Digital advertising is gradually gaining ground in companies. There are sectors that are no longer conceived almost outside the online environment, such as travel and hotel reservations or the consumption of movies and series. There is no doubt that different formats of digital advertising are increasingly the protagonists of marketing tactics. So much so, that in 2019 it is estimated that the investment in digital advertising will exceed television for the first time. But what are the most gainful types of ads? What formats can give me the finest results? Which ones exist? From marketer to marketer, to shed some light on the matter, here I leave you the 8 formats of digital advertising that you should not lose sight of.
1. Native Advertising
Native advertising is integrated into the content or stand where it is published, without causing an interruption in navigation. In this digital advertising format, it is possible to unleash all our creativity to entertain, surprise & add value to our target audience, all of which is part of fluid user experience. Faced with the growth of advertising blockers such as AdBlock Plus, the answer is not to try to limit its use to force users to consume our ads: it is to respect their freedom of choice & use native advertising to give them content they really want to consume.
2. Email Marketing
The market offers many quality databases with different segmentation as the first step in creating our email marketing campaign. But the possibilities of this format go beyond the more we manage to segment our audience. To do this, we can launch content download campaigns in exchange for an email, creating a database of interested leads. As our database grows, we can subdivide it into increasingly specialized groups and direct email re-targeting campaigns. The goal is to arrive at the right time and with the right message to achieve maximum impact with our emails.
3. Social Ads
Social ads are one of the most exciting digital advertising formats since they have millions of users & allow you to segment to reach your mark audience. Use social media advertising to maximize your presence on these platforms taking advantage of its different features and options:
Facebook Ads: thanks to its Power Editor, Facebook Ads are a tool with a lot of options. To take advantage of its full potential, reflect on what you want to achieve with your campaign: rise the audience of your publications? Improve brand branding? Achieve conversions on your website? Choose the type of ad that best suits your goals and don’t forget to measure and optimize the results.
Twitter Ads: Twitter advertising never ceases to amaze with new options. Recently they have launched the Conversion Lift tool, which allows us to configure our campaigns to test multiple variables and thus focus the budget on which they give better results. Learn more in this post about ” What is Twitter Ads.
Instagram Ads: the most visual social network also bets heavily on advertising. In the last year, they have expanded their offer of sponsored content with 30-second videos, horizontal photographs, and the Marquee tool. Discover in this guide the best way to create Instagram Ads.
We call display any visual advertising element that we can place on a website and blog, etc. like the well-known banner, pop-up and interstitial. Although this format has been affected by the progress of ad blockers, I think it still has a lot to say. But the answer is not to try to skip the blockers to invade the user but to create ads that are really worth seeing.
5. Retargeting Online
Go one step further with an online display that uses the advertising formats of web pages intelligently to display personalized ads. Re-targeting takes advantage of the info about users collected through cookies to show them more appropriate ads for their latest actions. This way we will be able to create really relevant & timely publicity and therefore, with more possibilities to succeed.
The SEM is the creation of advertising campaigns by click on search engines such as Yahoo or Google. It is one of the most widespread digital marketing formats when creating written ads. The key to its success is that it responds in a real way to the needs of the users since it is based on the keywords they seek (for example, “car rental in the center of Madrid”).
To maximize the effectiveness of our SEM campaigns, Google AdWords offers the selection of creating ad campaigns in search engines combined with retargeting lists. For example, we can show ads only to those who have visited a specific page of our website during the last 30 days. Can you imagine all the possibilities to get conversions?
7. Mobile Ads
All advertising formats are intended for mobile devices. Most customers have one and it is the device with which they spend more hours browsing. In fact, according to Google, 2015 has been the year in which mobile searches have surpassed those of computers, and this trend is unstoppable. So instead of adapting your web campaigns to the mobile, the time has come to put the mobile-first & give it all the prominence it deserves.
8. Online video
The video is very effective since it achieves better CTR than traditional advertising and facilitates the promotion of a campaign. It is a format that has increased acceptance and, thanks to the speed of connections and the increasing size of mobile screens, it does not have to be limited to desktop campaigns. The biggest obstacle of the video is the rejection of the users to the pre-roll formats (another of the ads commonly eliminated by the advertising blockers). To overcome it, bet instead on Youtubers and native video advertising and see how your marketing plan succeeds.
Although some of the concepts that I propose are not a format in itself, a compendium of them, I wanted to highlight those that stand out above the rest. Advertising on social networks, making video ads or betting that all your advertising content be responsive, so that they adapt to mobile devices, are an imperative need in any marketing and digital advertising strategy.
Remember, always bet on formats that are not invasive and overcome the barriers of AdBlocks, so that the impact you create on the customer is positive & you get the best results with the investment of your advertiser.