ad

An advertisement, or ad, is a form of communication used to persuade an audience to purchase a product, use a service, or support an idea. Ads are typically paid placements across media channels and are designed to inform, persuade, or remind consumers. They can range from short television spots and print banners to online banners, video pre-rolls, and sponsored content.

Historically, advertising has ancient roots in town criers and handbills; the modern system developed with mass media in the 19th and 20th centuries, expanding with radio, television, and eventually the Internet. Digital advertising emerged with search engine marketing, social media, display networks, and programmatic buying, enabling targeted, data-driven campaigns.

Common formats include print ads, broadcast commercials, online display and video, search engine advertisements, social media promotions, native advertising, product placements, and public service announcements. Campaigns are built on audience research, messaging, design, media planning, and budgeting; effectiveness is measured by metrics such as reach, impressions, click-through rate, conversions, and return on investment.

Regulation varies by country but generally aims to prevent deception, require substantiation for claims, and protect privacy and minors. In the United States, the Federal Trade Commission enforces truth-in-advertising standards; in the United Kingdom, the ASA administers advertising codes. Digital advertising raises privacy concerns due to tracking technologies and may be subject to GDPR and other data-protection regimes. Economically, advertising funds media and content, influences consumer choices, and shapes branding. The landscape continues to evolve with new formats, such as influencer marketing and ad-supported streaming.