Advertising engages a large part of marketing and since everyone nowadays is online it has divided into two fields: traditional and digital advertising. But before we look at each one individually we need to understand what advertising means.
What is advertising?
Advertising is derived from the Latin word ‘advertere’ which means ‘to turn the attention’. So the main purpose of all advertisements is to draw people’s attention via promotion and aims to sell a product, or service to a target audience. This promotion is done through an advertisement (advert or ad) through the media – TV, Internet, weekly newspapers, radio, trade journals, movie theaters, or billboards. Although the main purpose of advertising through promotions is to tell people to buy something. Another strategy of advertising is to persuade people to do something or think a certain way.
What is traditional advertising?
Traditional advertising is a form of marketing that uses offline mass media to reach a mass audience through commercial messages. The meaning of mass media is “paid media.” Some examples of this type of advertising would be newspaper ads and other print ads, billboards, direct mail advertisements, and television and radio advertisements.
What is digital advertising?
Nowadays consumers are spending more time connected to the Internet through their computers, smartphones, and other smart home devices. For this reason, traditional marketing is giving way to digital marketing. By creating more and more opportunities for businesses to communicate with their audience.
Digital advertising (also known as online advertising) is an online form of marketing used by an advertising agency (or ad agency) to help businesses attract user’s attention and gain new customers or website visitors.
The goal of digital advertising is to advertise where consumers are and to customize ads to the target audience’s preferences. By doing this business could expand its brand and sell its products or services beyond its local area.
Digital advertising runs in a huge range of channels. For example by advertising campaigns in social media, and search engines, as well as via email, apps, video ads, podcasts, and more.
What are the types of digital advertising?
There are four important channels of digital advertising: search, display, social, and video.
- Search advertising (also known as paid search, PPC, search engine marketing, search ads, or text ads.) Search ads are the text-based ads people see on the search engine results page (SERP).
- Display advertising (known as banner ads) are image-based ads that people see on websites and apps.
- Social media advertising – This is a type of digital marketing where ads come in different formats as images or videos. They are shown on internet platforms like Facebook, Instagram, Twitter, LinkedIn, TikTok, and more.
- Video advertising – This type of digital advertising refers to video as a channel. For example YouTube. This video advertising channel includes ads that are played before, after, and during videos and non-video ads that appear over videos and in search results.
