Introduction
Programmatic advertising has not only revolutionized the way digital inventory is bought and sold but has also significantly expanded the range of advertising formats available to advertisers and publishers. While the technical specifications of many formats in the programmatic environment are equivalent to those in traditional sales, programmatic, through technology and data, allows for more dynamic and personalized delivery and creativity. Choosing the right format is crucial for campaign success, as it directly influences visibility, interaction, and the achievement of objectives. This article explores the main advertising formats used in programmatic, classifying them by their nature and the environment in which they are displayed, and highlighting their creative and strategic potential.
Environments and Format Types
In programmatic, it is essential to differentiate the environment in which advertising operates, as this determines the type of tags or creatives needed for compatibility. The main environments include:
- Web: Traditional websites accessed via desktop or mobile browsers.
- AMP (Accelerated Mobile Pages): Web pages designed to load quickly on mobile devices.
- In-APP: Advertising spaces within native mobile applications.
- Digital TV / Advanced TV: Advertising on television content delivered over the internet on Smart TVs, connected devices (Chromecast, Apple TV, consoles), or TV apps.
Within these environments, advertising formats can be grouped into main categories based on their visual nature and the type of content they present:
- Display: Static or animated graphic formats.
- Rich Media: Display formats enriched with advanced functionalities and interactivity.
- Video: Ads in video format, either in-stream (within an existing video player) or out-stream (outside a player, often integrated into the page content).
- Audio: Ads in audio format, generally played within digital audio content (podcasts, music streaming).
- Native: Ads designed to blend in with the form and function of the editorial content of the site where they are displayed.
Below are the most common programmatic usage spaces within these categories:
Display
Display formats are perhaps the most traditional in digital advertising, but in programmatic, they gain new capabilities for segmentation and optimization.
- Standard: Refers to conventional banner formats with predefined sizes standardized by organizations like the IAB (Interactive Advertising Bureau). Popular sizes include the Medium Rectangle (300×250, 300×600), Banner (468×60), Leaderboard (728×90, 970×90), Half Banner (234×60), Billboard (970×250), and Skyscraper (120×600, 160×600). These formats are widely available in programmatic inventory and are suitable for branding and performance campaigns.
- Rich Media: These formats go beyond basic static or animated banners, incorporating interactive elements, video, audio, or other advanced functionalities to create a more immersive and engaging advertising experience. Rich Media is not a specific format itself but a term for enriched creatives. They can appear as expandable formats (which expand upon interaction or hover), floating formats (which overlay page content), or integrated/fixed formats (which occupy space on the page but with interactive elements). They can also include augmented reality or dynamic creatives that adapt their content in real-time based on user or context data. These formats are excellent for branding and campaigns seeking high interaction, although their availability in programmatic may depend on the SSP and the publisher’s commercial policy.
Video
The video format is one of the fastest-growing in programmatic, driven by the increase in online audiovisual content consumption. It is divided into two main types:
- In-Stream: This type of video ad plays within an existing video player on the page or application. This means the user is actively watching video content (an episode, news, a tutorial), and the ad appears before (Pre-Roll), during (Mid-Roll), or after (Post-Roll) the content. In-stream ads usually have high completion rates and are very effective for branding. They can appear on different platforms (web, in-app, TV).
- Out-Stream: Also known as in-banner video, these formats insert a video player into advertising spaces not traditionally intended for video (like a banner space within a text article). The player often appears and starts playing when it’s visible on the user’s screen and pauses when it’s not. The player only plays the ad, not editorial video content. Out-stream formats significantly increase the video inventory available to advertisers and can be an effective way to capture attention in non-video contexts.
Audio
Programmatic audio advertising refers to audio ads that play within digital audio content, such as podcasts, music streaming, or online radio. They function similarly to audio ads in traditional media, but programmatic allows segmenting audiences and optimizing buying in real-time. Formats can include direct audio ads (MP3) or combined with a complementary display (Companion MP3 Display) or even video formats (MP4) if the platform allows. This format is ideal for reaching audiences consuming audio content and can be particularly effective in mobile environments or while performing other activities.
Native
Native advertising in programmatic aims to integrate seamlessly with the content and user experience on the site or app where it is displayed. The ad’s design mimics the editorial format of the medium, making it feel less intrusive than a traditional banner. The goal is for the ad to be perceived as part of the content, increasing its relevance and the likelihood of interaction.
Native formats are highly varied and can include graphic, textual, and audiovisual elements. They can appear as:
- Automated native modules: Ads that are automatically generated to fit the site’s design.
- Branded Content: Content created by or for the brand published on the publisher’s site.
- Sponsored Articles: Articles or reports focusing on the brand or product, presented in editorial format.
- Sponsored Social Posts: Promoted posts appearing in social media feeds integrated into websites.
- Content Mentions: Integration of the brand or product within existing editorial content.
Programmatic allows scaling the buying of native advertising, making it possible to acquire native inventory on multiple sites through a DSP, based on audience segmentations. This combines the effectiveness of native advertising with the efficiency and scalability of programmatic buying.
Conclusion
The universe of advertising formats in programmatic is vast and diverse, offering advertisers a wide palette of options to reach their audiences effectively in different digital environments. From standard and enriched Display formats (Rich Media), to in-stream and out-stream Video formats, programmatic Audio, and integrated Native advertising, each format has its own potential and strategic application. Choosing the right format should be aligned with campaign objectives, target audience, and the environment where impact is sought. Programmatic’s ability to combine automated delivery with precise segmentation and, in many cases, dynamic creativity, allows advertisers to go beyond simply buying space and build more relevant, engaging, and personalized advertising experiences for users. Mastering the knowledge of these formats and how to use them strategically in programmatic is fundamental to maximizing creative impact and campaign performance.