So, you’ve got a business and you want to see it grow online, right? Well, the first step is getting more people to visit your website—yeah, I’m talking about traffic.

Now, boosting your site’s visibility with SEO is awesome but it doesn’t happen overnight.

While you’re waiting for those SEO results to kick in, you really should consider digital advertising. It’s like putting your business in the fast lane, getting eyes on your site much quicker.

But here’s the thing: there are tons of digital advertising platforms out there. How do you even start to pick the right one?

Don’t worry, I’ve got you covered. In this article, I’m going to walk you through the 12 best digital advertising platforms. We’ll look at options for social media advertising, paid search and even programmatic advertising. This way, you can make an informed choice based on where your potential customers hang out the most.

Ready to dive in? Let’s do this!

Top 12 Platforms for Digital Advertising

Let’s talk about the power of online advertising. It’s a game-changer because it helps you rake in more leads, ramp up your brand recognition and boost your sales. But here’s the deal: not all digital advertising platforms are created equal. You need to know what makes each platform tick so you can pick the ones that are going to work best for you and your business.

Choosing the right digital advertising platforms means you can place your ads smack dab in front of the people who are most likely to be into what you’re selling. Whether they’re scrolling through their feeds or searching for something specific, you want your ads to be right there, catching their eye.

To make things easier for you, I’ve rounded up a list of the 12 best online advertising platforms. These platforms are the cream of the crop for attracting and converting your target audience while getting the most bang for your buck in terms of return on ad spend (ROAS). 

Let’s dive into which ones could be a great fit for your advertising strategies.

Social Media Advertising

Guess what? Nearly half the world is on social media, according to Statista. And it’s not just for cat videos or memes; a whopping 54% of users are scouting social media for products, per GlobalWebIndex.

Think about it—your potential customers are probably scrolling right now. Emarketer stats show that 90.4% of Millennials, 77.5% of Gen X and 48.2% of Baby Boomers are tapping away on social platforms. And for Gen Z? Half of them think social media is the best place for ads, says Adobe.

People are on social media for all sorts of reasons—networking, catching up with friends or staying in touch with family far away. And because everyone’s there, advertisers are pouring money into these platforms. In 2019 alone, they spent over $89 billion on social media ads and in 2020, spending has already jumped by nearly 14% year over year.

So why is everyone flocking to advertise on social media? Well, it boils down to two big perks:

Targeting: You can get super specific about who sees your ads, which means your message is hitting the right eyes.

Ad Formats: There’s a variety of ways to show off your brand, whether it’s a quick video, a sleek photo or an interactive ad.

Now, let’s zero in on seven popular social networks where you could launch your next ad campaign. These platforms are where it’s at for connecting with your audience in a meaningful way.

1. Facebook Advertising

Let’s talk about Facebook. It’s massive, with 2.6 billion people hanging out there every month. And the best part? Facebook’s ad platform is super user-friendly, making it easy to connect with exactly the right crowd.

Facebook’s got a whole arsenal of ad formats to choose from so here’s the rundown:

Photo Ads: These are clean and simple. Just a photo and your message but they can pack a punch with the right image.

Video Ads: You can go short or long, whatever tells your story best.

Stories Ads: These take up the whole screen and are super customizable. They’re perfect for grabbing attention.

Messenger Ads: These are cool because they open the door for people to chat directly with your business.

Carousel Ads: Got a lot to show? You can put up to ten images or videos in one carousel ad.

Slideshow Ads: These are like video ads but made from a combination of motion sound and text. They’re great for creating a dynamic feel.

Collection Ads: These let people browse and buy your products without leaving Facebook.

Playable Ads: Perfect for app promotions, giving a sneak peek of your app with an interactive demo before someone decides to download.

Now, targeting is where Facebook really shines:

Core Audiences: Customize who sees your ads based on criteria like age, interests and location.

Custom Audiences: Reconnect with people who have already interacted with your brand, whether online or offline.

Lookalike Audiences: Expand your reach by targeting new people who are similar to your best existing customers.

So, if you’re looking to get your message out there, Facebook’s variety of ads and laser-focused targeting options might just be what you need to meet your advertising goals.

2. Instagram Advertising

Now, let’s shift gears to Instagram. Since it’s under the Facebook umbrella, you get to use the same handy Facebook Advertising Manager to whip up your Instagram ads. 

Instagram is buzzing with over 1 billion monthly active users and get this—90% of them follow at least one business. That’s huge! It’s especially perfect if you’re aiming to catch the eye of mobile users.

