A Guide to Advertising Channels: Where Should You Invest?

With so many advertising channels competing for attention, figuring out where to invest your budget can feel like a high-stakes puzzle. Every channel promises impact, but which ones actually deliver? 

The advertising landscape is massive and only growing. Total media ad spend in the US is expected to hit an impressive $389.49 billion USD in 2024, with over three-quarters of that spend (77.7%) going to digital channels like mobile, desktop, and connected TV (CTV). 

Relying on one or two media channels is over. Whether you’re looking at traditional platforms, social media, in-store experiences, or even augmented and virtual realities, the right mix of channels can help you reach customers where they are and, importantly, where they’re willing to engage. 

In this guide, we’ll walk you through the different advertising channels available—from traditional to cutting-edge—giving you insights to help prioritize your ad spend so every dollar works harder for you.

The Evolution of Advertising Channels

Advertising once relied on broad-reach channels with limited targeting, like TV and print.

The rise of mobile devices and social media brought brands closer to consumers, enabling real-time interaction and engagement. Mobile ads became essential, and social media allowed for a new level of authenticity, using user-generated content and influencer partnerships to reach audiences in personal, meaningful ways.

COVID-19 further accelerated this shift, with 61% of companies increasing their channels to reach consumers. Digital platforms like CTV and in-game ads became crucial as consumers spent more time online, pushing brands to diversify their channel strategies.

Advertising evolves through constant adaptation. Today, adapting quickly to consumer behaviour and leveraging emerging tech like AI and virtual reality (VR) is a competitive advantage. Data-driven insights allow brands to make real-time adjustments, ensuring relevant, personalized experiences. Omnichannel integration connects traditional and digital efforts, creating a cohesive brand presence across platforms.

Types of Advertising Channels

Each channel below serves a unique purpose, with its advantages, limitations, and strategies for success. Here’s a breakdown of today’s most impactful advertising channels and how to leverage each effectively.

1. Traditional Media

Benefits	Limitations	Best Practices
Traditional media channels, like television, radio, and print, allow brands to reach broad audiences with high visibility, particularly for mass-market products.	These channels generally lack precise targeting and measurement capabilities, making it challenging to track ROI accurately.	Utilize traditional media for brand awareness campaigns and to reach demographic groups that may not engage as heavily on digital platforms.

2. Digital Advertising

Benefits	Limitations	Best Practices
Digital advertising channels, including display and search ads, offer robust targeting and measurable results, allowing brands to reach specific audiences based on demographics, interests, and behaviours.	Digital advertising can be costly in competitive industries, and consumer fatigue with certain ad formats (e.g., banner ads) can limit engagement.	To optimize digital campaigns, incorporate retargeting strategies and experiment with A/B testing. Cross-link with other digital platforms to build a cohesive online presence.

3. Mobile Advertising

Benefits	Limitations	Best Practices
With consumers spending significant time on mobile devices, mobile ads provide brands with access to audiences on the go, creating opportunities for highly personalized ads via geolocation and app integrations.	Ad formats need to be mobile-friendly to avoid negative user experiences, and ad blockers on mobile can limit visibility.	Optimize ad formats for mobile screens, leverage location-based targeting, and experiment with mobile-first channels like app ads and mobile search.

4. Events

Benefits	Limitations	Best Practices
Events offer face-to-face interaction, allowing brands to foster meaningful connections and gain real-time feedback from their audience.	Event-based advertising can be resource-intensive, often requiring significant time and budget for planning and execution.	Use events to generate buzz around product launches or rebrands. Enhance the impact by promoting event activities on social media and collecting attendee data for follow-up campaigns.

5. Out-of-Home (OOH) Advertising

Benefits	Limitations	Best Practices
Out-of-home (OOH) advertising, like billboards and transit ads, delivers high exposure and effectively builds brand awareness, especially in urban environments.	Compared to digital channels, OOH lacks detailed targeting and measurement, limiting its effectiveness for niche audiences.	Use OOH as part of a multi-channel strategy to maintain visibility across physical and digital spaces and select high-traffic locations relevant to your audience.

6. Retail Media Networks

Benefits	Limitations	Best Practices
Retail media networks allow brands to advertise directly on retailer platforms, reaching consumers in a shopping mindset. This targeted approach is particularly effective for e-commerce and product brands.	Retail media networks are limited to certain retailers, and data access may be constrained based on partnerships.	Target high-intent audiences within retail networks, utilizing display ads and product listings to increase conversion opportunities.

7. Native Advertising

Benefits	Limitations	Best Practices
Native ads blend seamlessly with content, making them less intrusive and more engaging for audiences. They are particularly effective for brand storytelling and content marketing.	Native ads can be mistaken for editorial content, potentially leading to transparency issues if not marked as sponsored.	Focus on creating high-quality, relevant content that aligns with the platform’s user experience. To build trust, clearly distinguish native ads as sponsored.

8. Display Advertising

Benefits	Limitations	Best Practices
Display ads are versatile and can appear on various websites, offering broad reach. Their targeting capabilities allow brands to connect with specific audiences based on interests, demographics, and behaviours.	Banner blindness and ad blockers can reduce effectiveness, particularly on cluttered sites.	Design visually appealing ads and test multiple creatives. Pair with retargeting strategies to recapture visitor attention and drive conversions.

