Chapter 5: Panorama of Online Advertising Formats — What are you actually buying?
Published: Fri Feb 06 2026 | Modified: Fri Feb 06 2026 , 2 minutes reading.
1. Core Logic: Context Decides Everything
Before picking a format, ask: What is the user doing when they see this?
- Are they actively looking for an answer?
- Are they mindlessly scrolling through friends’ photos?
- Are they waiting for a video to load?
2. Search Ads — Buying “Intent”
Where: Google, Bing. User State: Active Seeking.
- Pros: Extremely high intent. Someone searching for “emergency locksmith” is ready to pay.
- Cons: Limited by search volume. You can’t create demand; you can only intercept it.
3. Display Ads — Buying “Presence”
Where: Banners on blogs, news sites, or apps. User State: Passive Browsing.
- Pros: High visual impact, cheap CPM. Great for brand awareness.
- Cons: Often ignored (Banner Blindness).
4. Social Ads — Buying “Interest & Identity”
Where: Facebook, Instagram, TikTok. User State: Hanging out.
- Pros: Ads look like content. High engagement (likes, shares).
- Cons: Creative fatigue is fast. You need a constant stream of new visuals.
5. Video Ads — Buying “Emotion & Resonance”
Where: YouTube, TikTok. User State: Immersive Watching.
- Pros: Best storytelling. Sound, motion, and rhythm build a brand like nothing else.
- Cons: Expensive to produce. The first 5 seconds are make-or-break.
6. Conversational AI Ads — Buying “Instant Solutions”
Where: ChatGPT, Perplexity. User State: High-Focus Creation/Decision.
- Pros: Extreme context relevance. If you ask “how to make coffee,” an ad for a grinder fits perfectly.
- Outlook: This is the future—ads that serve rather than interrupt.
7. Brand in Action: Nike’s Multi-Weapon Strategy
Nike uses different formats for different funnel stages:
- Awareness (Video): Epic films on YouTube to make you love the brand.
- Consideration (Social): High-def photos of sneakers on Instagram for fitness enthusiasts.
- Decision (Search/AI): When you ask ChatGPT for “best beginner marathon shoes,” Nike is there to close the deal.
Next Chapter: Chapter 6: Personality of Ad Formats. Why do some scale better than others?