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Ad formats

Today we live in digital and it is increasingly common to use the Internet to promote our products and services. Find in this article, a complete series of the most used digital advertising formats and to which you have easy access.

📢Advertising formats

Each digital medium has its own formats, placements, locations, graphic sizes and character limits for its ads. Let’s understand some key concepts first:

📍Location – site

The location or placement of the ad responds on the one hand to the domain, website, forum, mobile app or digital asset where the ad is located and on the other hand to the position it will occupy in that digital asset, for example if it is a banner, pop up, etc.


The size is the measurement in pixels that the ad must have to occupy the right space in the right place. There are different sizes on the market, some more popular than others.

💬Character limit

Characters are all the letters and symbols we use when writing. Each one counts as an individual character and in different media that require us to write copy or text for advertisements, it is necessary to have a minimum or maximum number of characters.

🗨️Copies or copywriting

It refers to the texts, the wording of the advertisements as headlines or sentences. Everything that is written in an ad is copy.

📱8 types of digital banner ads

Almost since the beginning of the internet, advertising spaces have been sold. There are different types of digital ads thanks to the trend and despite the fact that these formats depend on the medium (Google, Facebook, Programmatic) they are very similar. These are the 8 most common ad formats:

🛑1. Banners

Advertising banners are the classic by excellence. These are these little squares or rectangles that appear on websites and apps and can be placed almost anywhere. Banners come in different sizes, although the most popular ones are 300×250 pixels, which adapt very well to mobile devices. This advertising format is used for graphic campaigns or display networks, where DSPs are used and the term programmatic advertising appears here. This is a list of the most popular banner sizes:

  • 468×60 px
  • 320×50 px
  • 250×250 px
  • 728×90 px
  • 336×280 px
  • 970×250 px
  • 320×100 px
  • 240×400 px
  • 300×600 px
  • 300×250 px
  • 970×90 px
  • 120×600 px
  • 160×600 px
  • 300×1050 px

💣2. Interstitial

Interstitial formats are digital ads that, when activated, occupy all or most of the user’s screen to improve performance and increase click-through rates.

⭐3. Rich media formats

Rich media ads are those that have advanced functions such as video, sound and other features that seek to attract the viewer’s attention. These ads are characterized by the fact that when interacting with them, they can float, expand, change color, etc.

▶️4. Pre roll

The pre-roll is a video format that is presented before a video, at the moment when the viewer prepares to watch it. This format became very popular with the entry of YouTube into the large digital advertising market, now known as true view in – stream and has evolved to the point where it is not only shown before the video but in the middle, at the end or at any important moment that the advertiser can configure.

⚠️5. Pop ups

Pop-ups are an advertising format characterized by a pop-up window that appears suddenly in the browser. 

📝6. Text ads

Text ads, as their name suggests, have only text without images. They are the mainstay of search advertising on Google and are sometimes seen on other platforms as a simple and easy-to-implement alternative.

👀7. Native ads

Native ads are those that want to blend into the navigation of a website or mobile app. In short, they are ads disguised as content that do not seek to raise suspicion of being an ad in order to be confused and have a higher probability of being clicked.

🎵8. Audio ads

With the new trend of music platforms such as Spotify or Deezer, audio ads have been becoming more relevant and appear from time to time when users listen to their favorite songs.

🖥️Digital media ad formats

Although we have already seen some of the most popular ad formats, trending media such as Google, Instagram, LinkedIn, YouTube or TikTok have their own formats and to appear there we simply have to stick to their standards. Thanks to the volume of users that day by day swell the metrics of these platforms and their time of permanence, media planners are inclined to find interesting audiences that help contribute to the business of companies to promote their products and services.

Below you can see the digital ad formats on the most popular platforms:

Google Ads

Google Ads search

Google Ads display network

Google Ads video

Facebook Ads

LinkedIn Ads

TikTok Ads

Ad formats
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Ad formats
Today we live in digital and it is increasingly common to use the Internet to promote our products and services. Find in this article, a complete series of the most used digital advertising formats and to which you have easy access.
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