When you create your advertising strategy, you will have to think about what type of ads you want to include in it. Not all ads are created the same, of course. And the type, distribution, and channels that you choose will make a big difference in your success rate.
With that said, how can you make sense of everything that is out there, especially with so many new types of digital ads floating around? Actually, it doesn't have to be that complicated. Once you gain a fundamental understanding of different ad types and how they work, it will be easier to make decisions for your company.
It is true that there are more ad types out there than we can possibly count. But it is the ones that are most popular that deserve attention. While companies still use print, TV, and radio, these types of ads are falling out of fashion.
In fact, studies show that 65% of all advertising is now digital. For this reason, companies wanting to move forward should pay attention to it. There are several distinct types of digital ads, though, so you should familiarize yourself with what is out there and decide what is best for your company.
There are a lot of terms for ads that appear on different parts of a screen these days: pop-up, popunder, push, etc. With all these similar sounding names, it can be difficult to tell which is which.
The one you should pay most attention to is popunder ads. Why? Because they are the least intrusive and manage to gracefully attract people's attention without disrupting their work. Popunder ads appear on a window behind the one(s) people are using and subtly ask to be seen. For things like gambling CPA networks, travel, and dating sites, this is a preferable option.
This is in stark contrast to pop-up ads and the like, which blatantly force themselves on viewers, and more often than not simply end up irritating them.
We also have standard digital ads, which includes many different subtypes:
These ads include a mix of elements and can be placed on websites or other platforms. Standard digital ads remain popular today, even though fancier types have been becoming more prominent recently. They speak to people in a way that they are used to, and this continues to result in favorable responses.
This type of ads might be better termed “high-content ads,” because this is fundamentally what they are all about. High-impact ads include a large number of multimedia and interactive components, ensuring that the viewer remains enthusiastically engaged. It can include such things as:
This type of advertising isn't for every company, of course. If you are selling medicine to elderly people, you probably shouldn't go for the splashy 3D graphics that interactive ads tend to include.
Video advertising is, of course, extremely popular in many circles. When we come across splashy video content on our screens, it is hard not to pay attention to it. And with the advent of generative AI and other new technologies, video advertising is more innovative than ever.
There are two primary types of video ads: Those that play by themselves (known as outstream), and those that play before other videos (known as instream). Instream videos tend to be more successful because people are forced to watch them before they are able to watch something else.
In-app ads are those that appear on mobile devices. With mobile usage being as high as it is, it is no surprise that these ads are extremely popular. This is true for several reasons:
Search engine advertising is a straightforward way of getting an ad on the top of a search engine results page. If you want your ad to be visible when people look for something in particular, you can buy a search engine ad.
You should keep in mind, though, that many people are wary of these ads and see them as overly-blatant promotion. A fair percentage of the population has started simply glazing over these ads and automatically scrolling below them.
Keep the pros and cons in mind
The type of advertising that you choose to employ depends on your company's individual goals and resources. Just keep in mind that each of these types has benefits and drawbacks. Think about your product and your target audience, and you can make an informed choice. Be sure to keep up with changes in the industry, though, and technologies and standards are evolving all the time. Today’s ads may well be passed in ten years.
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