Digital advertising reaches people in the place they spend much of their time: the internet. It allows you to send the right message to the right people at the right time. Effective digital marketing occurs when it is seamlessly integrated into your target customer’s user experience on a website, guiding them to your own site in a natural, non-intrusive way. 

Digital Advertising Formats

Digital advertising consists of various advertising formats. It is not simply putting up an ad on Facebook, Twitter, etc. Digital advertising uses Internet-based advertising tools to research, manage, track, analyze, and improve online advertising campaigns. Here are a few of the most commonly used digital ad formats:

Search Engine Marketing

Search engine marketing (SEM) is generally the most commonly used ad format. It consists of using keywords to appear at the top of a search results page. Where can you typically spot search engine marketing? When you search for something on Google (or your preferred search engine), you will see a few search results with the tag “Ad” at the top of the page. These ads are the result of search engine marketing. They can be either pay per click (PPC) or cost per mille (CPM). With PPC, you pay every time your ad is clicked. With CPM, you pay for every 1000 impressions on your ad, regardless of clicks. 

Display Ads

Display ads are characterized by text and images that appear on third-party websites. You will usually see banners or other ad formats made of text, images, video, and audio. They are used to encourage the user to click through to a landing page and take action; for example, making a purchase. Many websites self-host display ads.

Social Media Ads

Social media ads consist of using social media platforms like Instagram, Twitter, Facebook, YoutTube, LinkedIn, etc. to promote your brand and products. Social networks serve highly relevant advertisements to users based on their interactions within a specific platform. When a target market aligns with the user demographic of a social network, social media advertising can provide increases in conversions and sales. 

Native Advertising

Native ads do not look like typical ads. They are advertisements that visually match the content you are currently viewing and may appear under headings like “Related Stories” or “Recommended Reading.” You are redirected to the advertiser’s website upon clicking. 


Remarketing uses cookies to track your footsteps on the internet. It is the reason behind seeing an advertisement for the exact product you were just looking at on another website. Almost every popular social media platform currently offers remarketing. 

Viamark Advertising

The Wilmington, Delaware office of Viamark Advertising delivers award-winning advertising campaigns with a strong marketing backbone. Our vast national resources and unique business model allows local and regional businesses in Delaware to utilize the same quality advertising services that a national advertiser would expect from an ad agency. We can also help set up, plan, and manage a social media and networking platform that fits your unique needs, including reputation management. Contact us today!