People are unique, with different tastes, habits, and ways they engage with content. Some enjoy watching videos on their lunch break, others scroll through articles during meetings, and then there are those who can’t resist a late-night podcast binge.
Each programmatic ad campaign needs to match these expectations—because trying to serve a video to someone who’s only listening, or showing a banner to someone who’s actively ignoring them, is like bringing a spoon to a knife fight.
The effects of mismatching an ad format? Wasted budget, poor engagement, and an ineffective campaign in a world where every impression counts. So, how do you pick the right one for each business?
We’ll break down the various formats of programmatic ads, help your agency find the perfect fit for your client’s next campaign, and show how KPAI can streamline the process with AI programmatic advertising, advanced targeting, optimization, and reporting tools.
Which Formats Can Marketing Agencies Use in Programmatic Advertising?
Programmatic advertising automates the buying, placement, and optimization of digital ads using real-time data. Advertising agencies help each client navigate the options, ensuring their message connects with their target audience in the right way, at the right time.
The beauty of programmatic advertising lies in its ability to reach specific audiences with laser precision, thanks to data-driven insights. But it’s not a one-size-fits-all approach. Different people engage with content differently, and what works for one audience might fall flat for another.
Each ad format offers a unique way to deliver a message, whether it’s a quick, eye-catching display ad or a storytelling video that tugs at heartstrings. Choosing the wrong format might still get some attention, but not the kind that makes a lasting impact.
By mastering the nuances of each ad format and using them strategically, an advertising agency can ensure that campaigns don’t just reach the desired target audience—they engage, resonate, and drive results.
1. Display Ads
Display ads are the workhorses of digital advertising. They’re everywhere—banners at the top of a webpage, sidebars, and pop-ups. They are your basic, all-purpose ads that can be plastered across just about any website.
- Best used for: Brand awareness, retargeting, and product promotions for clients who need high visibility. They’re there to get seen, remind, and sometimes annoy (in a good way, hopefully).
- Strengths: Easy to create and highly scalable. They’re great for putting a brand front and center and keeping it in the audience’s mind, even if they’re just skimming through.
- Weaknesses: The biggest challenge with display ads is “banner blindness”—people have seen so many that they’ve trained themselves to ignore them.
- Pro Tip: To combat banner blindness, focus on creative designs that pop and compelling CTAs that invite clicks rather than just yelling “BUY NOW” in bold letters. Animated or interactive elements can also help grab the user’s attention in a sea of static content.
2. Video Ads
Video ads demand attention, tell a story, and don’t mind taking up a bit more of your time. From pre-roll ads that play before your favorite YouTube video to in-feed videos that sneak into your social scroll, video ads are all about making an impact.
- Best used for: Brand storytelling, high engagement, and conveying complex messages that a static ad just can’t deliver. They’re perfect for clients who want to build an emotional connection or showcase your product in action.
- Strengths: Video ads are incredibly engaging and can capture attention in a way that static images simply can’t. They’re versatile, working well across platforms from social media to CTV (more on that later). Plus, video content is highly shareable, which means the ad could end up reaching more people.
- Weaknesses: They can be costly and time-consuming to produce, and they need to be done right. A poorly made video ad can backfire, making your brand look amateurish.
- Pro Tip: Focus on high-quality, short-form videos that get straight to the point. Use engaging visuals, quick cuts, and make sure the message is clear even if it’s watched without sound—because not everyone wants the whole office hearing about your new product.
3. Native Ads
Native ads blend in so seamlessly with the surrounding content that, at first glance, they don’t even look like ads. This format is perfect for when businesses want an advertising message to feel more like a helpful suggestion and less like a sales pitch.
- Best used for: Content marketing, brand engagement, and creating a more natural ad experience. Native ads are excellent for sponsored articles, in-feed ads on social media, and content recommendation widgets that appear at the end of an article.
- Strengths: They don’t interrupt the user experience, which means they’re generally better received than more aggressive formats. Because they mimic the look and feel of the surrounding content, native ads often boast higher engagement rates and can build trust with the audience.
- Weaknesses: Creating effective native ads takes time and effort. They need to be well-written, well-designed, and feel relevant. And while they’re great for engagement, they may not be the best for direct conversions since they’re often more about the soft sell.
