You’ve invested time, effort, and expertise into creating a whitepaper — a well-researched, insight-rich asset that positions your brand as a thought leader. But here’s the harsh truth: even the best whitepaper won’t make an impact if no one reads it.

That’s the gap most marketers face — crafting brilliant content, then struggling to get it in front of the right audience.

This is where display ads step in. Not as an afterthought or filler tactic, but as a strategic lever to amplify visibility, boost engagement, and drive qualified leads to your content.

Think of it like this: your whitepaper is the main event. Display ads are the billboards, signposts, and curated invites that make sure the right people show up — and stay interested.

In this blog, we’ll dive into:

• What makes a whitepaper a high-value asset
• Why display ads still matter (and what the data says)
• The types of display ads you should be using
• How they can be strategically aligned with whitepaper promotion
• The challenges you’ll likely run into — and how to work around them

Let’s start at the foundation.

What’s a Whitepaper, Really?

A whitepaper isn’t just a long-form PDF sitting behind a form. It’s a business card for your brand’s brain — dense with insight, backed by research, and written to solve a real-world problem your audience is facing.

In B2B marketing, whitepapers help build trust and drive action. Whether you're addressing new regulatory changes, emerging tech trends, or internal process inefficiencies, a whitepaper signals that your brand not only understands the issue — but can offer a solution.

They work — but only if the right people read them.

What Are Display Ads?

Display ads are the visual, clickable banners you see on websites, mobile apps, and across the web. Unlike search ads, which respond to queries, display ads create awareness. They interrupt — strategically.

And while some marketers dismiss display ads as outdated or low-performing, the numbers tell a different story.

Display Ads: The Numbers Still Stack Up

Let’s set the record straight — display ads are very much alive and still kicking in performance-driven marketing strategies.

• The Google Display Network alone reaches 90% of internet users worldwide.
• Retargeted users are 70% more likely to convert when exposed to display ads.
• Brands using display ads see up to an 80% increase in brand awareness.
• Programmatic display ad spend is expected to surpass $150 billion globally in 2025.

So no — display isn’t just about impressions. It’s about intelligent visibility and consistent positioning.

And when you’re promoting a high-value piece of content like a whitepaper, that kind of targeted exposure can make all the difference.

Types of Display Ads You Can Use

The strength of display ads lies in their flexibility. You’re not stuck with a one-size-fits-all format — you can tailor your approach to your audience and creative assets.

1. Static Banner Ads

Simple, straightforward, image-based ads. Ideal for top-of-funnel awareness. Think: a bold title of your whitepaper and a clear CTA — “Download Now.”

2. Animated or Rich Media Ads

These incorporate motion or interactive elements to boost engagement. A quick animation that highlights key stats or pain points from your whitepaper? That’s attention-grabbing.

3. Responsive Display Ads

Upload your assets — headlines, images, logos, CTAs — and platforms like Google will auto-generate ad combinations that fit any screen or format. High efficiency, minimal effort.

4. Native Display Ads

These match the look and feel of the site they appear on, making them less intrusive. They’re great for driving content engagement without setting off users’ “ad radar.”

5. Video Display Ads

Short, impactful videos embedded in web content or on YouTube can serve as whitepaper teasers. A 15-second explainer of why your whitepaper matters can go a long way.

How Display Ads Can Strategically Promote Your Whitepaper

Here’s where the magic happens — how display ads can turn your whitepaper into a lead-generation engine.

1. Create Curiosity, Not Just Clicks

Your display ad isn’t selling the whitepaper — it’s selling the value of reading it. Use an unexpected stat, a provocative question, or a compelling problem statement that your whitepaper solves.

Example: “73% of CFOs say AI will reshape their role in 2025. What’s your strategy?”
CTA: “Read the full report.”

2. Laser-Focused Targeting

With display ads, you can target based on demographics, firmographics, interests, behaviors, and even past actions (like previous visits to your site). Want to reach mid-level IT managers in healthcare? Done. Display ads let you go niche.

3. Retargeting = Warm Lead Accelerator

Someone browsed your blog? Watched your explainer video? Great — now show them a tailored display ad inviting them to download the whitepaper. Retargeting connects their interest to action.

4. Test What Resonates

You can A/B test headlines, visuals, CTAs, and even different angles from your whitepaper. Maybe one campaign focuses on risk mitigation, another on cost savings — let the data tell you which hook drives downloads.

5. Use Lead Gen Ads Directly

On platforms like LinkedIn, you can skip the landing page entirely and collect lead data within the ad. Pair this with a powerful value proposition and a whitepaper becomes more than content — it becomes a conversion tool.

Common Challenges (And How to Work Around Them)

Let’s not romanticize it — display advertising comes with its share of hurdles. But most of them can be avoided with the right strategy.

1. Ad Fatigue

If your audience sees the same creative too often, it loses impact. Refresh your visuals regularly. Rotate different angles or stats from the whitepaper.

2. Banner Blindness

Many users have trained their eyes to ignore typical banner ad placements. Use contrast, motion, and unexpected copy to grab attention without being obnoxious.

3. Low CTRs Aren’t Always Bad

A low click-through rate doesn’t mean failure — display ads often play a longer game. Look at assisted conversions, time on site post-click, and lead quality.

4. Privacy Limitations

With third-party cookies disappearing, targeting is evolving. Invest in first-party data and contextual targeting (ads placed in relevant content environments) to maintain relevance.

Final Thoughts: Don’t Let Your Best Content Go Unnoticed

Creating a whitepaper isn’t just about showing expertise — it’s about moving the needle. But publishing alone won’t cut it.

Display advertising gives you the reach, the targeting precision, and the ability to experiment in ways that other channels can’t match. It’s not just about putting up ads — it’s about putting your content to work.

So next time you hit “publish” on a whitepaper, don’t just let it sit behind a form.

Promote it. Push it. And make sure the right people not only see it — but act on it.