What is an Ad Type?

In digital advertising, the term “ad type” refers to a particular format of advertisement. There are numerous different ad types, and they differ on a range of key variables such as media type, platform, placement, and interactivity.  

Why do ad types matter?

Ad types are a relevant consideration for advertisers because they each have different functions and are often best suited to specific situations. Often, an ad’s type can be as consequential as its content in how it influences consumer behavior. Morever, ad types can play an important role in how advertisers go about targeting certain audiences, with choosing certain types of ads can improve performance on key metrics.

When devising campaigns, marketers must carefully consider their goals and seek to utilize ad types that can best help them achieve those goals. This may involve using a single ad type, or strategically combining two or more ad types to gain the attention of a specific demographic and generate engagement and conversions.

What are the different ad types?

Broadly speaking, there are seven main ad types in digital advertising, each with its own particular use cases. These are as follows:

1. Display ads: Display ads are visual ads that are displayed on web pages or in apps, such as banner ads or pop-ups. While these ads achieve relatively low click rates, they have a high level of visibility and are useful for building brand awareness and recognition.
2. Native Ads: Native ads are ads with a bespoke design aesthetic that makes them blend in with the editorial content of a page or platform. They are created in coordination with the publisher and are intended to communicate brand messages in a way that does not disrupt the user experience. Native advertising is useful in situations where advertising is to be incorporated into content streams naturally.
3. Video ads: Video ads commonly appear on video-based platforms, such as YouTube. These ads can appear in multiple forms, including pre-roll, mid-roll, post-roll, overlay, and interactive. They offer strong visual storytelling capability and are ideal for connecting directly with target audiences and demonstrating the utility of products or services.
4. Audio ads: Audio ads are similar to video ads, but they appear on audio-based platforms. As with video ads, they can be served as pre-roll, mid-roll, and post-roll. These ads can help an advertiser to connect with their audience members in situations where they are doing other activities. As such, they are often used to communicate key brand messages related to routines and lifestyle habits.
5. Email ads: Email ads are advertisements sent to consumers directly, via email. They are often personalized and are commonly used to communicate with previous or existing customers, such as to promote events and discounts or offer bespoke recommendations. Due to their direct and personal nature, these ads are often used for nurturing, reengagement, and to boost retention.
6. Search ads: Search ads are those which appear on search engine results pages (SERPs). They typically appear as snippets, primarily text-based, and provide information about products and services relevant to a user’s query. They are highly effective at driving clicks and generate conversions by appealing to the interests of highly-motivated consumers.
7. Social media ads: Social media ads appear on social platforms, such as Facebook, Tik Tok, or Instagram. They commonly appear as display ads, video ads, and native ads, and are highly targeted, using behavior and demographic data to serve ads relevant to users’ interests. They are widely used for outreach and building brand awareness.