Throughout the history of advertising, it has always been the prerogative of the advertiser as to the form and features of their ads. The media, however, set limits as far as conventions are concerned.

Publications have to be confined within the dimensions of their pages or the thickness of the folds for some enterprising ad artworks and keep to the colors they can print in their presses. Sometimes too ads suffer the printing flaws of overbleeding, smudges and ink seeping through pages. That is why printing technologies have been developed to avoid these from happening, but they happen still.

Audio ads are limited to what sounds can do and leave much to the imagination. Radios, podcasts, and other media for sounds are hampered by transmission problems and the ads delivered to listeners are bespeckled with ambient noises and scratches from interference.

The best and most effective media of the lot has always been audio-visual. Since the advent of Television, this has grabbed the attention of viewers everywhere. It has come to the point where broadcast media holds the key to trends in fashion, lifestyle, and even politics.

In this age of internet and online advertising, all these forms are being used still visuals like those in print, audio like those in radio and audio-visuals like those in television. This affords the advertiser known as the publisher on the internet more leeway for creativity in the new media, but is there really?

Search engines like Google and Yahoo have long been the most popular websites. Thus it is most fitting for these companies to be the most popular avenues of ads. Exposure is their leverage but advertisers have been given constraints.