An advertisement display method, comprising: detecting, by a terminal, a first application started or pausing a video in response to a first operation of a user; sending, by the terminal, a first advertisement request when detecting the first application started or when detecting, by the terminal, pausing the video in response to a first operation of a user; obtaining, by the terminal from a server, a first response message, wherein the first response message comprises a first advertisement information of a first to-be-played advertisement and a second advertisement information of a second to-be-played advertisement, wherein the first advertisement information is used to indicate a characteristic attribute of the first to-be-played advertisement and comprises a first content identifier, and the second advertisement information is used to indicate a characteristic attribute of the second to-be-played advertisement and comprises a second content identifier; obtaining, by the terminal, a first advertisement creative of the first to-be-played advertisement based on the first advertisement information; displaying, by the terminal, the first advertisement creative at a first moment; obtaining, by the terminal, a second advertisement creative of the second to-be-played advertisement based on the second advertisement information and storing the second advertisement creative in the terminal; and detecting, by the terminal, the first application restarted or detecting, by the terminal, pausing the video in response to a second operation of the user; sending, by the terminal, a second advertisement request; obtaining, by the terminal from the server, a second response message, wherein, when the second response message comprises the second advertisement information: obtaining, by the terminal, the second advertisement creative stored in the terminal according to the second advertisement information; and displaying, by the terminal, the second advertisement creative at a second moment when detecting the first application restarted or when detecting pausing the video in response to a second operation of the user, wherein the second moment is later than the first moment. detecting, by a terminal, a first application started or pausing a video in response to a first operation of a user; sending, by the terminal, a first advertisement request when detecting the first application started or when detecting, by the terminal, pausing the video in response to a first operation of a user; obtaining, by the terminal from a server, a first response message, wherein the first response message comprises a first advertisement information of a first to-be-played advertisement and a second advertisement information of a second to-be-played advertisement, wherein the first advertisement information is used to indicate a characteristic attribute of the first to-be-played advertisement and comprises a first content identifier, and the second advertisement information is used to indicate a characteristic attribute of the second to-be-played advertisement and comprises a second content identifier; obtaining, by the terminal, a first advertisement creative of the first to-be-played advertisement based on the first advertisement information; displaying, by the terminal, the first advertisement creative at a first moment; obtaining, by the terminal, a second advertisement creative of the second to-be-played advertisement based on the second advertisement information and storing the second advertisement creative in the terminal; and detecting, by the terminal, the first application restarted or detecting, by the terminal, pausing the video in response to a second operation of the user; sending, by the terminal, a second advertisement request; obtaining, by the terminal from the server, a second response message, wherein, when the second response message comprises the second advertisement information: obtaining, by the terminal, the second advertisement creative stored in the terminal according to the second advertisement information; and displaying, by the terminal, the second advertisement creative at a second moment when detecting the first application restarted or when detecting pausing the video in response to a second operation of the user, wherein the second moment is later than the first moment. obtaining, by the terminal, the second advertisement creative stored in the terminal according to the second advertisement information; and displaying, by the terminal, the second advertisement creative at a second moment when detecting the first application restarted or when detecting pausing the video in response to a second operation of the user, wherein the second moment is later than the first moment.