It is quite overwhelming for businesses to choose the best digital ad type among so many options available. This post is here to guide you. It will show you 9 types of digital advertising you should explore in 2025 and provide criteria to decide the right type for your campaign. Learn how digital ads can help grow your brand now!
Table of Contents
What is Digital Advertising?
Digital advertising is a marketing method where you promote your new brand, product, or service through online communication channels. These may be web browser portals, social media platforms, blogs, apps, or any Internet platforms.
Multiple media formats are used in digital ads including text, images, audio, and video to capture attention. These ads can achieve various goals such as brand awareness, customer engagement, new product launches, or repeat purchases.
Unlike traditional advertising, digital ads allow precise targeting of ads. Businesses can understand the conduct of consumers better and can therefore identify what is needed and come up with tailor-made solutions.
9 Common Types of Digital Advertising
Digital advertising offers a variety of strategies to connect with your target audience and achieve marketing goals. Here are 9 types of digital advertising to help you grow your brand online.
1. Search Engine Ads
Search engine advertising usually appears as text or an image link placed in a search engine. It will then feature on the search engine results pages (SERPs).
It’s an auction-based system of advertising by search engines, where advertisers bid the relevant keywords related to their product or service. This type of pay-per-click ad directly influences performance, as it largely reveals a lot about users’ intent behind the search queries.
Key features
For search engine ads, you can select flexible goals, like clicks, views, or downloads. Your target options are based on keywords, topics, demographics, interests, or locations.
Ads can appear in diverse placements, from search results and YouTube to websites and apps within Google’s Display Network, giving you broad visibility.
Additionally, search engine ads offer dynamic functionality. They can be static, remaining fixed in design, or dynamically generated to pull content from your website.
Benefits
Utilizing search engine advertising (SEA) is a quick way to increase the visibility and reach of your site in Google, Bing, and Yahoo. It allows businesses to create very targeted ads with ease.
Another benefit of SEA is that ads are always displayed ahead of organic search results. This placement guarantees immediate visibility for businesses.
By focusing on users’ intent, this type of digital ads also increases the chances of turning visitors into customers. This targeting is further strengthened by options like demographics, interests, and search behavior.
Examples
Google Ads provides search engine ads for targeting, goals, placements, and formats. You can target users by context (keywords, topics, interests) or audience (demographics, behavior, location).
Campaign goals vary, from clicks to downloads, with payment based on the chosen action. Ads can appear on Google’s SERPs, YouTube, or its Display Network of websites and apps. Google search ads include several formats like text, image, video, product, and showcase, with options for static, dynamic, or responsive functionality.
>>> Read more: What is Google Search Ads? All Basics to Best Practices
2. Display Ads
This type of digital advertising often places visual ads on websites, apps, or any of the other online platforms. It can include many forms like banners, images, and videos.
Typically, a user’s browsing history, demographics, or interests determine what display advertising campaigns they see. Online advertising networks like Google Display Network will show these ads to users via desktops, mobile devices, or tablets.
Display ads are sometimes confused with search ads. Search ads depend on the user’s search intent. Display ads, in contrast, proactively show ads to users without their initiation.
Key features
Display ads are designed to visually engage users as they browse websites, apps, and videos. They usually use eye-catching images, videos, animations, and interactive elements.
Since targeting is customizable, you can reach audiences based on demographics, interests, or browsing behavior.
These ads are ideal for reaching users who aren’t actively searching but may be influenced by targeted messaging, making them a great tool for retargeting and brand-building campaigns.
Benefits
Unlike search ads that are mostly text, display ads (the most popular being Google Display Ads) use visuals to make the content more memorable.
One more advantage of display ads is giving much more control over budgets and ad copies to advertisers. This flexibility allows advertisers to adjust their strategies as they gather insights into what works best for their audience.
Display ads are considered more cost-effective than other types of digital advertising. Numerous resources are available online, from where businesses can learn the entire process of creating and managing campaigns without any agency fees or management costs.
Examples
Display ads encompass banner ads, GIF ads, interstitial ads, expandable ads, interactive ads, and many more.
A prime example of the efficacy of display advertising is that of Grammarly. According to Adbeat, the company spent $210.8 million on video and banner ads across the U.S. in 2023. This single investment alone was able to accrue an estimated 19 billion impressions which is a powerful testimony to how display ads can reach massive audiences and build brand awareness.
3. Native Ads
This ad type is a kind of paid content that matches the surrounding content on a platform. Native ads blend in with the look, feel, and functionality of the platform, unlike a display ad that intends to stand out.
These ads can appear across several channels like search engines, social media platforms or open web.
