Digital advertising: The top 10 types to include in your marketing efforts
Digital advertising is gaining more and more popularity than ever in most companies. There are sectors no longer conceived outside the online environment, such as travel and hotel reservations or the consumption of movies and series on demand. There is little question that the various formats of digital advertising are increasingly the protagonists of selling strategies.
But what exactly is digital advertising? What are the most profitable types of ads? What formats can give me the best results? What are there?
To shed a little light on the matter, here you are getting to explain what digital advertising is and the 8 formats that you should not lose sight of.
What is digital advertising?
Digital advertising is all those techniques of diffusion, promotion and payment communication of a company or brand that are launched in the digital environment.
The Internet offers us differing types of channels and platforms that help us reach our potential audience. In addition, one among the differentiating factors of digital versus offline advertising is that the great capacity for segmentation and truly reaching those people that could also be curious about our service or product.
Examples of ads are the banners that you find on different pages or applications, this being the oldest format of digital advertising. There are banners that are an easy 1: 1 ratio image and there are people who occupy the whole background of the page, common within the media. Or the audio-visual ads that you find among the YouTube videos. There is a video ad format lasting just 6 seconds and is called bumper ad.
The top 10 digital advertising formats to include in your strategy
1) Native advertising
Native advertising is incorporated into the content or the platform where it is published, without causing any interruption in navigation. In this digital advertising format, it’s possible to unleash all our creativity to entertain, surprise and add value to our audience, all forming a part of a smooth user experience. Faced with the growth of ad blockers like Ad Block Plus, the answer is not to try to limit their use to force users to consume our ads: it is to respect their freedom of choice and use native advertising to offer them content that they actually need to consume.
2) Email Marketing
The market offers many quality databases with different segmentations as a first step to create your email marketing campaign. But the chances of this format go further the more we manage to segment our audience. To do this, we will launch content download campaigns in exchange for email, creating a database of interested leads. As our database grows, we will subdivide it into increasingly specialized groups and target email retargeting campaigns. The goal is to arrive at the right time and with the right message to achieve the maximum impact with our emails.
3) Social Ads
Social ads are one among the foremost interesting digital advertising formats, since they need many users and permit you to segment to succeed in your audience . Use advertising on social networking platforms to maximize your presence and taking advantage of their different characteristics and options:
4) Facebook Ads
Facebook Ads are a tool with a lot of possibilities. To take advantage of its full potential, reflect on what you would like to realize together with your campaign: increase the audience of your publications? Improve brand branding? Achieve conversions on your website? Choose the sort of ad that most accurately fits your objectives and do not forget to live and optimize the results.
5) Twitter Ads
Twitter advertising have recently launched the Conversion Lift tool, which allows us to configure our campaigns to check multiple variables and thus focus the budget on people who give the best results.
6) Instagram Ads
The foremost visual social network is additionally strongly committed to advertising. In the last year they need expanded their offering of sponsored content with 30-second videos, landscape photographs and therefore the Marquee tool. Discover during this guide the simplest thanks to create Instagram Ads.
7) Display Ads
We call display any visual advertising element that we will place on an internet site , portal, blog, etc. like the well-known banner, the pop-up and therefore the interstitial. Although this format has been suffering from the expansion of ad blockers, i feel it still features a lot to mention. But the solution isn’t in trying to bypass the blockers to invade the user, but in creating ads that are really worth seeing.
8) Online retargeting
Go one step further with a web display that uses website ad formats wisely to display personalized ads. The retargeting takes advantage of user information collected through cookies to point out ads more suited to their past actions. This way we will be able to create a really relevant and timely advertising and, therefore, with a greater chance of success.
The SEM is the creation of advertising campaigns of ads per click in search engines such as Google or Bing. It is one among the foremost widespread digital advertising formats when it involves creating written ads. The key to its success is that it responds during a possible way to the requirements of users, since it’s supported the keywords they’re trying to find (for example, “car rental in central Madrid”).
To maximize the effectiveness of our SEM campaigns, Google Ads offers the option of creating search engine ad campaigns combined with retargeting lists. For example, we can show ads only to those people who have visited a specific page on our website in the last 30 days. Can you imagine all the chances to urge conversions?
10) Mobile Ads
All advertising formats should be planned for all types mobile devices. Most consumers own one and it is the device they spend the most hours browsing. In fact, according to Google, 2015 was the year in which mobile searches surpassed those of computers, and this trend is unstoppable. So rather than adapting your web campaigns to mobile, the time has come to place mobile first and provides it all the prominence it deserves.
Google understood way back in its organic positioning, if a page doesn’t have a mobile version, it doesn’t index that page. To give an example of mobile importance.
11) Online video
Video is extremely effective, because it achieves better CTRs than traditional advertising and makes it easier to spice up a campaign. It is a format that’s becoming increasingly popular and, because of the speed of connections and therefore the increasing size of mobile screens, it not has got to be limited to desktop campaigns. The biggest obstacle to video is the rejection of users to pre-roll formats (another of the ads commonly removed by ad blockers). To overcome this, bet instead on You Tubers and native video advertising and you will see how your marketing plan succeeds.
Although some of the concepts proposed here are not a format in itself, but a compendium of them, I wanted to highlight those that are standing out above the rest. Advertising on social networks, making video ads or betting that all your advertising content is responsive, so that it adapts to mobile devices, are an imperative in any digital marketing and advertising strategy.
Following resources may help you: