数字广告的10种主要类型

Digital advertising comes in many forms. Here are 10 main types of online ads use to connect with their audience and boost brand awareness.

1. Display ads
2. Search ads
3. Social media ads
4. Video ads
5. Native ads
6. In-app ads
7. CTV ads
8. Affiliate ads
9. Email ads
10. Audio ads

Ad types show how digital advertising has evolved. It now fits new media formats and changing audience habits. In 2025, digital ads now dominate global ad spend, accounting for over 75% of the $1.8 trillion total ad market.

For absolute beginners, check out our digital advertising guide to understand how it works, and its benefits. To summarize, digital advertising is any ad created on online platforms to promote products and services.

Now, let's explain each type of online advertising.

1. Display Ads

Display ads, also known as banner ads, usually contain images, text, and sometimes animations (rich media). You can find them as visual banners on websites, blogs, and mobile apps. Like this:

These ads are usually sold via platforms like Blockchain-Ads and Google Display Network.

Banner ads come in many dimensions, with the most popular options being:

1. 300x250
2. 728x90
3. 160x600

You can see our content on display ad formats for more sizes and their explanations.

Another type of display ad is rich media ads. This type of ad adds excitement to your display campaign, making it more appealing than static banners. 

Rich media formats include:  

• Floating or pop-up ads  
• In-banner video ads  
• Interstitial ads  
• Expandable banner ads

An example is a display ad that expands when users hover over it. This allows them interact without leaving the page.

2. Search Advertising

Search ads are paid ads that show up at the top or bottom of search engine results pages (SERPs) when users search.

Search ads target specific keywords entered by users and are usually text-based, like so:

Search ads work through a bidding process where advertisers place bids to appear for high-intent queries. This makes the ads very relevant as they reach users when they’re most interested.

But text-only ads aren't the only formats available in search advertising, as we have

• responsive search ads
• dynamic search ads
• call-only ads
• discovery ads
• shopping ads

You can run search ads on search engines, through Google Ads and Microsoft Advertising. Our guide on search ads will give you a full explanation of how this digital ad type works.

3. Social Media Ads

Social media ads are paid content that shows up in users’ feeds, stories, or certain areas of a social media platform. They are meant to target specific audiences based on demographics, interests, and behaviors. Here’s an example:

Social media ads have various formats. They can be text-only, images, carousels, videos, or interactive ads.

Most times, this type of digital ad comes with a "sponsored" tag, although they tend to blend in with the platform and are almost native.

Social ads work well for awareness campaigns as users can discover new products right in their feeds. Our content on social media advertising provides a clear explanation of this digital ad type and how to execute it.

4. Video Advertising

Video ads are short promotional videos that companies create to advertise their products or services. They're designed to grab your attention and persuade you to buy something or learn more about a brand.

You’ll find video ads everywhere. They play before YouTube videos, on social media like Instagram and TikTok, on websites, and even in mobile games. They usually last anywhere from a few seconds to a couple of minutes.

Video ads work by combining visuals, sound, music, and sometimes text to tell a story or show off what they're selling. They are usually more engaging than regular picture ads. This is because they can show the product in action, tell a short story, or use humor and emotions to connect with viewers.

Video advertising comes in many types. These include in-stream, outstream, native, and rewarded ads. You can also find social media, shoppable, search result video ads, and over-the-top ads. 

However, the two main approaches are:

•  In-stream
• Out-stream

In-stream ads are those that play within video content. You’ve likely seen those YouTube ads, and even on streaming platforms like Hulu and NetFlix. They are those clips that pop up before, during, or right after your selected video.

The ones that play before the content are called pre-roll ads. If they appear midway, they’re known as mid-roll, often used for longer videos. Post-roll ads follow at the end. Here's an example of in-stream video ad:

Out-stream ads are unexpected videos. They pop up in places like the middle of an article or when you scroll through a blog post. These ads don’t rely on another video to host them. Instead, they are run through advertising platforms like Blockchain-Ads. Here's an example:

They auto-play silently, catching the eye without disrupting the flow. Once the viewer taps or hovers, the sound kicks in.

5. Native Advertising

Native advertising is a common digital ads type that blends in with the content on the platform, matching its look, feel, and purpose. 

You can see native ads on websites, apps, search results, and social media feeds. They are usually marked as “sponsored” or "promoted," but look like regular content.

There are many formats for native ads, but these three are the main forms:

• In-feed native ads
• Sponsored articles
• Content recommendation widgets

In-feed ads are one of the most common native advertising type. These ads are placed right into your social media feeds or news websites, and they look almost exactly like regular posts or articles. These ads blend in so you don't immediately realize they're trying to sell you something.

Another popular format is the sponsored article, also known as branded content. These are long-form pieces hosted on well-known publisher sites, written to offer insights or tell a story tied to the brand’s message.

The third type is the recommendations widget or "more stories you may like" section. They often appear at the bottom of articles with click-baity titles that prompts you to read them.

Our guide to native advertising further explains this digital advertising type.

6. In-app Ads

In-app ads are becoming more popular because they let companies connect with users in the places they spend the most time—mobile apps. This ad type works for casual games, streaming apps, or other applications.

There are different ad formats used in apps, but the most effective types include:

• Interstitial ads
• Rewarded video ads
• Playable ads

Interstitial ads show up during natural breaks, like when you finish a game level or switch tabs. They briefly take over your mobile screen and show a close button after a short countdown.

Rewarded video ads take a different approach. Users are given a choice to watch a short video and get something in return. In gaming apps, that might be an extra life or bonus coins. This format is successful because users engage willingly, as they know it benefits their time.

Playable ads are interactive previews, especially common in mobile gaming. They let users try a lightweight version of an app before deciding to install it. Instead of just watching a promo, users get to experience how it works. That often leads to higher-quality installs and more committed players.

7. Connected TV Advertising

CTV ads are video commercials for TVs that connect to the internet using streaming platforms like Netflix, Hulu, YouTube TV, or Roku. These ads usually show up before, during, or after streaming content. This is like how commercials run on regular TV.

But, they're delivered through the internet rather than cable or satellite signals. Advertisers can now target specific audiences better. For example, they can show sports equipment ads to people who watch a lot of sports.

CTV ads are rising in popularity as people turn away from cable TV with 88% of U.S. households owning at least one internet-connected TV device in 2023. Even more notable, CTV ad spending has surged by almost 400% since 2019. This shows how fast this advertising format is growing.

8. Affiliate Ads

Affiliate ads are cost effective promotional content made by partners called affiliates. They earn money by promoting other companies' products or services. When someone clicks an affiliate's link and makes a purchase, the affiliate receives a commission, usually a percentage of the sale.

You’ll often find affiliate ads on blogs, YouTube videos, social media, and review sites. For example, a tech blogger might write a review of the latest smartphone and include special links to buy it. If you click that link and purchase the phone, the blogger earns money from the sale.

These ads often appear as regular content. However, they must have disclaimers such as "sponsored," "affiliate link," or "I may earn a commission.""

In our guide to affiliate advertising, we explain how this marketing approach is a win-win.

• Companies attract more customers through trusted influencers and content creators.
• Affiliates can earn money by recommending products they truly use or believe in.

会员广告可以是简单的文字链接或横幅图片。它们还可以包括完整的产品评论和拆箱视频，这些视频通常比普通广告更像娱乐。

9。电子邮件广告

电子邮件广告是直接在人们的收件箱中发送给他们的促销信息，您会遇到两种主要类型。第一种是在 Gmail 或 Yahoo 等电子邮件平台上显示的横幅广告。它们看起来像您的常规电子邮件旁边的小广告，就像网站上的广告一样。

第二种类型是直接向注册接收促销内容的人发送促销内容。这包括来自展示其产品或销售的公司的促销时事通讯。它还涵盖了人们已经订阅的时事通讯中的赞助内容。你可能会收到每周一次的科技时事通讯，其中包含推广相关产品的赞助部分。像这样：

