7 Major Media for web Advertising and How to Choose Them

Media for web Advertising

In today’s so-called Internet society, many people access web media on a daily basis. Therefore, the demand for web media is high, and the number of corporations and individuals who earn income by operating web media is increasing.

In this article, we will explain the types of web advertising and how to choose them, and then introduce in detail the 9 types of web advertising media.

Types of web advertisements and how to choose them

Web advertisements are advertisements placed on web media. Advertisements displayed on the Internet are collectively called web advertisements.

The six main types of web advertising are:

  • Listing advertisement
  • display advertising
  • video ads
  • SNS advertisement
  • Articles and banner ads (pure ads)
  • affiliate

As mentioned above, you can select from the various types of web advertisements according to the target, format, period of advertisement, etc.

Below, we will explain six common advertisements among web advertisements.

Listing Advertisement

Listing advertisements display advertisements related to the keywords searched by users, and can be approached by focusing on the layer that is expected to be interested in the advertisement. Listing ads are often seen at the top or bottom of the search results page of search engines such as Google and Yahoo!.

Listing ads often use a billing system, and advertising costs are incurred for each click. Many companies that introduce listing ads set a daily budget of around 10,000 yen and a monthly budget of 200,000 to 300,000 yen.

Listing ads are search-linked ads, so they are suitable for cases where you want to limit your approach to people who are interested in the content of your ads. Another advantage is that you can get results as soon as you start advertising.

Display Advertising

Display ads are ads included as part of listing ads. Specifically, it refers to images, videos, and text advertisements displayed in advertising spaces on websites and apps. Google AdSense is also display advertising.

Display advertising is characterized by its ability to approach potential customers based on their browsing history, age, gender, and other factors.

Display advertising also includes a DSP (Demand-side Platform). DSP is an ad network that automatically performs everything from targeting to ad distribution and effect measurement.

Native advertising is also a type of display advertising. Native ads are placed on websites in a natural way that blends in with the content.

Display advertising can be widely approached from the latent layer to the actual layer. Also, depending on the advertisement, it does not feel like an advertisement, so it has the feature that it is easy for users who dislike advertisements to take in it.

The timing of accrual for display ads depends on the billing method. There are pay-per-click, which is charged when a user clicks, and pay-per-impression, which is charged according to the number of times a display ad is displayed.

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Video Ads

Video advertisements are advertisements that can promote products and services through videos.

YouTube is the most popular video advertising medium. Advertisements are played at the beginning of the YouTube video or during the video broadcast. You can also place ads on Twitter, Instagram, Yahoo! Japan, etc.

Video ads can convey a large amount of information at once, and because they are easy to get interested in through stories and music, they have an appealing effect even to users who are not interested in products and services. Therefore, it is recommended if you want people with low interest and latent people to know about your company’s products.

The cost of video advertising on YouTube is about 3 to 20 yen per time. It may seem a little expensive, but you won’t be charged if you don’t reach the specified playback time and number of times.

SNS Advertisement

SNS ads are ads placed on SNS such as Facebook, Twitter, and Instagram. Ads are displayed at the edge of various SNS pages, making them easy to see.

SNS ads have the advantage of being able to narrow down the target group based on age, gender, follower users, etc. Another advantage is the ability to approach many people, as the usage rate of SNS is increasing year by year. SNS advertising is recommended for cases where you want to approach a wide range of people and want to let many users know regardless of whether they are interested or not.

It is said that the cost of SNS advertising costs at least around 300,000 yen per month per medium. The details of the fee structure differ depending on the SNS used, but Facebook, Instagram, and Twitter all use a method of charging for every 1,000 advertisements displayed or for each click on the advertisement. increase.

Articles and Banner Ads (pure ads)

Article/banner ads are also called pure ads. By purchasing ad space provided on the website, you can post ads for a certain period of time. Advertisements come in a variety of formats, including images, text, and videos. Advertisements are displayed in ad slots on web media, so they are relatively visible.

Advertisements will be noticed by many people if they are posted on popular web media or web media with a large number of accesses. It is possible to approach low-interest and latent demographics through advertising. Also, by posting ads on sites that match the target of the ad, you can approach the target demographic.

The cost of articles and banner advertisements is generally calculated by multiplying the number of expected page views by 20 to 150 yen.


Affiliate marketing is also known as performance-based advertising. Compensation is paid to publishers when users make purchases through advertisements or achieve results (conversions) set by advertisers. Advertisements appear on the website and may be placed on the top, bottom, left, or right of the website, or may be embedded within text within the site. For example, in media centered on book reviews, advertisements are inserted into the introductions of books and authors.

Affiliates can approach a wide range of people, and depending on how the advertisement is displayed, the willingness to purchase can be stimulated, so it is recommended for approaching latent and low-interest groups.

