Different Types of Digital Advertising for Marketing
Apr 19, 2016 Beth Smedinghoff
Most common Types of Digital Advertising
Today’s fast paced world has led companies of all shapes and sizes across all industries to look into and become familiar with various forms of digital advertising. While traditional advertising such as radio, newspaper, magazine, television, and direct mail are still important forms of advertising; these new technologies have also opened up a vast new avenue of digital advertising.
Online ads have become a daily part of our internet lives. For new marketers, it can be confusing getting a grasp on the scope and variety of digital ads available. While there are over 50 types of digital ads today (and that number keeps growing on a daily basis), varying from Twitter to LinkedIn to Google, Bing, Facebook, display and so on, below we share some of the most common types of digital ads that marketers use today, via Boundless:
Display advertising is the use of web banners or banner ads placed on a third-party website or blog to drive traffic to a corporate website and increase product awareness. These banners consist of static or animated images, as well as interactive media including audio and video. Display advertising uses demographic and geographic targeting – capturing users’ cookie and browser history to determine demographics, location, and interests – to target appropriate ads to those browsers.
In addition to contextual targeting, online advertising is targeted based on a user’s online behavior. This practice is known as behavioral targeting. For example, if a user is known to have recently visited a number of automotive websites based on clickstream analysis enabled by cookies stored on the user’s computer, that user can then be served auto-related ads when they visit other, non-automotive sites. Semantic techniques are also used to accurately interpret and classify the meaning or context of the page’s content and then populate it with targeted advertisements. Semantic web content is closely linked to advertising to increase viewer interest engagement with the advertised product or service.
Affiliate marketing is a form of online advertising where advertisers place campaigns with a potentially large number of publishers, who are only paid media fees when the advertiser receives web traffic. Web traffic is usually based on a call-to-action or measurable campaign result such as a submitted web form or sale. Today, this is usually accomplished through contracting with an affiliate network.
Social Network Advertising
Social network advertising is a form of online advertising found on social networking sites such as Facebook, Twitter, and LinkedIn. Advertising on social media networks can take the form of direct display ads purchased on social networks, self-serve advertising through internal ad networks, and ad serving on social network applications through special social network application advertising networks.
Search Engine Marketing (SEM)
Search engine marketing is a form of marketing that seeks to promote websites by increasing their visibility in search engine result pages. SEM tactics include paid placement, contextual advertising, and paid inclusion, or free search engine optimization techniques to drive placement of their ads. Advertisers pay each time users click on their listing and are redirected to their website, rather than for the ad itself. This system allows brands to refine searches and gain information about their market.
Cell phone advertising is the ability for organizations and individuals to advertise their product or service over mobile devices. Mobile advertising is generally carried out via text messages or applications. The obvious benefit of mobile advertising for brands is that mobile devices such as smartphones are usually close to the owner throughout the day. This presents a cost-effective way for brands to deliver targeted advertisements across mobile platforms on a daily basis. Technologies such as location-based advertising also give marketers the ability to deliver ads in close proximity to the physical location of a consumer. Although advertisements appear on a small mobile interface, mobile advertisers have the ability to deliver personalized, and thus effective, messaging.
Different mobile advertising tactics include:
- Idle screen advertising – Cell phone owners enter into a third-party agreement that allows advertisements to run on their screen while their phone is idle in exchange for a discount or other promotion.
- App-vertising – Companies design applications, including games and videos, that heavily promote their brand.
- DoubleClick for Advertisers – A Google service that allows brands to buy certain keywords to increase the position of their ads in mobile search rankings.