What is the best format to advertise your product or service?

In advertising, verbal (text-based) information plays a key role. Text is always paired with an image or video: photos come with captions, while videos have voiceovers or subtitles. However, different formats serve different purposes 👇

☝ Contextual Advertising
In this format, text is everything. Keywords are the foundation for displaying ads in search engines. Precision and relevance of wording are crucial here.

✍ Advertising Copy
This is a tool of influence. Writing it requires skill and knowledge — the main goal is not only to inform but also to motivate action. Anyone can learn to write such texts and become a copywriter.

📷 Photos
The most obvious advertising format. Works great on social media and in display networks. The focus is on the beauty and aesthetics of the image — especially effective for promoting products that people “buy with their eyes.”

🎥 Video
Facebook and YouTube confirm that this is one of the most popular and effective formats. The best-performing videos are short — 15–30 seconds. They capture attention and deliver the message before viewers lose interest.

📢 Audio
Thanks to podcasts and music platforms, this format is gaining popularity. Short audio ads work well “in the background” while users listen to their favorite content.

📊 Banners
A classic of digital advertising. The key is to create a bright visual and a short but clear message. Banners are great for building brand recognition.

🤳 Stories Ads
Short vertical videos or photos on Instagram, Facebook, or TikTok. One of the most effective promotional tools — quickly grabs attention and drives action.

📩 Email Marketing
An “old but gold” tool. A well-written email can generate sales on par with targeted advertising.

🌐 Native Advertising
A format that integrates naturally into valuable content — such as articles, blogs, or news. It works through trust and subtle influence.

🤖 Chatbot Advertising
Messenger, Telegram, and Viber are now not just messaging apps but also ad platforms. Chatbots allow advertisers not only to show an ad but also to engage directly with the customer.

In today’s digital space, combining formats is essential. Text remains the foundation, but the most effective campaigns are those that mix photos, videos, banners, native content, and interactive tools.

👉 In upcoming posts, we’ll take a closer look at where each advertising format works best to achieve maximum results.