Features
Native ads mimic the look, feel, and functionality of the platform they appear on. This ability to blend in makes consumers feel like they’re seeing fewer ads. By not risking ad fatigue, as in the case of traditional display ads, native ads use a softer approach for their target audiences.
Sometimes, the logo of the native ad platform, like Outbrain or Taboola, is also visible, signaling the source of the ad. These features ensure transparency while maintaining the ad’s integration with the platform’s overall look and feel.
Benefits
Native ads offer significant advantages of boosting engagement and conversions. People tend to spend 53% more time on native ads than display ads. Native ads also achieve retention rates up to three times higher than other formats.
Furthermore, native ads deliver CTRs up to 8.8 times higher than traditional ads. Their ability to align with platform content drives valuable interactions and leads to better conversions. Thus, native ads increase purchase intent by 18% and brand affinity by 9%.
Examples
Native ads have three main forms: sponsored content, in-feed advertisements, and recommendation widgets.
A great example is Mercedes’ collaboration with The Washington Post to create an interactive quiz called “The Rise of the Superhuman”. This sponsored content was integrated smoothly into the publication’s editorial style and offered content that feels like a normal weekly quiz section of the newspaper.
Through this partnership, Mercedes successfully engaged a broader audience while showcasing itself as a brand that goes beyond conventional car ads.
4. Social Media Ads
Social media advertising smoothly merges into social platforms like Facebook, Twitter, Instagram, LinkedIn, TikTok, and so on. Like display ads, it has many formats and placements, from images to immersive mobile experiences.
Features
Social media ads appear organically in your target audience’s feeds, either as a post or a Story. However, they are clearly labeled with terms such as “sponsored,” “promoted,” or “boosted”.
Every social networking site has its own rules and options for advertising. On Instagram, for example, an ad runs in-feed or within Stories as photos, videos, slideshows, carousels and polls.
LinkedIn, on the other hand, offers a whole range of different forms like text ads, dynamic ads, and sponsored messaging, each one designed to fit the unique user experience and business objectives of the platform.
Benefits
There are several advantages of social media ads which have made them one of the most popular advertising types among businesses. They are much cheaper than paid search. Furthermore, they can have many more options of engagement, where the users can like, comment, or share the media rather than just click.
Ad social media ads are also quite similar to organic content, they are less likely to be intrusive. When done properly, these ads can be shown to a specific audience.
Examples
H&M is a famous brand for digital ads well regarded for its Facebook ads campaign from February 13, 2024 to August 20, 2023. The campaign included 8 ads with 4 static ads and no video ads.
Successively, this approach has fitted well among the audience at H&M, proven further with 41 million likes on the brand’s page on Facebook. These ads also show how effective it is to use simple yet eye-popping content for engagement on social media.
5. Mobile Ads
Mobile advertising appears on a mobile device like a smartphone or tablet. It contains SMS promotional texts, banner ads, and in-app ads. Developers can come up with ads that only will be viewed on mobile devices. These kinds of ads can be seen in search results or via mobile apps.
Features
Mobile ads offer several key features that enhance their effectiveness:
- Geo-targeting: Advertisers can customize messages based on the user’s location because people often bring smartphones everywhere they go. This targeting option ensures relevant and personalized content.
- Engaging Multimedia Content: Mobile ads include videos, slideshows, and interactive features that encourage user participation.
- Personalization: Mobile devices can create personalized ads based on insights of users’ interests, preferences, and purchase history.
- Integration with Social Media: Mobile ads can be more effective when integrated with social networks, as many mobile users are active users on these platforms.
Benefits
With billions of mobile devices in use worldwide, mobile advertising offers access to a massive market, helping brands increase visibility.
Mobile ads usually attract more users than ads on desktop computers. One of the reasons is that mobile ads formats are more interactive and user-friendly, which helps brands increase visibility.
Additionally, they are also very affordable with many advertising options available on the basis of CPC or CPM, making it easy for all ranges of enterprises to afford.
Examples
Mobile ads have multiple forms such as in-app ads, playable ads, rewarded ads, and promotional texts sent via SMS.
A great example of mobile advertising is Pizza Hut’s campaign using interactive rich media ads on its app.
The ad featured an engaging experience where users could view a rotating 360-degree image of a pizza, customize toppings, and see the price change in real-time. This interactive element made the ad fun and functional, encouraging users to spend more time engaging with it.
6. Audio Ads
With the increased use of Spotify and Pandora, there has been a growing market for audio advertising. Millions of users use the ad-supported versions of these apps to listen to music or podcasts. Thus, these unskippable ads are a great opportunity for a business to get the attention of a captive audience.