Here’s a quick breakdown of the ad formats Instagram offers:

Photo Ads: Whether it’s square, landscape or portrait, these ads are all about stunning visuals that grab attention.

Video Ads: These can be up to 60 seconds of immersive visuals that really draw in viewers.

Carousel Ads: Users can swipe through multiple photos or videos in one ad, which is great for showcasing different aspects of a product.

Stories Ads: These are full-screen and super engaging, perfect for connecting with audiences in a dynamic way.

Explore Ads: These appear in the Explore section, reaching people who are in the mood to discover new things.

Instagram uses the same targeting options as Facebook but there are a few ways you can go about creating your ads:

Instagram App: Simply pick a post you’ve already shared, hit promote and it’s on its way to becoming an ad.

Ads Manager: This is where you can manage everything. Set up new campaigns, tweak current ones and track how they’re doing.

Instagram Partners: If you want a little extra help, these partners can assist with everything from ad buying to crafting the creative content.

So if you’re all about visuals and want to engage a mobile-first audience, Instagram’s got you covered with its variety of ad formats and flexible setup options.

3. Twitter Advertising: 

Let’s talk about Twitter—a place where users aren’t just scrolling; they’re engaging with the latest news and buzzing about the hottest topics.

With over 330 million monthly active users and 145 million daily visitors, Twitter is a hive of activity. Most of its users are 25 or older, making it a prime spot for reaching a mature audience.

Twitter lays out a buffet of ad formats for you to pick from:

Promoted Tweets: These can be just about anything—text, images, GIFs, polls. You name it. They’re great for reaching more people or getting more interaction from those already following you.

Video Ads: Dive into some of the most engaging formats available, paired with super precise targeting to hit the right viewers.

Cards: These are eye-catching and perfect for driving traffic. Use them to highlight something cool and direct people right to your website or to take some immediate action.

Brand Hashtags: Sprinkle some fun into tweets! Every time someone uses your hashtag, your creative flair pops up, making your brand stand out.

Targeting on Twitter is pretty sharp too:

Demographics: You can zero in on users based on where they are, what language they speak, their device preferences, age and gender.

Audience Type: Tailor your ads based on what people talk about, key events, personal interests, favorite movies or shows, specific keywords and even follower profiles similar to your existing fans.

Your Audiences: Aim your ads at people you already know, like your followers or those on your Tailored Audience lists.

What sets Twitter apart in the social media advertising game is its auction-based bidding system. You’re not locked into a fixed rate; instead, you bid against other advertisers for ad space. The cost of your Twitter ads depends on a few things:

• How engaging your ad is—more engaging ads can cost less.
• The size of the audience you’re targeting—the more niche, the better.
• The competition—how many others are targeting the same audience.
• Your bid amount—what you’re willing to pay to reach that audience.

So if you’re looking to tap into a crowd that’s always keyed into the latest trends and conversations, Twitter’s dynamic advertising options and flexible pricing could be just what you need.

4. LinkedIn Advertising

Let’s dive into LinkedIn. This platform isn’t just massive—it’s global, with over 660 million users spread across more than 200 countries. And here’s a kicker: nearly 15% of these users are senior-level influencers, the big decision-makers. These are exactly the kind of people you’d want seeing your ads.

LinkedIn rolls out a variety of ad formats that cater to its professional audience:

Sponsored Content: Push your company updates out to a targeted audience across desktop, mobile and tablet. It’s a seamless way to keep your brand front and center.

Sponsored Messaging: Send native ads right into the LinkedIn Messaging of your target audience. It’s direct and personal.

Text Ads: These are simple yet effective. Craft a compelling headline, add a short description and throw in a small image to catch the eye.

Dynamic Ads: These ads take personalization to the next level, automatically tailoring content to each user based on their LinkedIn profile data.

Targeting on LinkedIn is pretty robust. You have to choose a geographic location but you can dial in your audience even further with options like:

• Company Connections: Target users based on their company connections.
• Company Size: Focus on companies of a certain size, from startups to massive enterprises.
• Industry: Pinpoint professionals in specific sectors.
• Job Function: Reach people in particular roles.
• Seniority: Engage with users based on their level of experience.
• Member Interests: Connect with users who have specific interests.

You can also leverage Matched Audiences to mirror one of your existing audiences, helping you expand your reach to similar professionals.

