Lodgify
Marketing

What is Display Advertising?

Updated 2026-05-27

Display advertising is a method of online marketing that conveys a commercial message visually using images, videos, or animations on third-party websites, apps, and social media platforms. Unlike search ads, which appear in response to a user's query, display ads are placed proactively to build brand awareness and reach potential guests early in their travel planning journey.

Campaigns can target users based on demographics, interests, online behavior, or previous visits to a property manager's website (a practice known as retargeting). These ads are often referred to as banner ads.

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How it works

Property managers or marketers create visual ad assets, such as static images or short videos. They then use an advertising platform, like the Google Display Network or Meta Audience Network, to define their target audience and set a budget.

The platform's algorithm then automatically places these ads on relevant publisher websites, blogs, and mobile apps that the target audience is likely to visit. Bidding for ad space often happens programmatically in real-time, based on factors like audience relevance and the advertiser's bid amount.

Why it matters

For property managers, display advertising is a key tool for building brand visibility beyond the major OTAs. It helps keep properties top-of-mind for potential guests, especially through retargeting past website visitors who didn't book.

By reaching travelers before they are actively searching on booking sites, display ads can drive more traffic to a direct booking website, potentially increasing profit margins by avoiding OTA commissions. Platforms that help manage vacation rentals, like Lodgify, often emphasize strategies that encourage direct bookings to maximize revenue.

Examples

  • An image ad for a family-friendly Orlando villa appearing on a parenting forum.
  • A banner ad for a beachfront cabin in Tofino, BC, appearing on a popular surfing blog.
  • A video ad showcasing a luxury ski chalet in Aspen appearing in a travel planning app before the winter season.
  • A retargeting ad for a specific Paris apartment shown to a user on Facebook after they viewed that property's page but did not book.

Frequently asked questions

Is display advertising the same as search advertising?+
No, they are different. Display ads are visual advertisements (banners, videos) 'pushed' to users on websites and apps to build awareness, often before they are actively looking to book. Search ads are text-based ads 'pulled' by a user's specific keyword query in a search engine like Google. Display is for creating demand, while search is for capturing existing demand.
What is retargeting in display advertising?+
Retargeting, also called remarketing, is a specific type of display advertising that shows your ads to people who have already visited your direct booking website. By placing a small piece of code (a pixel) on your site, ad networks can identify these past visitors and show them your property ads as they browse other websites. This reminds them of your rental and encourages them to return and complete their booking.
How much does display advertising cost for a vacation rental?+
Costs vary significantly based on targeting, ad quality, and competition. Pricing is typically based on a cost-per-click (CPC) model, where you pay when someone clicks your ad, or a cost-per-mille (CPM) model, where you pay for every 1,000 times your ad is shown. A property manager can set a specific daily or campaign budget, allowing for tight control over spending.
What platforms can I use for display advertising?+
The most prominent platforms are the Google Display Network (GDN) and the Meta Audience Network (for Facebook and Instagram). The GDN allows your ads to appear on millions of websites, news pages, blogs, and Google-owned sites like YouTube. The Meta network places your ads within its social media apps and a network of third-party mobile apps. Both offer detailed targeting options for reaching potential guests.
Keep reading

Related terms

Marketing

Retargeting

Retargeting is a digital marketing strategy that shows ads to users who have previously visited your website but did not complete a booking.

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Marketing

Affiliate Marketing

A marketing strategy where property managers pay commissions to external partners (affiliates) for generating bookings or leads through their efforts.

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Marketing

Channel Mix

The combination of distribution channels a property manager uses to market and sell their vacation rental inventory to generate bookings.

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Marketing

Content Marketing

Content marketing is a strategy focused on creating and distributing valuable, relevant content to attract and retain a clearly defined audience.

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