Purpose of a display ad

To create a focal point for the eye on the page so that the reader can easily absorb the most pertinent information (and only the most pertinent information).

Tips

1) Get an artist. A common misconception about display ads is that anyone competent with a computer can whip up an ad.  Untrue.

2) Less is more. Another common misconception about display ads is that you take a box and just fill it with words and sentences. Also untrue.

Examples

Here is an example of a bad ad.

 

Here is an example of a good ad.