So, if your goal is to reach professionals and decision-makers who have the clout to influence and make purchases, LinkedIn’s tailored advertising solutions could be your best bet.

5. Pinterest Advertising

Let’s chat about Pinterest. This platform is like a giant virtual corkboard with 322 million people pinning their dreams and plans every month. What’s more, 70% of its users are women and they’re not just pinning recipes and wedding ideas—they’re also tracking brands and businesses that catch their eye.

Pinterest has some pretty cool ways to advertise:

Promoted Pins: This is your bread and butter—a simple ad featuring a single image that gets your content in front of more eyes.

Promoted Video Pins: If a picture is worth a thousand words, a video must be worth a million, right? Use this format to tell a compelling story through visually engaging content.

Promoted Carousels: This format lets you use up to five images that Pinners can swipe through, perfect for showcasing different aspects of a single idea or a range of products.

Promoted App Pins: These make it super easy for people to discover and download apps right from Pinterest, which is awesome if you’re in the app business.

When it comes to targeting, Pinterest gives you some solid options to make sure your ads are seen by the right people:

Interests: You can target ads based on what users are into, from DIY home projects to fashion to cooking.

Keywords: This helps you show up in search results when someone is looking for ideas related to what you offer.

Audience: You can reach a specific group of people based on their past interactions with your pins or your site.

So, if your target market involves a lot of planners, dreamers and doers, especially those who love visual inspiration, then advertising on Pinterest could be a game-changer for your brand.

6. Snapchat Advertising

Let’s dive into Snapchat. This platform is buzzing with over 229 million people who check in daily and guess what? They’re not just popping in; they hang out for an average of 30 minutes each day. That’s a lot of time to catch their attention!

Snapchat rolls out a variety of ad formats that really let you play with creativity:

Single Image or Video Ads: These are full-screen ads that can help you meet a bunch of different goals, whether you’re aiming to sell something, get sign-ups or just boost your brand visibility.

Collection Ads: Show off multiple products with four tappable tiles. It’s great for giving users a taste of your variety.

Story Ads: This format lets you string together 3-20 images or videos. It’s like telling a short, engaging story that Snapchatters can tap through.

Lenses AR Experience: This is where things get really fun. Create an interactive augmented reality experience that users can play with and share with friends. It’s a unique way to make a memorable impression.

Commercials: These are hardcore attention-grabbers. They’re non-skippable for the first six seconds but can run up to three minutes if you’ve got more to say.

Filters: These artistic overlays pop up after you take a Snap and swipe. They can be customized to your campaign, adding a fun twist to user interactions.

Targeting on Snapchat is pretty sharp too. You can hone in on your audience based on:

• Interests and Behaviors: Target ads to Snapchatters based on what they like and do on the app.
• Geographic Location: Whether it’s a city, a country or a specific area, you can make sure your ads show up right where your audience lives.
• Demographics: Age, gender and more—Snapchat lets you narrow down to who you really want to reach.

So, if you’re looking to connect with a young, vibrant audience that loves interacting with creative content, Snapchat’s dynamic advertising options might just be what you need.

7. TikTok Advertising

Let’s talk TikTok. It’s the new kid on the block in the social media world but don’t let its youth fool you—it’s exploded in popularity. With over 800 million active users globally, according to Datareportal, it’s a hotspot, especially among the younger crowd. A whopping 41% of its users are aged 16–24, as noted by GlobalWebIndex.

Even though TikTok’s advertising platform is still pretty fresh, it offers some cool ways to get your brand in front of eyes:

Fullscreen Image and Video Ads: These pop up in the ‘For You’ feed and stick around for 9 seconds before flipping to a download card. It’s a prime spot since ‘For You’ is the first thing users see when they open the app.

Now, let’s break down the types of ads you can create on TikTok:

In-feed Native Video: These ads are just like regular TikTok videos. They appear as users scroll through their feed, making them feel seamless.

Hashtag Challenges: Encourage user engagement by starting a hashtag challenge. It’s a fun way to get massive interaction and visibility as users create content around your campaign.

Brand Takeovers: Get exclusive control over TikTok for a brief time. Your ad can be the first thing users see when they open the app, giving you undivided attention.

Lens Filters: Just like Snapchat, you can create interactive lens filters that users can play with. It’s a creative way to engage users and get them involved with your brand in a fun, memorable way.

Targeting your audience on TikTok can also be finely tuned to ensure your ads reach the most receptive viewers, focusing on factors like interests, age and behaviors.

