see ctv-ads for streaming
Rich media	HTML5; expandable, interactive
Mobile interstitial	Full-screen between content

Buying Options

Option	Use
Google Display	Part of Google Ads; automated placements; retargeting
Programmatic DSP	The Trade Desk, Magnite, etc.; audience-based; scale
Direct publisher	Deal with specific site; guaranteed placement
Ad network	Network aggregates inventory; simpler than full programmatic

Metrics

Metric	Use
CPM	Cost per thousand impressions
CPC	Cost per click
CTR	Click-through rate; typically low for banners (0.1–0.5%)
Viewability	% of impressions actually seen
Completion rate	For video; % who watch full ad

Creative

IAB sizes: 300×250 (medium rectangle), 728×90 (leaderboard), 160×600 (skyscraper), 320×50 (mobile)
File types: Static image, animated GIF, HTML5
Message: Clear CTA; minimal text; brand visible in 3 seconds

UTM

Use

utm_medium=display

or

cpc

with

utm_source

(publisher or network name) for attribution. See traffic-analysis for GA4 alignment.

Pre-Launch Checklist

Creative in required sizes
Landing page aligned with ad message
UTM parameters set
Retargeting audience defined (if applicable)
Viewability target set

Related Skills

paid-ads-strategy: Ad formats by medium; when to use display
google-ads: Google Display Network; retargeting campaigns
traffic-analysis: UTM for display; attribution
analytics-tracking: Conversion tracking; viewability