Definitions
Digital advertising (ads) refers to marketing through online channels, like websites and streaming content, as well as linear channels, like cable television. Digital ads span media formats, including text, image, audio, and video. They can help you achieve a variety of business goals, ranging from brand awareness to customer engagement. They can also help you launch new products and drive repeat sales.
There are multiple types of advertising formats in digital advertising. The most common types are:
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Search advertising: Search ads, also called search engine marketing (SEM), appear in search engine results pages (SERPs). These are typically text ads that appear above or alongside organic search results.
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Display advertising: Ads that use text and visual elements. These can include images or animations and can appear on websites, apps, and devices. They appear in or alongside the content of a website.
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Online video advertising: Ads that use a video format. Out-stream video ads appear in places similar to display ads, like on websites, apps, and devices. In-stream video ads appear before, during, or after video content.
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Streaming media advertising: Also known as over-the-top (OTT), these are a specific type of video ad that appears in streaming media content delivered over the Internet without satellite or cable.
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Audio advertising: In the context of digital advertising, audio ads are ads that play before, during, or after online audio content, such as streaming music or podcasts.
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Social media advertising: Ads that appear on social media platforms.
