Digital advertising is a type of marketing used to promote a brand, product, or service through digital channels. It mainly consists of actions in web browsers, social media pages, blogs, apps, or any other form of contact through the Internet. Digital advertising can help businesses achieve a variety of goals across the marketing funnel, ranging from brand awareness to customer engagement, to launching new products and driving repeat sales.
With the global digital transformation, more and more options arise for businesses to communicate with the market and, of course, its audience. Digital advertising serves this purpose by being present precisely where the targeted general public is. For companies that want to stay competitive in the market, it’s essential to take Ad strategies online.
What Is Digital Advertising?
Digital advertising refers to marketing to a targeted audience through online platforms, such as websites, streaming content, and others. Digital ads span media formats, including text, image, audio, and video. It is becoming a crucial part of any business's marketing strategy, as consumers are spending more time connected to the Internet through their computers, smartphones, and smart home devices.
One of the important aspects of digital advertising is that an advertiser can track in real-time the success of their Ad campaign. The main goal of digital advertising is to inorganically advertise where consumers are and to customize ads to the target audience’s preferences. This is helpful in order to improve the return on investment (ROI).
Customers can make decisions about the goods and services they buy at all times of the day, and during all kinds of activities, this can be achieved using digital advertising. It allows businesses to reach audiences when they are browsing online for products to buy, or when they're streaming a TV show, visiting a favorite website, or using social media.
Just like traditional advertising, digital advertising promotes businesses, products, and services to generate brand awareness, sales, and more. However, there are primary differences between digital advertising and traditional advertising, which are flexibility and precision.
What are the different types of digital advertising?
Digital advertising requires concrete data to design consumer-oriented ads to push traffic to websites, generate leads, build awareness, establish credibility, connect with the target audience, and ultimately, generate sales. To successfully design a digital advertising campaign companies need to have a multi-strategy approach, and resources available.
There are multiple different formats of digital advertising, and some of the most common formats are as discussed below:
- Search Engine Advertising
This type of advertisement appears in search engine results pages i.e. SERPs. Search engine Ads are typically text ads that appear above or alongside organic search results.
- Display Advertising
Display ads are online ads that utilize text and visual elements, such as an image or animation. They appear in or alongside the content of a website, apps, and devices.
- Online Video Advertising
Online video ads use a video format. Out-stream video ads appear in places similar to display ads: on websites or apps. Whereas, In-stream video ads appear before, during, or after video content.
- Streaming Media Advertising
Streaming media also referred to as over-the-top (OTT), is a specific type of video ad that appears in streaming media content delivered over the Internet without any satellite or cable.
- Audio advertising
This format of digital advertising consists of audio ads that are played before, during, or after online audio content, such as streaming music or podcasts.
- Social Media Advertising and Email marketing
In Social media advertising, ads appear in social media platforms, such as Facebook, Twitter, or LinkedIn. Email marketing is one of the oldest digital advertising channels that focus on sending advertisements over email to regular customers and target audiences.
The digital advertising industry will constantly evolve as the use of technologies to create or modify business processes continues. Online shopping has become part of the modern urban lifestyle, which highly depends on digital platforms and marketing strategies. An increase in the number of smartphone and internet users is beneficial for this industry. Along with this, advancements in 5G technology will bring the audience and digital platforms closer by reducing latency.