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An advertisement, or ad, is a paid, non-personal message from a sponsor about products, services, or ideas intended to inform, persuade, or remind an audience. Advertisements are typically disseminated through paid media channels and are identified as sponsored communications. The primary objectives are to increase awareness, generate interest, drive consideration, and influence purchasing behavior, though ads can also aim to shape attitudes or brand perception.

Advertising has ancient roots in town criers, handbills, posters, and banners. The modern advertising industry emerged in the 19th and 20th centuries with the rise of mass media, advertising agencies, standardized creative services, and market research.

Common formats include print ads in newspapers and magazines, radio and television spots, outdoor billboards and transit ads, and digital formats such as display banners, online video, search engine marketing, social media promotions, and influencer sponsorships. Advertising can be categorized as paid media and is often coordinated with owned media (company websites and apps) and earned media (coverage and user-generated content) as part of a broader marketing strategy.

Regulations vary by country but generally require truthful representations, prohibit deceptive or misleading claims, and may require disclosures for endorsements or comparisons. Digital advertising raises privacy and data protection concerns due to tracking and targeting practices.

Effectiveness and measurement. Reach, frequency, impressions, click-through rate, conversions, and return on investment are common metrics. Marketers use experiments, attribution models, and market research to evaluate impact and guide campaign optimization.