If you’re aiming to connect with a younger audience that thrives on creativity and interaction, TikTok’s vibrant and fast-paced platform is where you’ll want to be. It’s all about engaging content and catchy trends, making it a goldmine for advertisers looking to make a lasting impact.

Paid Search Advertising

Now, let’s talk about paid search advertising. You know when you type something into a search engine and see ads pop up at the top or bottom of the results page? Those are paid search ads. They show up because businesses like yours pay to be there, targeting specific keywords people are searching for.

Now, you might be thinking, “I’m already showing up in the organic results, do I really need to pay for ads too?” Well, here’s the thing: paid search ads can seriously boost your visibility. Google itself says that advertisers can earn $8 for every $1 they spend on Google Ads. That’s a pretty solid return on investment, right?

And there’s more. When you snag one of those top ad spots, your ad lands right at the top of the search results page, way above the organic listings. This means more eyes on your business right off the bat.

Plus, search ads are super smart. They let you show your ads in context, directly responding to what your potential customers are looking for at that moment. It’s like answering their questions or offering a solution right when they need it.

If you’re thinking about jumping into paid search advertising, I’d recommend starting with the two big players: Google Ads and Microsoft Advertising. Both platforms offer great tools to get your ads in front of the right audience, helping you make the most of your advertising budget.

8. Google Ads

Let’s dive into Google Ads. It’s pretty much the top dog when it comes to PPC (pay-per-click) advertising platforms. Why? Because it taps into Google’s massive network and user base, giving you access to virtually any audience you can think of.

But here’s the flip side—it’s super competitive. Since Google Ads is a go-to for many advertisers, things can get a bit pricey compared to other PPC platforms. Everyone’s trying to get their ads in front of their eyes so you’ve got to be sharp with your strategy.

Now, let’s talk about what you can do with Google Ads. They offer a bunch of different ad formats, depending on what you’re looking for:

• Text Ads: These are your basic ads that show up in search results—just plain text but super effective.
• Responsive Ads: These ads automatically adjust their size and format to fit different spaces on websites that are part of the Google Display Network.
• Image Ads: These are visual ads that can appear on websites visited by your target audience.
• App Promotion Ads: If you’ve got an app, these ads can help drive downloads.
• Video Ads: These can show up on YouTube and other video platforms within Google’s network.
• Product Shopping Ads: Great for e-commerce, these ads show users a photo of your product, a title, price, store name and more.
• Showcase Shopping Ads: These let you group together a selection of related products and present them together to introduce your brand or business.
• Call-only Ads: These are designed to encourage people to call your business directly from the ad.

Which ad format you can use will depend on the type of campaign you choose. Google Ads has options for nearly every kind of advertising goal so you can tailor your approach to match your business needs and budget.

9. Microsoft Advertising (Bing Ads)

So, let’s talk about Bing. Yeah, it might seem like Google’s little sibling when it comes to search engine popularity but don’t write off Microsoft Advertising just yet.

You might wonder why you should bother with Bing if you’re already running ads on Google. Here’s the scoop: Bing offers you an additional platform to catch the attention of potential customers. Although only about 3% of searchers stick exclusively to Bing, a lot of people use both Bing and Google. This means you’ve got a chance to reach audiences you might miss on Google alone.

Microsoft Advertising provides a variety of ad formats to choose from:

• Expanded Text Ads: These are larger text ads that give you more space to explain your product or service.
• Dynamic Search Ads: These ads are automatically generated based on the content of your website, which keeps your ads relevant and up-to-date without constant tweaking.
• Product Ads: Show off your products with images, text and pricing right in the search results.
• Microsoft Audience Ads: Extend your reach beyond search results to websites across the Microsoft Audience Network.
• Bing Smart Search Ads: These are designed specifically for Windows 10, integrating with the operating system for a seamless user experience.
• App Install Ads: Directly encourage downloads of your mobile app.
• Responsive Search Ads: These ads automatically adjust their format, appearance and content to fit the available ad space optimally.

Microsoft Advertising also allows for precise targeting options. You can specify where and when your ads appear by selecting specific locations and languages. Plus, you can choose to show your ads on Bing and other search networks and even schedule your ads to run at the most effective times.

So, if you’re looking to expand your advertising reach beyond Google, Microsoft Advertising offers a solid alternative with plenty of customization options to make sure your ads hit the mark.

