Display ads are great for driving brand awareness because, generally, these types of ads are found in a place a potential customer may be found.
For example, if a customer is on a website for low carbohydrate recipes, a display ad that may show up would be an advertisement for a health food store. The customer may not be aware of this type of store, but the ad would drive awareness.
Let’s say a user has visited your website but hasn’t converted. Display ads give you the opportunity to pull those users back in with retargeting. Your display ad reminds the user about your brand; thus improving the chance of them converting.
Display ads may promote your brand to the right people, but they also have high visibility. When you use display ads, they’re also being shown to customers who may not have thought to look for your products or services.