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Traction: A Startup Guide to Getting Customers by Justin Mares, Gabriel Weinberg

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CHAPTER 10

Social & Display Ads

The most familiar examples of non-SEM ads are the banner ads (also known as display advertising) that you see on websites all over the Internet. More recently, social ads (like those near your Facebook timeline or promoted tweets in your Twitter feed) have exploded in popularity as more people spend time on social sites.

Billion-dollar brands like Rolex, American Apparel, and other household names pay millions each year for ads that push their brand to the forefront of consumers’ minds. Social and display ads are one of the larger traction channels. In total, companies spend $15 billion a year on this traction channel.

Large display advertising campaigns are often used for branding and awareness, much like offline ...

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