Digital Advertising - 8 formats that you should be aware of in 2018 Native Advertising, E-Mail Marketing, Social Ads, SEM, Videos & everything else you should definitely keep track of

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The digital advertising is increasingly gaining ground in companies. There are sectors that are no longer conceived almost outside the online environment, such as the booking of trips and hotels or the consumption of movies and series or providing services like logo designing or website desinging or running an ecommerce outlet.. There is no doubt that the different formats of digital advertising are increasingly the protagonists of marketing strategies . So much so, that in 2019 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 throw a little light on the matter, here I leave you the 8 formats of digital advertising that you must keep track of.

Native advertising

Native advertising is integrated into the content or platform where it is published , without causing 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 part of a 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 and use native advertising to give them content they really want to consume.

Email Marketing

The market offers many quality databases with different segmentations as a 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 direct them to email retargeting campaigns. The goal is to arrive at the right time and with the right message to get the maximum impact with our emails.

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 are a tool with a lot of possibilities. To take advantage of its full potential, think about what you want to achieve with your campaign: increase the audience of your publications? Improve brand branding? Conversions on your website? Choose the type of ad that best suits your goals and do not forget to measure and optimize the results.
  • Twitter Ads: Twitter advertising does not stop surprising 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 those that give the best results. Learn more in this post about " What is Twitter Ads ".
  • Instagram Ads: the most visual social network also strongly supports 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 .


We call display any visual advertising element that we can place on a website, portal, blog, etc. like the well-known banner, the pop-up and the 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 skip the blockers to invade the user, but in creating ads that are really worth seeing.

Online Retargeting

Go a step further with an online display that uses the advertising formats of web pages in an intelligent way to display personalized ads . The retargeting takes advantage of the information about users collected through cookies to show them more appropriate ads to their latest actions. This way we will be able to create a really relevant and timely publicity and, therefore, with more possibilities of succeeding.


The SEM is the creation of ad campaigns by 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, "logo designing companies").

To maximize the effectiveness of our SEM campaigns, Google AdWords offers the option to create search engine 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 during the last 30 days. Can you imagine all the possibilities to get conversions?

Mobile Ads

All advertising formats must be designed for mobile devices. Most consumers 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 searches through mobile phones have surpassed those of computers, and this trend is unstoppable. So instead of adapting your web campaigns to mobile, the time has come to put the mobile first and give it all the prominence it deserves.

Online videos

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 is increasingly accepted 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 the rejection of users to pre-roll formats (another of the ads commonly eliminated by advertising blockers ). To overcome it, bet instead on Youtubers and native video advertising and you will see how your marketing plan triumphs


Although some of the concepts I propose are not a format in themselves, 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 a must in any marketing strategy and digital advertising.

Remember, always bet on formats that are not invasive and overcome the barriers of the AdBlocks , so that the impact you create before the consumer is positive and you get the best results with the investment of your advertiser.


About Lissa Doniro

Lissa Doniro is a senior research specialist at one of the leading brand consulting company: SKWebDesigningSolutions, based in United States. She is currently acting as a senior content writer and assisting the firm in implementing new content marketing stratgies for online branding.

View all posts by Lissa Doniro

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