ABSTRACT
Digital advertisements are persuasive messages that identifiable sponsors pay to deliver via phones, tablets, laptops and similar technologies with screens. Digital ads can be highly targeted to specific audiences. Digital ads often must persuade the viewer to click or tap through to an appropriate landing page. This can be done by using strategies such as listing benefits or creating an irresistible sense of mystery. The physical appearance of digital ads, including restrictive character counts and image/video size restrictions, may be the most diverse and rapidly changing area of strategic communication. Marketo, which is part of Adobe’s marketing services operations, divides the world of digital ads into the following categories: Pay-Per-Click Ads, Display AdsStatic Ads, Video Ads, Cinemagraphic Ads, Flash Ads, Pop-Up Ads, Mobile Ads, and Social Ads. Display ads generally include images. They come in five varieties: static ads, video ads, cinemagraphic ads, Flash ads and pop-up ads.
