Advertising enables businesses to reach customers and drive awareness, engagement, and sales of their products and services. But with so many advertising options now available, it can be challenging for marketers to know where to focus their efforts.
In this comprehensive guide, we break down 14 of the most common advertising mediums and explain the pros, cons, and best practices for each. Whether you’re new to advertising or looking to expand your efforts into new channels, read on to discover the advertising formats that are right for your business.
Overview: Traditional vs Digital Advertising
Broadly speaking, advertising breaks down into traditional and digital categories:
Traditional advertising relies on long-standing mediums like print, radio, and television. While the reach can be extensive, targeting options tend to be limited. Measurement can also be difficult outside of rough readership/viewership numbers.
Digital advertising encompasses promotion done through electronic devices and the internet. Channels like search, social media, and mobile offer superior targeting based on audience interests and behaviors. Digital ads also enable robust measurement of metrics like impressions, clicks, conversions, and ROI.
As consumer media consumption shifts increasingly online, digital advertising continues to see faster growth over traditional options. However, traditional advertising remains an important part of many marketers‘ strategies, especially for brands focused on local outreach or offline sales.
An integrated approach using both traditional and digital ads often brings the best results. The following sections explore popular advertising channels in more detail.
Traditional Advertising Types
This includes any printed advertisements in newspapers, magazines, directories, brochures, and more. Print continues to attract readership, particularly with niche publications focused on specific topics like news, home & gardening, automotive, etc.
Pros
- Broad reach with ability to target local/regional areas
- High credibility and readership of publications
- Long shelf life with coffee table magazines
Cons
- Competition for ad space can be high
- Short shelf life for daily publications
- Limited ability to track readership and response
Examples
- Full page ads in newspapers like NYTimes and WSJ
- Multi-month campaigns in magazines like Good Housekeeping and Wired
- Local directories, brochures, postcards
Direct Mail
Direct mail encompasses any advertising sent physically through the postal system, including postcards, catalogs, brochures, coupons, etc. Despite competition from email marketing, direct mail persists thanks to its tangible nature and high conversion rates.
Pros
- Directly reaches target customer base
- Tangible medium catches recipients‘ attention
- High conversion rates compared to other mediums
Cons
- Manual mailing process can be labor-intensive
- Higher cost to print and mail pieces
Examples
- Customer appreciation postcards
- New mover marketing kits with coupons
- Seasonal catalogs showcasing product offerings
Television
A classic broadcast advertising medium loved for its combination of sight, sound and motion. TV advertising enables brands to convey their positioning through crisp, engaging video creative.
Pros
- Broad reach, especially with nationwide networks
- Dynamic canvas for impactful video storytelling
- Frequency builds awareness and brand recognition
Cons
- Very expensive with rates based on viewership
- Difficult to directly track sales impact
- Clutter from competing advertisers
Examples
- National TV campaigns during high-profile events like the Super Bowl or Olympics
- Local cable and satellite TV ads to target specific metro areas
- Product placement in popular TV shows
Radio
Like TV, radio provides broad Audience reach and the power of audio. It remains popular for targeting niche demographics during peak listening hours like morning/evening commutes.
Pros
- Ability to finely segment audience by genre/show
- Low cost compared to other broadcast mediums
- Useful for local event promotions
Cons
- Audio-only format limits creative options
- Harder to grab listeners’ attention without visuals
- Difficult to quantify direct response
Examples
- Morning talk show sponsorships to reach working professionals
- Pandora audio ads targeted to specific listener tastes
- Event promotions on local pop music stations
Out-of-Home (OOH)
Also called outdoor advertising, this includes ads shown on billboards, transit areas, and other public spaces. Creative typically focuses on bold imagery/messaging that catches eyes as audiences pass by.
Pros
- Flexible formats like static and digital billboards
- High impressions with commuter routes and venues
- Creative stand out against cluttered environments
Cons
- Difficult to measure direct response
- Limited targeting and interactivity
Examples
- Static roadside billboards along busy highways
- Digital signage in airports, gas stations, malls, etc
- Bus shelter and vehicle wrap advertisements
Product Placement
Product placement incorporates brand names/products directly into entertainment content like TV shows, films, books, music videos, and more. Savvy placements generate buzz while avoiding overt commercialism.
Pros
- Cost-effective way to tap into existing Content distribution
- Contextual alignment with media narratives
- More authentic than traditional advertising
Cons
- Brand doesn’t control context of integration
- Risk of improper usage diluting brand image
- Limited ability to convert placement into sales
Examples
- Prominent screen time given to brands in reality TV like ‘Project Runway’
- Coke cans/logo visibility in Netflix’s retro hit ‘Stranger Things’
- James Bond driving latest Aston Martin or Omega watch visibility
Now that we’ve covered the main traditional advertising channels, let’s explore popular options in the digital realm.
Digital Advertising Types
Search Engine Marketing (SEM)
SEM encompasses both paid and organic search activities. The paid component, also called Pay-Per-Click (PPC), shows text ads alongside organic results based on a user’s query. Landing pages then aim to convert that high-intent traffic.
