alt Hacker NewsUsually the second type is called “brand advertising”. The idea is to create a positive association with a brand and not expect you to take any immediate action. The first type maybe “action advertising” (I’ve heard other terms).
Most advertising is actually the first type.
Assuming you mean "conversion advertising" vs "brand advertising", what I remember looking at industry-wide numbers when I worked on Google Ads was that they're actually pretty close, with brand advertising being slightly bigger. Something like 60/40 industrywide.
Now, it varies widely depending on the medium, search ads lean way more on conversion advertising, with display and especially video ads leaning more on the brand side.