9 of the Most Popular Types of Online Advertising
June 2024
June 2024
As our fast-paced world evolves, so do online advertising options. Today, there are many different types of advertising that can be integrated into a digital marketing strategy. These different online advertising options can be used individually or combined to form a 360° campaign. Each advertising method offers distinct benefits, from enhancing brand visibility and driving targeted traffic to providing measurable results and allowing real-time optimization. By understanding and strategically employing these techniques, brands can optimize their marketing efforts, ensuring they stay competitive and relevant in the ever-evolving digital marketplace.
SEM is a broad term encompassing all the strategies used to improve visibility in search engines. This includes SEA, or paid advertising, which appears at the top of search engine results pages (SERPs). By creating an ad with a compelling title, description, and straightforward call to action, you can effectively capture the attention of your target audience. Your ad will be displayed based on the quality of your website and the established CPC (Cost Per Click). SEM is an excellent option if you are looking for a way to reach a large audience of potential customers and drive high-quality traffic quickly and efficiently.
This term is associated with a less conventional type of online advertising designed to blend in with the surrounding content. It uses a strategy that shies away from banner ads or sponsored content to gain users' trust by offering solutions to their problems or interesting content. This means that the ad looks and feels like the other content on the page, so users are less likely to ignore it. For instance, you can create a blog where you talk about topics related to your sector and include something useful for your users rather than just focus on advertising. The benefits of native advertising include increasing engagement, better click-through rates, improving brand image, and creating more conversations. The best thing about native advertising is that it is not intrusive; therefore, it's more highly valued by the general public and people who use ad blockers.
This format involves placing graphic ads on websites, social media platforms, and other online properties. They are aptly named 'display ads' because they are prominently placed within specific sections of websites, such as blogs. These ads can be obtained through direct purchases or platforms like Google Adwords. The cost is typically calculated based on CPC (Cost Per Click) or CPM (Cost Per Thousand Impressions), allowing you the option to choose the most suitable pricing model for your campaigns.
Mobile advertising is crucial in any effective marketing strategy considering the ubiquity of smartphones and tablets. To maximize the impact of your advertising campaigns, adapt them to mobile platforms or utilize a responsive design that ensures optimal viewing across all screens. In today’s digital landscape, investing in mobile platforms expands your reach, improves user interaction, and increases your website’s SEO through Google’s Mobile First algorithm. Embracing mobile advertising unlocks many benefits for your business.
Social media is an integral part of our everyday lives. Creating ad campaigns on these platforms is essential for generating brand awareness and acquiring potential new customers. Social networks such as Meta, TikTok and others offer extensive segmentation possibilities, making them ideal for targeting specific audiences with new products and services. Whether your goal is to drive conversations or to implement a branding strategy, social media advertising is a great choice.
Video content is a highly engaging and entertaining medium that can be used to reach your target audience. You can partner with YouTubers who feature and discuss your product or service. You can also create original video content to help you improve your SEO ranking and drive traffic to your website. By sharing your videos on social media, you can increase your chances of going viral. With an estimated 89% of internet users watching video-based content online, video is a powerful tool you can’t ignore.
Remarketing and retargeting are similar and practical strategies to stay top-of-mind with potential customers and encourage them to return to your website or make a purchase. You can show ads to people who have already visited your website or interacted with your brand in some way. These ads effectively boost sales and strengthen brand awareness, establishing a solid presence within the consumer’s purchasing journey. These ads are also relatively inexpensive, as businesses only pay when someone clicks on their ad. You can leverage search engine advertising management tools such as Google Adwords.
Email marketing is a tried-and-true method of reaching your target audience and generating leads. It is also a cost-effective way to advertise, as you only pay when someone opens your email. With the right tools and strategy, you can see a high return on investment from your email marketing campaigns.
This is a more modern and interactive outdoor form of advertising than traditional billboards or posters. It uses digital displays to show a variety of content, such as videos, images, and text on billboards, MUPIs, window displays, bus stops, or various stands. Digital signage is effective because it can grab the attention of potential customers during the most mundane parts of their day. Statistics show that the average person is exposed to digital signage 100 per day and this is expected to increase to 125 times per day by 2025.
Digital platforms are a crucial part of launching advertising campaigns, given the enormous amounts of time users spend online and how important these platforms have become in their lives. Brands who advertise on these online platforms can experience several benefits:
Digital advertising platforms allow you to target your audience more accurately. The ability to reach consumers based on their demographics, interests, and even past online behavior means your ads are more likely to be seen by people interested in what you offer, which can lead to a higher impact.
Online advertising activity is highly measurable. Advertisers can access an endless amount of metrics, from ones as simple as impressions, clicks and interactions, all through the buyer journey to people who purchased after clicking on an ad, return on investment and much more. Campaigns can be easily measured and optimized thanks to today's online tools, offering a level of data and insight that is unmatched with traditional advertising methods.
Online campaigns can generally be implemented quickly and easily. Although they require previous planning and preparation, ads can, technically, be created and launched in a matter of hours, making it an excellent option for businesses that need to react rapidly to market changes or customer behavior.
These kinds of actions are highly flexible. You can use formats like text, images, videos, or interactive content to target your ads to specific locations, times of day, and even devices. This level of flexibility gives you the power to create ads tailored to your specific needs and goals. All this can be implemented from anywhere in the world. All you need is a computer and the Internet.
This form of advertising also tends to be much more affordable compared to traditional advertising. Budgeting options or conditions can be based on impressions or clicks, and can range from quite limited budgets to vast economic possibilities, making it a great option for businesses with limited advertising budgets.
Online advertising allows you to interact with users in a way that traditional methods cannot. Brands can respond to comments and questions, and can even use social media to build relationships with potential customers. These relationships can lead to brand loyalty and improved brand awareness. Although this can require more attention from the company, there are many advantages such as understanding users' interests, concerns, opinions, etc.
When it comes to advertising your company online, careful planning is essential. You need to decide which advertising formats you will use and which ones you will not use as well as assign a percentage of your budget to each format.
The ideal scenario is integrating various advertising avenues to increase reach and improve results. For example, you might use search engine marketing (SEM) to reach people actively looking for your products or services and social media advertising to reach people interested in your industry or niche.
Another important point to consider is measuring the results of each strategy. This will help you determine which formats work well and which need adjustment. For example, let's say that you are getting a lot of clicks on your SEM ads but only a few conversations. In this case, you might need to adjust your landing pages or offer a more compelling incentive.
If you need to figure out how to create an effective online advertising campaign, you can always hire an experienced advertising agency to help you develop a strategy that is tailored to your specific needs and goals.
Are you ready to start advertising your company online?
Digital Marketing Stategist at Cyberclick. She holds a degree in Tourism and then specialized in marketing, she has a lot of experience in the travel vertical. With more than 5 years of experience in the digital marketing sector, both managing local and international projects.
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