Pros
- Targets users actively searching for offerings
- Pay-for-performance model
- Detailed targeting by keywords and user demographics
Cons
- Rising costs for competitive keywords
- Ongoing bid management required
- Lower brand visibility than other channels
Examples
- Text ads in Google, Bing reinforcing brand terminology
- Retargeting search ads to previous site visitors
- Landing page focused on conversion of specific product/service
Social Media Advertising
This includes both organic content and paid ads on networks like Facebook, Instagram, Twitter, LinkedIn, TikTok, and Pinterest. With precise audience targeting, social platforms make it easy to promote brands and engage relevant communities.
Pros
- Granular targeting by interests and behaviors
- Creative versatility supporting video, images, carousels
- Owned, earned, and paid strategy integration
Cons
- Platform algorithm changes can impact organic reach
- Competition in crowded ad space
- Budgets can be drained quickly with bid auctions
Examples
- Instagram influencer partnerships for sponsored content
- Facebook lead gen campaigns targeted to customer profiles
- LinkedIn Sponsored Updates promoting B2B content
Mobile Advertising
With smartphones ubiquitous everywhere, mobile advertising enables brands to reach consumers anytime, anywhere. Formats include SMS/MMS, in-app ads, mobile websites, and more. Location data also facilitates geo-targeting.
Pros
- Always-on channel matching modern lifestyles
- Geo-targeting opportunities with location data
- Integrates well with omnichannel campaigns
Cons
- Banner blindness and ad avoidance common
- Less impact without larger screens for video
- Privacy changes impacting targeting and measurement
Examples
- App install ads to drive downloads
- Location-based push notifications to drive in-store visits
- Click-to-call ads connecting mobile users directly with sales
Online Video Advertising
Pre-roll and mid-roll video ads play before/during streaming content on sites like YouTube and Facebook. This high-impact format leverages sight, sound and motion to capture viewer attention and brand interest.
Pros
- Engaging canvas for visual storytelling
- Broad reach with massive viewership of top Channels
- Targeting by demographics, keywords, interests
Cons
- Frequency capping limits campaign scale
- Skippability enables ad avoidance
- Rising competition for inventory
Examples
- YouTube masthead takeovers and bumper ads
- Targeted placements aligned with relevant Content
- Facebook/Instagram video posts boosted to wider audiences
Native Advertising
Native ads match the design, format, and experience of the surrounding content. This contextual approach leads to higher click-through rates compared to disruptive formats.
Pros
- Non-intrusive, leading to higher engagement
- Brand safety being embedded directly into content
- Scales well through content recommendation engines
Cons
- Limited ad unit types and metrics
- Branding not as visible as other formats
- Risk of inadequate disclosures
Examples
- Promoted stories/content in social media feeds
- Sponsored articles blended with publication editorial
- Recommended product listings fitting ecommerce site experience
Display Advertising
Display encompasses a range of visual ad formats served across websites, apps, and ad networks, including banners, interstitials, and rich media. Programmatic channels enable advanced audience targeting for precision reach.
Pros
- Broad digital reach and high frequencies
- Visual canvas allowing creativity
- Advanced targeting capabilities
Cons
- Banner blindness leading to low click rates
- Competition for share of voice
- Impression/click fraud requiring vigilance
Examples
- Retargeting ads across top business and niche Sites
- High-impact rich media and video takeovers
- Contextual alignments based on page content
Podcast Advertising
As podcast listenership booms, host-read ads enable brands to uniquely engage this lean-forward audience in an authentic, endorsement-style approach.
Pros
- Deep targeting byShow genre and listener base
- Host endorsement drives credibility and trust
- Accuracy in tracking ad downloads
Cons
- Host ad-reads can’t scale like produced spots
- Limited ad inventory requiring planning
- Niche audiences restrict reach
Examples
- MeUndies ‘comfort on demand’ ads with irreverent shows
- DTC ecommerce companies like Purple Mattress targeting binge listeners
- Cybersecurity sponsorships providing useful advice for tech-savvy fans
Email Marketing
Using email subscribers and customer databases, this channel delivers promotions, newsletters, discounts, and other branded content directly to inboxes. Timely messages can drive conversions with precision targeting.
Pros
- Direct access to first-party data
- Personalization fuels relevance and engagement
- Cost efficiency with self-owned channel
Cons
- Inbox clutter challenges cut-through
- Changing data regulations impact targeting/measurement
- Difficult to scale beyond owner audiences
Examples
- Customer loyalty programs sending exclusive deals and content
- Retailers driving purchases with abandoned cart reminders
- Tech bloggers sharing insights with engaged readers
Conclusion
We’ve now covered the 14 most important advertising channels spanning traditional, digital, and hybrid formats.
As shown, each vehicle provides unique benefits in terms of audience reach, targeting, and creative impact. Brands achieving the greatest success take an integrated approach leveraging multiple formats tailored to campaign strategies and business goals.
No matter your mix, applying learnings across channels and continually testing into new opportunities are critical for staying ahead. With the right data-driven optimization, your advertising will continue connecting with audiences in meaningful ways amidst an increasingly fragmented media landscape.
