Paid Ads: Display / Banner
SkillDev toolsWhen 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." For strategy, use paid-ads-strategy.
Available today. Use it from your connected AI after setup.
No other account needed.
Connect ahel once, and every AI you use reads what you have installed.
Then ask your AI: use the Paid Ads: Display / Banner skill
What this skill tells your AI
The instructions your AI receives, as published by kostja94/marketing-skills in skills/paid-ads/formats/display-ads/SKILL.md and read by ahel’s review.
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
Signals
- GitHub stars
- 968
- Forks
- 134
- Last commit
- Jun 2026
Others that do the same job
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display-ads- Source
- github.com/kostja94/marketing-skills