- Pro Tip: Use native ads to educate or inform the audience, not just to sell. Provide value in the form of tips, insights, or entertaining content, and discreetly guide the user to the product or service.
4. Audio Ads
Effective audio ads know exactly what you need to hear and when you need to hear it. Audio ads play during podcasts, music streaming, and other audio-first environments, reaching audiences when they’re focused on listening, not watching.
- Best used for: Brand recall, storytelling, and reaching users during screen-free moments, like commuting or working out. Audio ads are great for clients who want to build brand presence subtly but effectively.
- Strengths: Audio ads are incredibly immersive. With no visual distractions, your message has the listener’s undivided attention. They’re also easier to produce than video ads, and they can feel more personal, as though you’re speaking directly to the listener.
- Weaknesses: You’re limited to what can be communicated through sound alone—no flashy visuals to help tell your story. And if the ad isn’t well-scripted or the voiceover doesn’t resonate, it can come off as more annoying than engaging.
- Pro Tip: Keep audio ads short and sweet—around 15 to 30 seconds is ideal. Use a clear and engaging voice, add a catchy jingle or sound effect, and make sure the call to action is direct and easy to remember.
5. Connected TV (CTV) and OTT Ads
CTV and OTT ads bring the old-school charm of TV commercials into the digital age, showing up on internet-connected devices like smart TVs, gaming consoles, and streaming sticks. These ads appear on platforms that let viewers watch their favorite shows without cable.
- Best used for: High-impact brand awareness and reaching audiences that have cut the cord but still love their TV time. It’s a way to deliver big, bold messages to households without paying for traditional TV ad spots.
- Strengths: CTV ads combine the engaging power of video with the precision targeting of digital advertising. You can serve ads based on household demographics, viewing habits, and even time of day, making them very effective for reaching niche audiences.
- Weaknesses: They’re one of the more expensive formats and require quality production. Plus, viewers are accustomed to streaming without interruptions, so if your ad isn’t compelling, they’ll tune out or even pay extra for ad-free experiences.
- Pro Tip: Make CTV ads entertaining and relevant. Keep them short and dynamic, and if possible, add interactive elements that allow viewers to engage directly with the ad, like QR codes for instant shopping or links to learn more.
How KPAI Can Help Your Agency Master Programmatic Ad Formats
Navigating the world of programmatic ad formats can be daunting for any agency. From selecting the right format to optimizing performance and managing client expectations, it’s easy to feel overwhelmed.
KPAI empowers your agency with a managed programmatic service you can trust with guaranteed results across ad formats.
Simplifying Format Selection and Optimization
KPAI simplifies programmatic advertising by providing advanced targeting, optimization, and reporting capabilities that take the guesswork out of media selection.
Instead of spending countless hours analyzing data and testing formats, KPAI’s technology does the heavy lifting, allowing your agency to focus on crafting compelling campaigns that resonate with your clients’ target audiences.
With KPAI, you can confidently choose the best ad format for each campaign, ensuring every dollar spent is maximized for impact.
Precision Targeting for Maximum Impact
One of the standout features of KPAI is its precision targeting. By leveraging vast datasets and user insights, KPAI enables your agency to pinpoint the exact audience traits that align with your client’s goals.
This means your display ads are reaching those ready to convert, your video ads are telling stories to the right viewers, and your audio and CTV ads are connecting with listeners and watchers who are genuinely engaged.
Real-Time Optimization and Reporting
KPAI’s real-time optimization capabilities also mean you’re never flying blind. The platform continuously analyzes performance metrics, making adjustments to improve ad effectiveness on the fly.
Plus, with comprehensive reporting tools, you can provide your clients with transparent, data-driven results that showcase the impact of your campaigns.
Gaining a Competitive Edge
Partnering with KPAI streamlines your programmatic efforts while equipping your agency with the competitive edge needed to deliver on client expectations.
Choosing the right ad format is just the beginning—what truly matters is consistently hitting advertising goals with confidence and precise execution.
Ready to Elevate your Programmatic Ads with AI Programmatic Advertising Solutions?
Choose KPAI to take the guesswork out of programmatic advertising. With advanced targeting, optimization, and reporting capabilities, KPAI helps agencies achieve their advertising goals more effectively.
Contact us today, and let’s make your next campaign the best one yet.