两种类型都需要基于许可的营销。这意味着人们必须同意接收促销电子邮件或使用清晰显示广告的平台。请参阅我们关于电子邮件广告的内容，了解其运作方式的完整详情。

10。音频广告

音频广告是一种针对播客、流媒体音乐服务和互联网广播听众的数字广告类型。

流媒体平台和播客使音频成为一种强大的工具。它非常适合讲故事、帮助人们记住产品和强化品牌。这些广告可以流畅地融入你正在收听的内容。它们通常以简短的画外音或赞助信息的形式出现。

音频广告中使用两种主要格式：

• 播客广告
• 音乐流媒体广告

播客广告位于剧集的开头、中间或结尾，称为片头、片中和片后。有些是根据听众的个人资料添加的。其他内容由主持人阅读，营造出个性化和真实的语气。

你可以在Spotify、Pandora和Audiomack等平台上找到音乐直播广告。这些是针对免费套餐用户的歌曲之间的简短音频广告。这些片段通常持续 15 到 30 秒，并且通常会在屏幕上显示一个可点击的可视横幅。结果是一则双格式的广告：它既能听见，又能看见，从而增加了参与的机会。

选择正确的数字广告类型以提高品牌知名度

要提高品牌知名度并获得出色的效果，请选择符合您的目标、受众和预算的数字广告。以下是需要记住的三个核心因素

• 你的目标受众： 他们在哪里度过上网时间？
• 你的预算： 有些广告类型比其他类型更昂贵。
• 你的目标： 你的目标是品牌知名度、潜在客户还是销售？

以下是选择数字广告策略时需要考虑的关键因素：

1. 了解您的受众： 了解客户的习惯和偏好很重要。这可以帮助你在网上取得成功。年轻的受众往往更多地关注抖音和Instagram上的社交媒体广告。相比之下，专业人士往往更喜欢LinkedIn活动和电子邮件时事通讯。
2. 定义您的竞选目标： 明确你想通过广告实现的目标。如果您的主要目标是品牌知名度，请尝试展示广告、视频广告或 CTV 广告。为了快速销售和立竿见影的效果，重定向展示广告、搜索广告或联盟营销可能效果最好。
3. 考虑一下你的预算： 某些广告类型比其他广告类型具有更好的成本效益。程序化展示广告非常有效，可以吸引许多人。网红营销需要更多的投资。尽管如此，它通常会提供更好的参与度并与观众建立真正的联系。
4. 将内容与广告类型相匹配： 您的产品或服务的性质应指导您的广告格式。复杂的产品或服务需要在视频广告或原生广告中进行明确的解释。另一方面，简单的产品在静态展示广告或社交媒体帖子中表现良好。
5. 选择适合平台的格式：不同的产品在特定平台和广告类型上的表现更好。有吸引力的产品，例如时装和家居装饰，在带有社交媒体广告的图像驱动平台上表现良好。相比之下，B2B服务通常通过搜索广告或专业的电子邮件活动获得成功。

结合不同类型的数字广告可以制定更强有力的策略。它吸引了处于客户旅程不同阶段的人们。例如，您可以使用展示广告以明亮的视觉效果吸引注意力。然后，使用融入内容的原生广告。这样，您就可以建立信任并鼓励参与。

区块链广告等平台可让您同时投放不同的广告类型。它提供了一种程序化广告方法，允许您使用多种格式吸引高度相关的受众。

你可以在哪里投放这些类型的数字广告？

如今，大多数广告类型都可以在各种在线平台上投放。了解广告的展示位置会对您的结果产生重大影响。

你可以使用谷歌和必应等搜索引擎。社交媒体选项包括脸书、Instagram、X（前身为推特）和领英。

YouTube等视频平台和亚马逊等电子商务网站也可用。您还可以利用展示广告网络和联网电视 (CTV) 广告。

我们的指南 最好的数字广告平台 提供了每个平台及其优势的完整细分。

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