9. Video Advertising

Benefits	Limitations	Best Practices
Video ads are highly engaging and effective for storytelling and emotional appeal. They allow for immersive experiences and longer engagement times.	Production costs can be high, and viewer drop-off rates may impact ad effectiveness.	Keep video content concise and relevant. Consider using shorter formats like six-second bumper ads for quick brand recall, and utilize platform analytics to refine video strategies.

10. Connected TV (CTV)

Benefits	Limitations	Best Practices
CTV combines the impact of television with the precision of digital advertising, allowing brands to target viewers based on demographics and viewing habits.	Inventory for CTV can be limited, driving up costs, and viewability may vary based on streaming platforms.	Utilize CTV for brand awareness, taking advantage of data-driven targeting capabilities. Incorporate CTV as part of a broader digital strategy for a multi-screen experience.

11. Audio Advertising

Benefits	Limitations	Best Practices
Audio advertising, including podcasts and streaming services, offers highly engaging, voice-based ads that reach audiences during activities where visual media isn’t accessible.	Audio ads lack visual cues, so brands must rely solely on sound to convey their message effectively.	Create compelling, concise audio ads with a clear call to action. Consider host-read ads on podcasts for a more personal connection with the audience.

12. In-Game Advertising

Benefits	Limitations	Best Practices
In-game ads reach a highly engaged audience, especially among younger demographics. They offer unique, immersive opportunities for brands to integrate directly into gameplay experiences.	In-game advertising is often limited to specific gaming platforms, and ad fatigue can occur if ads interrupt gameplay.	Focus on non-intrusive ad placements, like branded items within the game. Test different formats, from static placements to interactive ads, to determine what resonates with your audience.

13. Digital Out-of-Home (DOOH) Advertising

Benefits	Limitations	Best Practices
DOOH combines traditional OOH with digital capabilities, enabling dynamic, targeted messaging that can be updated in real time and tailored to specific locations.	DOOH campaigns can sometimes be costly, especially in prime locations, and may require significant lead times for creative approvals.	Use DOOH to amplify real-time campaigns and integrate it with mobile geolocation for a connected experience. Test interactive elements, such as QR codes or gamified content, to encourage engagement.

Emerging Channels and Technologies

As technology advances, new advertising channels open new ways for brands to reach and engage audiences. Voice search and v-commerce, for instance, are transforming the shopping journey, enabling consumers to find and purchase products hands-free through smart devices. Brands leveraging voice ads can connect with customers when traditional screen-based ads might miss them.

Augmented reality (AR) and VR offer immersive, interactive experiences that allow consumers to “try before they buy” from the comfort of their homes, creating deeper engagement and driving purchase intent. Similarly, the metaverse promises to evolve as a unique digital frontier where brands can establish a presence through virtual stores, events, and branded spaces. As these channels develop, they represent exciting new opportunities for brands willing to innovate and meet customers in digitally immersive environments.

B2C vs B2B Advertising Channels

B2C and B2B advertising require distinct approaches to meet their unique goals and customer journeys. In B2C, channels like social media, mobile ads, and video dominate, where the focus is on driving quick engagement and conversions. Channels like Instagram, TikTok, and CTV allow brands to capture attention through visually engaging, often emotional content that encourages impulse purchases and immediate action.

B2B advertising, however, emphasizes building long-term relationships and trust, making LinkedIn, email marketing, and account-based ads more effective. Here, the goal is pipeline development, with campaigns designed to nurture leads over time through educational content and thought leadership. While B2C prioritizes faster conversions, B2B focuses on multi-step journeys that guide decision-makers toward a well-informed purchase. Both require precise targeting but cater to different buyer motivations and timelines.

Choosing the Right Advertising Channels

Selecting the most effective advertising channels is essential for campaigns to reach the right audience, meet objectives, and maximize ROI. Here are key factors to consider when determining which channels to prioritize for your brand’s unique goals.

1. Target Audience

Understanding your audience’s preferences, behaviours, and media consumption habits is foundational. Different demographics favour different channels; for example, Gen Z engages heavily on platforms like TikTok and Instagram, while B2B decision-makers are more active on LinkedIn and email. Identifying where your audience spends their time and what type of content resonates with them will help you select channels that drive genuine engagement.

2. Campaign Objectives

Your goals will shape your choice of channels. If you aim to drive brand awareness, channels with a broad reach like TV, social media, or DOOH may be ideal. For conversion-focused campaigns, consider more targeted digital channels like paid search, retargeting, or mobile ads that lead audiences directly to your product or service. Aligning channels with specific objectives—awareness, lead generation, or direct sales—ensures your strategy is purpose-driven.

3. Budget

Budget plays a significant role in channel selection. Channels like traditional linear TV and CTV may require substantial investment, while digital channels like social media ads or Google Ads allow for more flexible budgets with scalable spending. Allocate budget based on potential ROI, the cost-effectiveness of the channel, and your ability to achieve the desired reach and impact.

