Ad Types 101: A Beginner's Guide to Digital Advertising for Alaska Businesses
Why Ad Types Matter (and Why It Can Feel Overwhelming)
If you've ever dipped your toe into digital marketing, you've probably come across a sea of confusing acronyms and jargon: HTML5 ads, OTT, RSA, CPM… and maybe you thought, "Can't I just run an ad that says what I want it to say?"
You're not alone!
For many Alaska business owners, understanding ad formats feels like learning a new language. The truth is, the type of ad you choose matters just as much as the message you put in it. Picking the right format can make or break your budget, engagement, and results—especially in a state like Alaska, where tourism seasonality, local geography, and small-town communities play a significant role in marketing.
In this guide, we'll walk through the most common digital ad types, explain the technical terms in plain English, and share local examples so you can see how they fit into real-world strategies. By the end, you'll have a solid foundation—and know exactly when to call in the experts (like us!) to execute a winning campaign.
1. Display Ads: The Digital Billboards of the Internet
Display ads are the visual ads you see on websites, apps, or even inside games. Think of them like a digital version of a roadside billboard, but far more targeted and trackable.
Static Display Ads
What They Are: Single-image ads, like posters or flyers, usually in formats like JPG or PNG.
Why They Matter: Easy to make, fast to load, and great for brand awareness.
Example: An Anchorage coffee shop running a banner that says, "Now Hiring Baristas – Apply Today."
HTML5 Display Ads
What They Are: Animated or interactive ads built using web code (HTML5, CSS, and JavaScript).
Why They Matter: These ads move or change, which grabs attention, especially on mobile devices.
Example: A bear-viewing tour company with an ad that starts by showing a majestic brown bear, then transitions to a "Book Now" button.
Pro Tip: These ads are usually delivered as a ZIP file, while static ads are single images. That's why file size matters—smaller files load faster and perform better.
Expandable Ads
What They Are: Ads that start small and expand when someone clicks or hovers over them.
Why They Matter: Perfect for showcasing multiple products or telling a story.
Example: A local gear shop showing a backpack ad that expands to reveal boots, tents, and other gear.
Rich Media Ads
What They Are: Ads that include video, audio, or highly interactive elements.
Why They Matter: Extremely engaging and great for higher-budget campaigns.
Example: A fishing charter using a 10-second video clip right in the ad space.
2. Video Ads: Where Attention Really Sticks
Video is everywhere—on YouTube, TikTok, Instagram Reels, and even streaming services. It's one of the most powerful ways to connect with audiences.
In-Stream Ads (Pre-roll, Mid-roll, Post-roll)
What They Are: Short ads that play before, during, or after a video.
Example: A 15-second pre-roll ad before a YouTube fishing tutorial promoting guided trips.
Bumper Ads
What They Are: Quick, six-second, non-skippable ads.
Why They Matter: Ideal for brand awareness through repetition.
Example: A brewery announcing a seasonal beer release.
Out-Stream Video Ads
What They Are: Videos that appear outside a video player, like those embedded in an article.
Why They Matter: Let's reach people even if they're not watching videos.
Pro Tip: Video size matters! Standard horizontal videos use 16:9, while TikTok-style vertical videos use 9:16.
3. Social Media Ads: Meeting Your Customers Where They Scroll
Social ads are designed for specific platforms like Facebook, Instagram, TikTok, or LinkedIn. Each platform has unique formats, but here are the big ones:
Carousel Ads: Swipeable images or videos—great for storytelling or showing multiple products.
Stories Ads: Full-screen, vertical ads native to Instagram or Facebook Stories.
Lead Generation Ads: Built-in forms that make signing up for a newsletter or requesting a quote easy.
Collection Ads: Perfect for e-commerce, letting people browse products without leaving the app.
Example: A local gift shop uses Instagram Collection ads to showcase their holiday inventory.
4. Search Ads: Be There When People Are Looking
Search ads are text-based ads that appear when someone searches for something relevant, like "plumber Anchorage" or "best dog groomer in Fairbanks."
Text Ads: Headline + description, similar to an online classified ad.
Responsive Search Ads (RSA): Google automatically tests different headline and description combos to see which performs best.
Shopping Ads: Product photo, price, and description—perfect for online retailers.
Call-Only Ads: Skip the website entirely—these ads drive direct phone calls.
Example: A lodge runs a search ad for "Alaska bear tours" and shows a call-only option during peak booking season.
5. Advanced Ad Types: High-Tech, High Impact
These are more advanced but incredibly powerful when used strategically.
Programmatic Ads: AI-driven ads that automatically buy real-time placements for maximum efficiency.
Native Ads: Blend seamlessly into surrounding content, like sponsored articles.
Geofencing Ads: Target people within a specific location, like the Alaska State Fair.
Dynamic Creative Ads: Automatically change based on who's viewing them (e.g., showing snow boots to one person, fishing gear to another).
6. Bridging Old and New: Traditional Ads Meet Digital
Even traditional advertising has gone digital!
OTT/CTV Ads: Streaming TV ads on platforms like Hulu or Roku.
Digital Radio Ads: Spotify or Pandora ads paired with clickable banners.
Example: A snow removal company runs a streaming radio ad in October, right before the first snowfall.
Bringing It All Together
Choosing the right ad type can feel overwhelming, but you don't have to go it alone. At Orange Slice Marketing, we help Alaska businesses navigate the world of digital advertising—matching the right formats to your goals, audience, and budget.
Whether you're trying to fill cabins in Denali, book more snow plowing jobs, or sell products online, we'll help you pick the perfect mix of ad types so you can stay visible year-round.
Ready to get started?
Let's build a campaign that works as hard as you do. Contact us today.
