Digital Advertising Design Basics: Exploring the 6 Core Types

With the ever-evolving digital landscape, creating an effective digital advertising design has become more challenging than ever before.

Whether you are a marketer, designer, or business owner, this comprehensive guide will provide the essential info and tips to create successful digital advertising campaigns.

But first things first –

What is digital advertising design?

Digital advertising design refers to the process of creating visual content for online advertising campaigns. 

How does digital advertising work? Unlike traditional ads in print, broadcast, or outdoor venues, digital ads appear on online channels. These channels may include websites, social media platforms, search engines, mobile apps, and emails.

The components of a digital advertisement can vary depending on the specific format and platform. But here are some of the elements to consider when creating an ad:

• Ad copy. The text used in the ad; typically includes a headline, body text, and a call to action.
• Visual elements. Images, branding mockups, graphics, vector designs, or videos used to represent the product or service being advertised visually.
• Landing page. The web page that the user is directed to when they click on the advertisement.
• Tracking pixels. Small pieces of code used to track user behavior, such as clicks, impressions, and conversions.
• Targeting criteria. The specific audience that the ad is intended to reach can be based on factors such as demographics, interests, location, and behavior.
• Ad budget. The amount of money allocated to the ad campaign; determines how often the ad is shown and to whom.

Overall, the components of a digital advertisement aimed to capturing the viewer’s attention and conveying a message. It also encourages them to take a specific action, such as making a purchase or visiting a website.

What are the different types of digital advertising design?

There are many types of digital ads, depending on goals, platforms, and format. In terms of digital advertising design, here are some common types along with digital advertising examples.  

1. Display Ads

Display ads are one of the most common types of online advertising on websites. These include:

• Visual banners
• Skyscrapers
• Boxes

They come in various sizes and placements (header, sidebar, or inline), typically through platforms like Google Display Network.

One example is the ad above, clearly labeled as an “Advertisement,” appearing above editorial content on The New Yorker website. As seen on the image it uses not only bright visuals and high contrast, but also a clear call-to-action (“Take Test”) to draw the user’s eye immediately.

• Design Tip: Use custom graphics that include minimal but bold text, brand colors, and a clear CTA. Balance imagery with white space to prevent visual fatigue.

2. Social Media Ads

Social media ads are promoted posts or stories that show up on platforms like Facebook, Instagram, and  TikTok. They can include visual assets designed to blend with native content, including:

• Single images
• Carousels
• Videos,
• Reels

On Facebook, for instance, here’s an example of a sponsored ad by AppsFlyer showing a colorful game puzzle with interactive elements and multiple-choice CTA buttons:

As seen in the image, the sidebar also includes Facebook ad design examples with static visual ads clearly marked “Sponsored.”

Meanwhile, here’s another example of a social media graphic design, this time on Instagram Reels:

The ad also seamlessly integrates into the feed, showing a hand weaving a basket. In addition, the “Shop Now” CTA button is placed strategically for mobile viewers.

It goes without saying that these ads blend into user feeds while still standing out through cool graphic designs, motion, or relatable visuals.

• Design Tip: For scroll-stopping impact, keep text minimal, use strong brand elements, and consider motion or animation, especially for Facebook ad designer tasks.

3. Search Ads (Google Ads)

Search ads pertain to paid text ads that appear on search engine result pages (SERPs). While mostly text, product-based search ads also include images, prices, and brand names—making design relevant for visibility and click-throughs.

For instance, the image above shows a Google search for “almond butter” with a sponsored box on the right containing product images, prices, and star ratings. Good marketers optimize these advertising designs for sales with comparison and fast purchase decisions in mind.

• Design Tip: If you’re creating visuals for product-based search ads, ensure consistency in lighting, color palette, and typography. A clear product image increases trust and conversions.

4. Video Ads

Video ads pertain to dynamic creatives delivered on platforms like YouTube and TikTok. They often appear before, during, or after video content.

Here’s an example of a YouTube pre-roll ad from Monday.com:

As seen in the screenshot, “Sponsored” is clearly marked, and the “Start now” CTA is visible alongside the video. It’s visually clean, brand-aligned, and uses animation to showcase product features, making it one of the most effective forms of animated advertisements.

• Design Tip: Hire an ad designer to craft animated motion graphics to break down complex ideas. Always end with a branded screen and strong CTA for higher recall.

5. Native Ads

Have you ever read an article and realized that the items listed are actually advertisers? Native ads are designed to blend seamlessly into the platform they appear on, mimicking the form of the surrounding content. They aim to inform or entertain while still driving conversions.

In the Wirecutter example above, product links for espresso machines are embedded within a review article. At the top, a disclosure says: “When you buy through our links, we may earn a commission.”

• Design Tip: When creating native ads, ask your graphic design services to focus on advertising graphic design that look editorial. Use soft tones, readable fonts, and brand-neutral visuals.

6. Mobile App Ads

Mobile app ads are promotional visuals that appear inside mobile games or apps, usually as banners, interstitials, or rewarded video ads.

Take this example, for instance:

IIn the image, a Temu giveaway ad displays a colorful and cool graphic design: a “tap to win” game interface with shiny gift boxes. The “Start” button glows, urging immediate interaction. Gamification and vibrant custom graphics create instant appeal and reward-based motivation to engage.

• Design Tip: Ask your advertisement design services provider to use color psychology to your advantage. Bright colors (red, orange, yellow) signal urgency and excitement, perfect for tapping behavior in mobile games.

The Lowdown

No matter the platform or format, great advertising starts with even better design. From bold display ads to subtle native placements, each type of digital advertising design plays a role in helping brands connect with audiences and convert attention into action.

Whether you need scroll-stopping social media graphics, dynamic video ad design, or polished creatives for Google or mobile ads, let Penji do the heavy lifting. 

Check our portfolio to see the range of high-quality, on-brand assets we do without the back-and-forth of hiring freelancers or managing in-house teams.