Subscription sites rarely use display advertising to promote their own subscriptions — perhaps because it seems difficult to convey the benefits of a recurring charge to easily distracted prospects. But yet, display advertising can work, especially when combined with behavioral targeting.While perusing industry news sites yesterday, I came across one of the most eye-catching and creative ads I’ve seen for a subscription site:

First, the ad barely looked like an ad — it looked more like conversion buttons for the site that was hosting it (which, by the way, had no premium content). In reality, however, clicking on any of the buttons would take you to a landing page for blocplay, a freemium TV and movie streaming site.What’s brilliant about this ad is the fact that it uses two great acquisition tactics — behavioral targeting (see that little arrow icon in the top right corner — that’s how you spot a behavioral ad), and big, shiny buttons with exceptionally pithy copy that convey immediate member benefits and encourage instant action.Other subscription sites have used buttons within ad design to encourage clicking and conversion, but this is the first time I’ve seen a display ad consisting entirely of buttons. And with placement on the top right column, the ad had high prominence, which likely increased click-throughs.The combination of behavioral targeting and this type of unique creative is a great way for subscription sites to use online advertising on third-party free sites to drive qualified traffic and conversions.One word of caution, though: Don’t let advertisers place a similar ad above the fold on your subscription site. It will likely decrease conversions for your own subscription sales and confuse prospects.If you’re interested in learning more about Behavioral Targeting Regulations, sign up to attend next week’s Members-Only Webinar on Subscription Site Insider.