Advertising medium - how do you choose the right one? What characterises them?
Dla biznesu
10 August 2025
Advertising media is something that needs to be chosen at the planning stage of any marketing campaign. If you want to promote your brand or product, it's essential to look at the different content media and how to choose the right one for your own purposes.
What is advertising media?
An advertising medium is a tool that is used to communicate marketing content from a brand to its audience. It is a communication channel that allows the products or services of a particular company to be presented.
Means and media advertsy are divided into traditional and modern. The first group includes the press, radio or television. This includes all magazines, journals, brochures and catalogues. The second includes online channels - websites, apps, social media or search engines. Outdoor media are also popular, including posters, murals and billboards, among others.
Advertising media in the age of internet marketing
Through the advent and intensive development of the Internet, advertising media have undergone many changes. Today, they are much more diverse than they were years ago. Online marketing activities include:
- Banner campaigns - on many websites it is possible to buy space for your banner ads. We also offer this at InPost, so if you wish, you can appear in our Parcel Manager, homepage or tracking panel. Content varies in form and size depending on the chosen portal.
- Social media campaigns - paid social media advertising allows you to reach new audiences. In addition, simply running brand profiles in a creative and engaging way is an important issue in companies' promotional activities. This is because it helps to build long-term relationships with audiences.
- Search engine adverts - with the help of Google Ads, it is possible to create search engine adverts that work especially well for e-stores. When a customer types in a specific phrase, he/she first receives sponsored results and only then those that have earned a high position in the results.
- Influencer marketing - involves the advertising of products and services by influencers. They recommend goods specified in the contract to their audience and often offer, for example, a discount code for purchases. Before entering into such a partnership, it is important to check, among other things, the level of engagement of the influencer's online followers, but also the fit with the advertising.
- Content marketing - long-term activities involving the creation of content in the form of articles, product descriptions or videos. They influence search engine positioning and also build the company's image as an expert. As part of the promotion, sponsored articles can also be purchased to build a network of links that influence positioning.
Advertising media and business specificity
The specific nature of the business is a key issue in the choice of advertising media. This is because each business has its own audience, territory of operation or objectives to achieve. In the first instance, it is worth considering the area of operation.
If a company operates in a strictly defined area, e.g. a beauty salon in a city, it does not need advertising all over the country or the world. In this case, it would be advisable to focus on promoting in an area from which customers and clients are willing to travel to the business.
Adverts on local social media groups, geotargeted online advertising, as well as billboards or flyers in public places will therefore work. On the other hand, if you are talking about an online shop that wants to reach the widest possible audience, you can target campaigns with a much broader scope, i.e. even television.
The target group plays an important role. If the product is aimed at seniors, it is unlikely that you should run a campaign on social media. It is much better to focus on radio, newspapers, posters or television. With younger audiences, the web becomes the most important medium for promotion. This is why it is so important to know and define your target audience.
The specific nature of the industry in which one operates also influences the choice of where advertisements will be placed. Content promoting IT courses will not be of interest on hairdressing websites. It is much better to place a banner, for example, on a technology news or job search portal.
What to look for when choosing an advertising medium?
It is necessary to check whether the advertising measures in question have a chance of reaching the desired audience. It is best to carry out a market analysis and check the statistics to see which customers you have the most. Younger generations are much less likely to use referrals in traditional media, while older generations do the opposite.
Another consideration is the budget you are willing to give to the campaign. Facebook or Google Ads can be much cheaper than a video ad broadcast on TV. In order to match the campaign to your possibilities, it is worth considering the duration of the campaign, as well as the reach and number of communication channels.
Also check what tools your competitors are using. Can you see on a case-by-case basis that this also translates into sales and growth? In addition, consider which channel allows you to produce creative and engaging content.
A good way to do this is to advertise in multiple media to reach different audiences. A combination of search engine, banner, outdoor or text advertising will work better than investing your entire budget in one medium.
InPost advertising - modern advertising media
The Internet is a place that entrepreneurs very often use to promote their brands. At InPost, we offer both online and outdoor solutions as part of our advertising offer. We can place your advertisement on the doors of Paczkomat® machines, which are already present all over Poland. We also communicate content via the machines' screens, which customers notice when sending and receiving parcels.
In terms of online advertising, we offer banner campaigns on our official website, as well as a newsletter. We send e-mails to several million subscribers. In addition, we still have the InPost Mobile app, which uses PUSH notifications and banners for marketing purposes. If you wish, your advertisements can be included in any of these channels.
Planning to promote your products? We suggest sampling samples through the Paczkomat® devices. This is by far one of the most innovative ways of promotion, which reaches an audience with different needs. It allows you to increase your brand recognition and also get new people interested in the full-value goods in your range.
Write to us via the contact form and find out how effective InPost media advertising works. Increase sales, build trust and expand the audience for your services! We will be happy to answer all your questions.
Advertising your company with InPost? Always a good idea!
Take a minute to leave your contact details and we’ll prepare a tailored offer for you.
There are plenty of possibilities:
- Branding on Parcel Locker machines
- Ads displayed on Parcel Locker screens
- Sampling of promotional products
- Banner ads on the InPost website
- Advertising in the InPost newsletter
- Push notifications in the InPost Mobile app
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