Digital advertising: the 8 formats that you must not lose sight of

Digital advertising

Digital advertising: the 8 formats that you must not lose sight of


Digital advertising is gaining more and more 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 the different formats of digital advertising are increasingly the protagonists of marketing strategies. So much so, it is estimated that investment in digital advertising will exceed television for the first time. But what are the most profitable types of ads? What formats can give me the best results? Which ones exist? From marketer to marketer, to shed a little light on the matter, here I leave you the 8 formats of digital advertising that you must not lose sight of.

1) Native advertising
Native advertising is integrated into the content or platform where it is published, without causing an interruption in navigation. In this format of digital advertising, it is possible to unleash all our creativity to entertain, surprise and add value to our target audience, all of this being part of a fluid user experience. Faced with the growth of adblockers like AdBlock Plus, the answer is not to try to limit their use to compel users to consume our ads: it is to respect their freedom of choice and use native advertising to give them content that they really want to consume.



2) Email Marketing
The market offers many quality databases with different segmentations as the first step to create our email marketing campaign. But the possibilities of this format go further the more we manage to segment our audience. For this, we can launch content download campaigns in exchange for email, creating a database of interested leads. As our database grows, we can subdivide it into increasingly specialized groups and target email retargeting campaigns. The objective is to arrive at just the right time and with the right message to achieve maximum impact with our emails.



2) Social Ads
Social ads are one of the most interesting digital advertising formats, since they have millions of users and allow you to segment to reach your target audience. Use advertising on social networks to maximize your presence on these platforms, taking advantage of their different features and options:

Facebook Ads: Thanks to its Power Editor, Facebook Ads is a tool with a lot of possibilities. To take advantage of its full potential, reflect on what you want to achieve with your campaign: increase 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 results.
Twitter Ads: Twitter advertising never ceases to amaze with new options. They have recently launched the Conversion Lift tool, which allows us to configure our campaigns to test multiple variables and thus focus the budget on those that give the best results.
Instagram Ads: The most visual social network is also strongly committed to advertising. In the last year, they have expanded their offer of sponsored content with 30-second videos, photographs in horizontal format and the Marquee tool. Discover in this guide the best way to create Instagram Ads.

4) Display
We call display any advertising visual element that we can place on a website, portal, blog, etc. such as the well-known banner, pop-up and interstitial. Although this format has been affected by the growth of ad blockers, I think it still has a lot to say. But the answer is not in trying to bypass the blockers to invade the user, but in creating ads that are really worth seeing.



5) Online retargeting
Go a step further with an online display that uses the advertising formats of web pages intelligently to display personalized ads. Retargeting takes advantage of the information about users collected through cookies to show them ads more appropriate to their latest actions. In this way we will be able to create a truly relevant and timely advertisement and, therefore, with more possibilities of succeeding.

Although some of the concepts that I propose are not a format in itself, but a compendium of them, I wanted to highlight those that are standing out above the rest. Advertising on social networks, making video ads or betting that all your advertising content is responsive, so that they adapt to mobile devices, are an imperative in any marketing and digital advertising strategy.

Remember, always bet on formats that are non-invasive and overcome AdBlocks barriers, so that the impact you create for the consumer is positive and you get the best results with your advertiser's investment.


6) SEM
SEM is the creation of ad-click advertising campaigns in search engines such as Google or Yahoo. It is one of the most widespread digital advertising formats when creating written ads. The key to its success is that it responds in a real way to the needs of users, since it is based on the keywords they are looking for (for example, "car rental in Madrid city center").

To maximize the effectiveness of our SEM campaigns, Google AdWords offers the option of creating search engine ad campaigns combined with retargeting lists. For example, we can show the ads only to those people who have visited a specific page of our website in the last 30 days. Can you imagine all the possibilities to get conversions?



7) Mobile Ads
All advertising formats have to be thought for mobile devices. Most consumers have one and it is the device with which they spend the most hours browsing. In fact, according to Google, 2015 has been the year in which mobile searches have overtaken computer searches, and this trend is unstoppable. So instead of adapting your web campaigns to the mobile, the time has come to put the mobile first and give it all the prominence it deserves.



8) Online video
Video is very effective, since it achieves better CTR than traditional advertising and facilitates the promotion of a campaign. It is a format that is increasingly popular and, thanks to the speed of connections and the increasing size of mobile screens, it no longer has to be limited to desktop campaigns. The biggest obstacle to video is users' rejection of pre-roll formats (another of the ads commonly removed by ad blockers). To overcome it, bet on YouTube and native video advertising instead and you'll see how your marketing plan succeeds.

Although some of the concepts that I propose are not a format in itself, but a compendium of them, I wanted to highlight those that are standing out above the rest. Advertising on social networks, making video ads or betting that all your advertising content is responsive, so that they adapt to mobile devices, are an imperative in any marketing and digital advertising strategy.

Remember, always bet on formats that are non-invasive and overcome AdBlocks barriers, so that the impact you create for the consumer is positive and you get the best results with your advertiser's investment.