Music app users spend a long time using them, with the statistics saying an average of 25 hours a month. This means audio ads offer a great opportunity to reach a target audience that not all types of digital advertising can.
An audio ad also has a clickable option to give the audience easy access to your company profile.
Features
- Personal Connection: Since audio ads create an intimate atmosphere, they engage listeners directly and build emotional connections.
- Adaptability: These ads can be tailored to specific audiences, making them suitable for different programs.
- Flexibility: Audio advertising allows flexible formats and durations, from quick messages to longer, detailed ads.
- High Visibility: Despite being audio-based, these ads can reach a broad audience anytime and anywhere through various devices.
Benefits
Audio advertising is one of the most versatile types of digital advertising that suits any industry. It allows brands to connect with a wide range of audiences. Despite its potential, many marketers overlook audio channels, making it an area where advertisers can gain a competitive edge by investing in high-quality recordings.
With advancements like programmatic advertising, audio ads can also be targeted to specific listener groups to add precision to campaigns.
Examples
Audio ads are a familiar type of ads on Spotify. These ads are commonly played between songs on the playlists of free Spotify users. They often use voiceovers, sound effects and background music to grab the listener’s attention.
Spotify also offers targeted advertising for podcasts. These ads can be placed using demographic data from the Spotify Audience Network, allowing advertisers to reach specific listener groups.
7. Video Ads
Video ads are videos designed to promote products, services, or ideas. They could be part of online content or stand alone on social media channels, websites, or streaming services.
These ads are very effective when it comes to showcasing the product, how it works, or even customer testimonials. Their visual and dynamic format makes them ideal for grabbing attention and delivering clear messages.
Features
The main features of video ads vary among different forms. In the form of linear ads, videos are integrated seamlessly with the viewing experience. They could be played before, between, or after video content.
Nonlinear ads, on the other hand, appear alongside the video, designed to engage without disrupting the content.
Another key feature is that they could be embedded directly within video content in the in-stream formats. Meanwhile, out-stream ads are displayed in non-video environments like articles or blogs.
Benefits
Video ads are highly engaging. Their dynamic and visual nature makes them stand out compared to static content. That’s why 92% of marketers report that video ads provide a good return on investment.
Another advantage of video ads is their versatility. You can experiment with formats like short clips, tutorials, or testimonials to see what resonates most with your audience.
Additionally, video ads are universally accessible. People can watch them on various devices, including laptops, smartphones, and tablets. Hence, your message can reach your audience anytime and anywhere, ensuring broader visibility.
Examples
Dove has effectively used this type of digital advertising to maximize audience engagement. For example, in the “Reverse Selfie” campaign, Dove relies heavily on in-stream ads, including pre-roll and mid-roll formats. These ads are placed before or during video content on YouTube to ensure high visibility.
The powerful ad then attracted a huge audience with over 750,000 YouTube views and 870,000 Instagram views in 6 months.
8. Email Ads
Email advertising is the most popular form of direct-response digital marketing. It involves sending targeted messages to individuals to encourage specific actions, such as making a purchase or signing up for an event.
For email ads to be effective, recipients must expect to hear from you. This is achieved through opt-in or permission-based marketing, where users voluntarily agree to receive emails.
Features
- Personalization: Email ads enable you to adjust content to suit each user’s interests. By using segmentation and customization tools, it’s simple to create content that resonates with specific audiences.
- Trackability: Email campaigns allow you to monitor key performance indicators, such as open rates, click-through rates, and link interactions.
- Affordability: Compared to other advertising methods, email marketing is budget-friendly because it offers solutions for businesses of any size.
Benefits
Email ads allow you to reach targeted audiences at any time. Because your message is seen by the right people when it matters most, the relationships between businesses and clients become closer.
Another key benefit is increased brand recognition. Every email you send exposes consumers to your brand. Over time, this strengthens brand familiarity and keeps your business top-of-mind for future purchases.
Email ads also encourage prompt action. Since 99% of people check their inbox every day, email advertising allows you to see quicker results and adjust your strategy based on user interaction.
Examples
Netflix is a great example of effective email advertising. It started with a DVD subscription service and later shifted to streaming, offering TV shows and movies directly to consumers.
To keep subscribers engaged, Netflix uses email ads that are easy to skim. They often include animated GIFs to make the content more eye-catching. This approach helps maintain subscriber interest and encourages continued viewing.
9. Programmatic Ads
Programmatic advertising uses technology to buy and sell digital ads automatically. It delivers relevant ads to audiences in less than a second through an automated process.
Programmatic ads purchase digital inventory across various platforms like websites, mobile apps, video, and social media.
