Understanding Common Types of Online Ads
Online advertising offers many ways for businesses to connect with their audience. Knowing the different types of ads helps you choose the best method for your goals. This guide explains the most common ad formats used online today, how they work, and when to use each one.
1. Display Ads
Display ads are image-based advertisements shown on websites, apps, or videos. They often appear in the form of banners, sidebars, or square images on webpages. Display ads can be static (like a single image) or animated (like a GIF or HTML5 banner).
These ads are great for increasing brand awareness because they reach a large audience. However, since people don’t always click on them, they’re usually better for visibility than direct sales. Platforms like Google Display Network allow you to place these ads across thousands of sites.
2. Search Ads
Search ads appear at the top of search engine results pages (SERPs), such as Google or Bing, when users type in specific keywords. These ads look like regular search results but are marked as “Sponsored” or “Ad.”
Search ads are highly effective for driving targeted traffic because they show up exactly when someone is looking for something related to your business. You only pay when someone clicks, which makes them cost-effective for many advertisers.
3. Social Media Ads
Social media platforms like Facebook, Instagram, Twitter, LinkedIn, TikTok, and Pinterest offer various ad formats. These include image ads, video ads, carousel ads, and story ads. Social media ads can be targeted based on interests, behavior, location, age, gender, and more.
These ads are powerful for brand engagement, driving traffic, or promoting special offers. Since users are often active and scrolling, creative visuals and short videos work best in social feeds.
4. Video Ads
Video ads are short clips that play before, during, or after online video content. You’ll see them often on platforms like YouTube, Facebook, or even embedded in articles. They can be skippable or non-skippable, depending on the format.
Video ads are ideal for storytelling and capturing attention quickly. They’re also great for explaining products in a visual way. Even short 15-second videos can deliver strong messages when done well.
5. Native Ads
Native ads blend into the surrounding content of the platform where they appear. They look like articles, videos, or posts, and often include a label like “Sponsored” or “Promoted.” You’ll find them in news feeds, blog sidebars, or recommendation widgets.
Because they match the look and feel of the platform, native ads feel less like ads and more like helpful content. They tend to perform well in terms of engagement and trust, especially when used for content marketing.
6. Shopping Ads
Shopping ads display product images, prices, and brand names right in the search results. Google Shopping is one of the most well-known platforms for this ad type. These ads typically appear when someone searches for a product, like “running shoes” or “smartphone deals.”
They’re excellent for e-commerce businesses and have a high click-through rate because they show users what they’ll get before they click. These ads lead directly to product pages for quick purchases.
7. Retargeting Ads
Retargeting (or remarketing) ads target users who have previously visited your website or interacted with your app. These ads follow users around the web, reminding them about your brand or product.
For example, if someone added an item to their shopping cart but didn’t buy it, you can show them a retargeting ad with a discount or reminder. These ads help bring back warm leads and increase conversion rates.
8. Pop-Up and Pop-Under Ads
Pop-up ads appear in a new browser window or tab when a user visits a website. Pop-under ads do the same but open behind the main browser window, showing up after the user closes their current tab.
While these ads can be annoying, they can still be effective for collecting emails, showing special offers, or driving immediate action. Just be sure to use them wisely, or they may hurt user experience.
9. Interstitial Ads
Interstitial ads are full-screen ads that cover the interface of an app or website. They usually appear at natural transition points, like between game levels or page loads. Users must close the ad to continue using the app or site.
These ads grab full attention and can be effective when used in moderation. However, frequent use can annoy users and lead to app uninstalls or bounce rates.
10. Email Ads
Email advertising involves sending promotional messages directly to users’ inboxes. These can be in the form of newsletters, product announcements, or sponsored content. It’s one of the oldest forms of digital advertising but still very powerful.
When done right, email ads can build loyalty, drive repeat sales, and increase customer engagement. Personalization and clear calls to action are key for success.
11. Audio Ads
Audio ads are placed in music streaming platforms like Spotify or podcast networks. They usually play between songs or during podcast breaks and are about 15 to 30 seconds long.
These ads are perfect for reaching users during workouts, commutes, or downtime. Since the environment is audio-only, clear voice scripts and catchy sound effects help capture attention.
12. Influencer Marketing Ads
Influencer ads are collaborations with online personalities who have a large or targeted following. These influencers promote a product or service through their content, whether it’s a review, demo, or shoutout.
This type of ad works well when the influencer’s audience matches your ideal customer. It builds trust and social proof, especially for younger or niche markets.
13. Affiliate Ads
Affiliate advertising involves working with publishers or bloggers who promote your product in exchange for a commission on sales. These ads are typically tracked with custom links or codes.
It’s a cost-effective method since you only pay for actual conversions. It also expands your reach through trusted third parties.
14. Push Notification Ads
Push notification ads appear as messages on a user’s device, even when they aren’t on your site. These are sent through apps or websites that users have opted into.
They’re great for sending quick updates, special offers, or reminders. Timing and personalization are important to avoid annoying the user.
15. Programmatic Ads
Programmatic advertising uses automation to buy and place ads in real-time across many platforms. It uses AI and algorithms to target users based on behavior, interests, and demographics.
This method improves efficiency, lowers costs, and allows better targeting at scale. It’s widely used in larger campaigns that run across multiple channels and audiences.
Which Ad Type Should You Use?
The best ad type depends on your business goals, audience, and budget. If you want fast sales, search or shopping ads are great. For brand building, try video or display ads. To reach younger audiences, social media or influencer ads work well. A smart strategy often combines multiple types for the best results.
Final Thoughts
Online advertising continues to evolve, offering more options than ever. Understanding the strengths and purposes of each ad type helps you plan smarter and get better returns. Whether you're just starting or optimizing an existing campaign, the key is to match your ad format with your audience's habits and your business objectives. With the right mix, your ads can grow awareness, engagement, and revenue effectively.