Since its inception in 1994, digital advertising has been steadily innovated upon. Today the diverse digital advertising landscape consists of various ad formats. You could even use an amalgamation of two ad categories to create a new one. For example, you can use remarketing with display ads to reach out to your existing visitors to remind them to complete a purchase. This section lists five of the most commonly used digital ad formats.

When searching for something on Google or Bing, a few search results with the tag ‘Ad’ appear at the top of the Search Engine Results Page (SERP). These ads are the result of search engine marketing.

Search Engine Marketing (SEM) is arguably the most commonly used ad format. In SEM, you bid on keywords along with your competitors to appear at the top of the page.

SEM ads can either be Pay Per Click (PPC) — pay every time someone clicks on your ad or Cost Per Mille (CPM) — pay for every 1000 impressions on your ad, regardless of the clicks.

Ads, as we know it, began here. Display ads primarily use text and images and appear on third-party websites, which are usually affiliated with search engines or other ad networks. Many websites self-host display ads as well. The most common types of display ads are images, mobile, text, banners, pop-ups, and video ads.

Your audience spends a lot of time on social media, and this presents a huge opportunity to advertise your brand. You can use social media platforms such as Facebook, Twitter, YouTube, Instagram, Linked In, Reddit, etc. to promote your brand and products. Social media ads can help you right from building a community, generating leads and increasing event attendees, to boosting website conversions, app installations and growing footfalls to your retail store.

Native ads can appear on social media sites or other web pages, and they don’t look like typical ads. They appear under ‘Recommended Reading’, ‘Related Stories’ or ‘Promoted Stories’ that visually match the content you’re currently reading, only upon clicking, you’re redirected to the advertiser’s website.

Native advertising is generally routed through content discovery websites such as Taboola, Outbrain, and Columbia to name a few.

Have you ever checked a product on Amazon and later while scrolling through your social media feed come across an ad for that exact product? That’s remarketing. Also known as retargeting, remarketing uses cookies to follow you on the web. Almost every major social media platform as well as Google currently offer the remarketing feature.

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