When a user clicks on a website, the publisher puts the ad impression up for auction. The Demand-Side Platform (DSP) bids on the impression based on campaign goals and budget. The highest bidder wins, and the ad is instantly displayed.
Features
Programmatic advertising involves several key components:
- Advertisers: Ad buyers who use demand-side platforms (DSPs) to purchase ad space and manage campaigns aimed at target audiences.
- Publishers: Website owners or managers who sell ad space and make ad impressions available via supply-side platforms (SSPs).
- Ad Exchanges: Digital marketplaces that connect advertisers and publishers through auctions.
- DSPs (Demand-Side Platforms): Software used by advertisers to buy ad space from exchanges.
- SSPs (Supply-Side Platforms): Software used by publishers to make ad space available to exchanges.
Benefits
Programmatic advertising offers several key benefits, including increased efficiency, better targeting, transparency, and real-time measurement.
Traditional advertising can be time-consuming, involving requests for proposals, negotiations, and order creation. With programmatic ads, the process is much faster than other types of digital advertising. Advertisers can quickly buy and place ads through Real-Time Bidding, saving time and effort.
Programmatic ads allow advertisers to reach specific audiences based on signals like shopping, streaming, and browsing behavior across devices. This enables more precise targeting and better engagement with potential customers.
This type of digital advertising also provides real-time measurement and optimization. This allows advertisers to track performance and make adjustments to improve results quickly.
Examples
“The Economist,” a digital and print publication, effectively used programmatic advertising to boost its reach and engagement. The campaign leveraged subscriber data, cookie data, and content data to target the right audience. By using these insights, the campaign was able to reach new prospects more efficiently.
The results were impressive. The programmatic ads generated 650,000 new prospects and achieved a return on investment (ROI) of 10:1. Additionally, brand awareness for “The Economist” increased by almost 65%, showing the power of programmatic advertising in driving both immediate and long-term results.
Criteria for Choosing the Best Type of Digital Ads
1. Target Audience
To choose the best types of digital advertising, it’s important to understand the characteristics of your target audience. Consider factors such as age, gender, location, and income. These details help you tailor your messaging and ensure it resonates with the right people.
In addition to demographics, you should know your audience’s habits, and online behavior like where they spend their time online, what platforms they use, and how they interact with content.
For example, younger audiences may engage more with social media ads on Facebook or TikTok. In contrast, professionals are likely to be more active on LinkedIn, where they may respond better to industry-specific ads.
2. Campaign Goals
You must reflect on your campaign goals to identify the right types of digital advertising. There are several scenarios for you to learn from:
- If your goal is to increase brand awareness, display or video ads are often the most effective. These formats capture attention and help introduce your brand to a wider audience.
- If your focus is on driving direct sales, search ads might be more suitable, as they target users ready to make a purchase.
- If you’re promoting a new product, social media ads with links to a product purchase page can be very effective.
Additionally, you may choose to pursue multiple goals at once, combining different ad formats to achieve short-term sales while building long-term brand recognition.
3. Budget
Your budget plays a crucial role in selecting digital ads. Some ad types are more affordable than others. For example, while programmatic ads can maximize your spending, search ads may need a larger investment.
It’s also crucial to assess how much you can allocate to your digital advertising efforts. Some options, like organic social media ads or certain mobile ads, are cost-effective to create and run.
However, other types, such as paid search or native ads, may require a higher budget or more time to implement effectively.
4. Content Type
The content you’re promoting on different types of digital advertising is another important criterion. The content type you choose should align with the complexity of your offering, ensuring that your message is communicated clearly to your audience.
When you have a complicated product, you may need to provide more detailed information. In this case, video ads are a great option, as they allow you to explain features, benefits, and how the product works engagingly.
Meanwhile, you can use static image ads to promote simple products. These ads are quick to consume and can highlight the key benefits.
5. Platform Compatibility
The effectiveness of your digital ads partly depends on the ad platform you choose. Certain products perform better on specific platforms due to the content and target audience.
For example, appealing products like fashion or home decor will thrive on Instagram or Pinterest. These platforms are ideal for aesthetic products because they specialize in showcasing high-quality images.
On the other hand, more informational or service-based products might perform better on platforms where users are looking for detailed information or specific solutions like LinkedIn or Google Ads.
Wrap Up
Digital advertising is a powerful tool for businesses to reach the right audience and grow brand visibility. Exploring the best types of digital advertising can also help you boost sales. From search ads to programmatic ads, each type has unique strengths.
The key is to align your strategy with your goals, target audience, budget, content type and platform compatibility. Experiment with different types, monitor performance and adjust as needed. Digital advertising is always evolving, so staying flexible and informed will keep you ahead!