Unlike other advertisements, affiliates are performance-based rewards, so they have the advantage of being easy to budget. Since the cost is incurred only when the contract is closed, it is possible to avoid cases such as “I spent the budget but there was no effect”.

7 Main Media for web Advertising

Today, with the spread of SNS and various web media, there are many media where web advertisements can be placed.

The nine major web advertising media are listed below.

  • Google [Listing Display Ads]
  • Twitter [SNS ads]
  • Instagram [SNS advertisement]
  • Facebook [SNS ads]
  • YouTube
  • tiktok
  • ValueCommerce [Affiliate]

Which medium to choose is determined by considering the degree of matching between the web medium and the target audience of the advertisement, the cost, and the type of advertisement you want to place.

The characteristics of each medium are described below.

Google [Listing Display Ads]

To use Google as an advertising medium, use a service within Google Ads called Google AdWords. Google Ads offers listing and display ads.

In listing ads, advertisements such as text, images, and videos are posted on Google search sites and Google search partners. The ads that appear are selected by the user’s search terms. The cost is about 300,000 yen.

On the other hand, even in display advertising, advertisements such as text, images, and videos are posted on Google search sites and Google search partners. Advertisements posted are subject to the attributes of the advertising media, user’s search history, etc. The cost market is 50 to 100 yen per click, and the monthly budget starts from about 100,000 yen.

Twitter [SNS ads]

Using Twitter as a medium, you can post advertisements such as images, videos, and texts on the Twitter timeline and search results.

With Twitter Ads, it is possible to deliver information tailored to potential users. Twitter is said to be easy to target because users’ hobbies tend to appear clearly.

The cost of Twitter Ads is determined by your own budget. It is said that the estimated cost per click is 100 yen to several thousand yen per click, and the estimated advertising cost is from 100,000 yen per month. Many companies using Twitter Ads spend around 300,000 to 500,000 yen per month.

Instagram [SNS advertisement]

Instagram-powered ads appear in your feed, stories, and discover tabs on Instagram. Images and videos are the form of advertisements, and the feature is that advertisements that do not look like advertisements can be posted. Therefore, it is possible to let users know about your company’s products and services in a natural way.

The pricing for advertising on Instagram is flexible, and you can adjust the amount posted in increments of ¥100 and change the budget on a daily basis. There are five billing methods: CPM, CPC, CPV, CPI, and ThruPlay, which you can choose by yourself.

Facebook [SNS ads]

Facebook-powered ads run on Facebook, Messenger, Instagram and Audience Network. Facebook is characterized by high targeting accuracy because users enter their profile and use it.

Facebook allows you to post ads with text attached to photos or videos, so it is also suitable for cases where you want to convey the details of the advertisement.

There are two types of advertising costs on Facebook: pay for impressions and pay for clicks. The market price is 100 yen to 200 yen per click.


Advertisements that use YouTube as a medium deliver advertisements on videos on YouTube. Video ads are embedded at the beginning of YouTube videos or in the middle of videos.

The number of YouTube users is increasing year by year, and the user base is very wide. Therefore, if you post an advertisement on YouTube, you can expect it to catch the eyes of many people.

Many companies that have introduced YouTube ads set a daily budget of 3,000 yen. Many companies have a monthly budget of less than 100,000 yen.


The most common type of tiktok advertising is the app startup screen ad that plays when the app is launched. You can also use in-feed ads, which are ad formats that fit on the posting screen and timeline.

Tiktok is rapidly gaining popularity, but users tend to be younger. Therefore, it is a recommended medium for advertising distribution targeting products and services for teens and 20s.

The cost of advertising on tiktok as a medium ranges from tens to hundreds of yen per action. A period contract type requires a budget of several million to 10 million yen.

ValueCommerce [Affiliate]

Value Commerce is an ad network and is famous among ASPs. ValueCommerce Co., Ltd., which operates ValueCommerce, is a consolidated subsidiary of Yahoo Japan Corporation.

Advertisers distribute advertisements through value commerce and have affiliates and website operators promote the advertisements. An initial cost of 50,000 yen is required to place an ad on ValueCommerce. In addition, a monthly fee of 50,000 yen and a commission of 30% of the performance fee will be charged.


Web advertising has the advantage of being able to place advertisements with a lower budget than paper advertisements and leaflets, and it is easy to catch the eyes of many people. In addition, it is easy to approach target demographics based on internet search history, etc., and you can easily promote your company’s products and services to those demographics that you want them to know about.

As explained in this article, there are various types of web advertisements, and there are many media for placing advertisements. Ad formats include text, video, and images, so it’s a good idea to choose a format that best promotes your product or service.

Since the generation of the volume layer and the preferences of users differ depending on the web media, it is very important to choose the best media according to the purpose of the company in order to obtain the effect of web advertising.