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May 29, 2020 2 min read

What is Advertising?

Advertising is a form of communication aimed directly at consumers. The overall objective of advertising is to increase the consumption of a product or service, improve the image of a brand, or reposition it within the mind of the consumer. In the distinction between marketing and advertising, advertising is a part of marketing, specifically within promotional strategies. 

Today, digital marketing and digital advertising are essential when it comes to promoting new products and services, even more so than traditional media. 


8 Advertising Formats

  • Native Advertising: This type of advertising is integrated into the content or platform where it is published, without navigation being interrupted. While it’s a good method for overcoming the challenge of ad blockers, it must bring real value to the customer in order to be an effective form of advertising.
  • Email Marketing: As we mentioned, advertising is a function within marketing, so it should be no surprise that email marketing is actually an essential technique within advertising. It is a relevant concept in both fields.
  • Social Ads: Ads on social networks allow brands to both reach a potential audience of millions of users, as well as precisely segment target audiences. Currently, the most popular social ads are Facebook Ads, Instagram Ads, and Twitter Ads, but other social networks such as Snapchat and Pinterest have interesting options. 
  • Display Advertising: Displays are any visual advertising element, like banners and pop-ups, that can be placed on web pages, portals, blogs, etc. This type of advertising is challenged by the popular use of ad-blockers, so it’s important to ensure the displays are not intrusive.
  • Dynamic Retargeting: This technique takes display advertising one step further by displaying custom ads based on users' previous behavior. This is done by collecting information about users through cookies.
  • SEM: SEM campaigns are based on publishing ads in search engines, like Google. The ads are then shown to the user based on what they’re searching for. It is essential to properly target the keywords and to have a great landing page for SEM to be successful.
  • Mobile Ads: Today virtually all online ads must be designed for mobile devices, since its where users spend most of their time browsing. 
  • Online Video: Video is highly effective due to its ability to easily convey ideas and emotions. It generates higher CTRs than traditional digital advertising and has great virality potential. 

As you can see, while they may share many similarities, advertising is a function within marketing. One cannot wholly exist without the other. We hope we’ve cleared up the difference between marketing and advertising. Let us know what you think!