Programmatic Advertising

Let’s break down programmatic advertising. Imagine you could automate the entire process of buying and setting up your online ads—that’s what programmatic advertising does. It handles the purchasing of ad space, the placement of your ads, keeping an eye on how well they’re doing and tweaking them to improve results. It’s like having a super-smart assistant who makes sure your ads are always in the right place at the right time.

There are a bunch of platforms out there that specialize in programmatic advertising. These platforms connect you directly with publishers who have digital ad space to sell across their websites, mobile apps, videos and more. It’s super efficient because it uses algorithms and data to decide the best spots for your ads, aiming to get you the most bang for your buck.

Here’s a look at a few programmatic advertising platforms you can explore:

10. SmartyAds

Let’s talk about SmartyAds. This platform is a powerhouse for anyone in the digital advertising game—whether you’re part of a brand, an agency, a publisher or an app developer. It’s designed to streamline the whole advertising process through several integrated tools.

Here’s what SmartyAds brings to the table:

Demand-Side Platform (DSP): This is where the magic happens for advertisers. It’s an omnichannel programmatic suite that lets you run targeted and super engaging ad campaigns across multiple channels.

Data Management Platform (DMP): All your user data can be stored, processed and acted upon here. It’s like having a super brain for all the data you collect, making sure you can use it effectively wherever you are.

Supply-Side Platform (SSP): This tool is perfect for publishers. It helps manage and monetize inventory efficiently, making sure every ad space is used to its fullest potential.

Ad Exchange: A robust marketplace for buying and selling ads programmatically. Think of it as a high-tech market where ad spaces are traded fast and smart.

SmartyAds also offers a wide range of ad formats. You’re not just stuck with display ads; you can dive into in-app advertising, native ads and more. Plus, they provide tools for creating ads, powerful analytics to track how your ads are performing and robust targeting capabilities to make sure your ads reach the right people.

So, if you’re looking for a comprehensive solution that covers every aspect of programmatic advertising, SmartyAds might just be what you need. It’s all about making your advertising efforts more efficient and effective.

11. TubeMogul

Let’s talk about TubeMogul. It’s a part of the Adobe Advertising Cloud, which is pretty cool if you’re looking to streamline your advertising efforts. TubeMogul is all about giving brands and agencies the tools they need to play, run and optimize their ad campaigns effectively.

Here’s what you can do with TubeMogul:

• Desktop and Mobile Video Ads: Catch your audience whether they’re at their desks or on the go.
• Connected TV Ads: These are perfect for hitting those viewers who are more into streaming than traditional TV.
• Display Ads: Classic but effective, especially when you want to boost visibility.
• Native Ads: These blend in with the content around them, making them less intrusive.
• Digital-Out-Of-Home (DOOH): Think billboards but smarter and more connected.

Now, let’s move on to Simpli.fi:

12. Simpli.fi

Simpli.fi stands out because it’s tailored for localized programmatic advertising. This platform lets you buy ad inventory across several RTB (real-time bidding) ad exchanges and it also offers its own integrated DSP (Demand-Side Platform), DMP (Data Management Platform) and SSP (Supply-Side Platform).

Here’s what you can dig into with Simpli.fi:

Targeting: You can get really specific here. Target audiences based on device, operating system, browser, location and even intent-based searches. It’s all about hitting the right person with the right ad at the right time.

Powerful Reporting: Simpli.fi doesn’t just let you set it and forget it. With more than 60 report templates, you can dive deep into how your campaigns are performing and tweak them for better results.

Both TubeMogul and Simpli.fi offer robust platforms that can help streamline your advertising efforts, whether you’re focusing on broad campaigns across multiple device types or honing in on local markets with precise targeting.

Wrapping It Up

So here’s the deal: there’s definitely no “one-size-fits-all” when it comes to picking a digital advertising platform. With a staggering array of over 5,000 platforms out there, it’s pretty easy to feel like you’re drowning in options. Choosing the right one? Well, that depends a lot on who you’re trying to reach, what you’re trying to achieve and the vibe of your brand.

If you’re not sure where to start or if you need some expert guidance, Tribal Pearl Media can help tailor your digital advertising strategy to match your unique brand personality and goals. Whether your main goal is to boost sales, giants like Google and Facebook are often safe bets because they have massive reach and sophisticated targeting capabilities.

Remember, digital advertising isn’t static—it grows with you. Once you feel like you’ve got a handle on one platform, don’t be shy about experimenting with another. This isn’t just about spreading your bets; it’s about discovering new ways to connect with your audience and possibly getting better results.