Does zero-click traffic influence display advertising?

[Brajet]

Zero-click traffic, where users obtain information directly from search results without clicking through to websites, significantly influences display advertising. As users engage less with traditional webpages, advertisers face reduced opportunities for direct impressions and clicks. This shift challenges display ad effectiveness, forcing marketers to adapt by integrating ads into alternative platforms like social media, apps, and video content where user engagement remains high. Additionally, advertisers must focus more on brand awareness and retargeting strategies, leveraging user data to maintain visibility despite fewer site visits. Overall, zero-click traffic compels the display advertising industry to innovate, emphasizing multi-channel campaigns and personalized experiences to capture and retain audience attention in an evolving digital landscape.