4. Industry Relevance

Certain channels are naturally better suited to specific industries. For instance, visual-heavy channels like display and video work well for lifestyle, fashion, and retail brands, while B2B tech companies may find LinkedIn and content marketing more relevant for building authority and connecting with key decision-makers. Consider which channels your industry’s leading brands are leveraging and how customers in your market prefer to engage.

5. Competitor Analysis

Examining where competitors are advertising can offer insights into potential channel effectiveness and gaps in the market. While it’s often wise to explore channels your competitors are using, differentiating your strategy by investing in lesser-used but relevant channels—like in-game advertising—could give you a competitive edge. Competitor analysis helps identify saturated and underutilized channels for a more balanced approach.

6. User Experience

Each channel has a unique user experience, and your ads should align seamlessly. On social media, engaging, native content often performs best, while high-quality video ads are ideal for CTV and streaming platforms where users expect dynamic visuals. Tailor ad formats and messaging to fit the context and flow of each platform, ensuring they feel integrated rather than intrusive.

7. Ad Formats

Different channels support varying ad formats, from display banners and native ads to video, audio, and interactive formats. Select channels that support formats best suited to your brand’s creative assets and messaging needs. For example, if you have visually rich content, DOOH and CTV can be effective, while text-heavy ads may be more suitable for search engine marketing.

8. Scalability and Integration Opportunities

Consider the scalability of each channel as your campaign grows. Digital platforms often allow for easy budget adjustments and expansion, while traditional channels like traditional linear TV and OOH may require larger, upfront commitments. Additionally, prioritize channels that integrate well with your overall strategy. A multi-channel approach that syncs messages across platforms can create a cohesive customer journey, reinforcing your brand’s presence at each touchpoint.

The Imperative of Multi-Channel Advertising

A single-channel approach is no longer enough to capture customer attention. A multi-channel strategy allows your brand to reach customers wherever they are—on social media, streaming platforms, in-store, or across mobile devices—ensuring you stay visible and relevant throughout their journey.

A connected multi-channel approach increases touchpoints and enhances the consistency of your brand message. When customers encounter your brand across multiple channels, it reinforces trust and familiarity, ultimately driving stronger engagement and loyalty. Additionally, leveraging data and insights from each channel allows you to adapt your messaging and tactics in real time, delivering a cohesive experience that resonates with audiences in diverse contexts.

With a well-integrated multi-channel strategy, your brand meets customers on their terms, boosting both reach and impact in an increasingly competitive market.

Measuring and Attribution for Multi-Channel Campaigns

Measuring and attributing ROI in multi-channel campaigns is a complex yet essential task. Here are some key challenges and potential solutions for effective measurement and attribution in multi-channel advertising.

Challenges in Multi-Channel Attribution

1. Cross-channel overlap: When customers interact with multiple touchpoints, it becomes difficult to attribute their final action (e.g., a purchase) to one specific channel. For instance, a customer may see a social ad, engage with an email, and click on a display ad before converting. This overlap blurs the lines of attribution.
2. Data silos: Data from various channels often reside in separate systems, making it challenging to create a unified view of customer interactions. Each channel may track metrics differently, leading to inconsistency and gaps in data.
3. Privacy regulations: As privacy laws (e.g., GDPR, CCPA) restrict the use of certain tracking tools, brands may have limited visibility into individual customer journeys, impacting the accuracy of multi-channel attribution models.
4. Multi-device tracking: Consumers often switch between devices throughout their journey, such as browsing on mobile and converting on desktop. This multi-device behaviour complicates tracking and measuring touchpoints across the journey.

Potential Solutions

Challenges	Solutions
Cross-channel overlap	Use multi-touch attribution models like linear, time decay, or position-based to allocate credit across multiple touchpoints.
Data silos	Implement unified analytics platforms (e.g., CDPs or marketing clouds) to consolidate data and create a cohesive view.
Privacy regulations	Focus on first-party data and privacy-compliant tracking to maintain insights while respecting data privacy laws.
Multi-device tracking	Utilize cross-device tracking and identity resolution to link customer interactions across devices for accurate attribution.

Future-Proof Your Advertising Strategy

To future-proof your advertising efforts, start by leveraging data to inform your channel mix and guide ongoing optimizations. A data-driven approach enables you to adjust campaigns in real time and prioritize high-performing channels while remaining responsive to changing audience behaviours. One way to do this is by leveraging first-party data with programmatic advertising.

Embrace an experimental mindset by testing new channels and ad formats to uncover additional growth opportunities. Experimentation allows you to stay agile, especially as emerging technologies like AR, VR, and voice search gain traction.

Be proactive about regulatory compliance as privacy laws vary across regions and continue to tighten. Staying current on compliance across geographies safeguards customer trust and minimizes potential risks.

Integrate owned channels, such as your website, email lists, and social platforms, to create a cohesive brand experience. Blending paid, earned, and owned channels into a unified approach will strengthen brand recognition and deepen customer relationships across touchpoints. These steps will help you craft an adaptable, resilient advertising strategy that’s prepared for whatever the future holds.

Request a demo to see how StackAdapt can help your brand thrive with a multi-channel strategy.