Top Programmatic Ad Formats & How to Boost ROI With Them

Programmatic advertising has emerged as a powerful force in the world of digital advertising.

It uses automated technology, data, and algorithms to buy and sell ad space. Instead of negotiating ad placements one-by-one, advertisers can bid on ad inventory in real-time through platforms like demand-side platforms (DSPs). This allows for more precise targeting, better ad placement, and increased efficiency.

According to eMarketer, programmatic advertising is driving growth in worldwide display ad spending. In 2025, worldwide programmatic display ad spending is set to grow by 14.6%. The share of programmatic in total digital display ad spending has been steadily increasing over the years, reaching 89.3% in 2025 and is projected to hit 90% in 2026. This growth indicates that programmatic advertising has become the dominant way of transacting digital ads globally.

This guide will walk you through the most common programmatic ad formats, their benefits, and how to make the most of them.

1. Banner Ads: The Digital Advertising Mainstay

Banner ads are one of the oldest and most recognizable ad formats in digital advertising. They are rectangular or square-shaped ads that are placed on websites or apps. These ads can be found at the top (leaderboard), bottom, or sides (skyscraper) of a page.

Types of Banner Ads

Standard Banners: These are fixed-size ads that come in common dimensions like 728x90 pixels (leaderboard) or 160x600 pixels (skyscraper). They have been a staple in the industry for a long time, and many advertisers are familiar with them. However, they may not be as adaptable to different screen sizes and layouts.
Adaptive Banners: A more modern type of banner ad, adaptive banners adjust to the device and screen size of the user. They can change their dimensions based on factors like the device's orientation (portrait or landscape) and available ad space. This ensures a better fit and user experience. For example, on a mobile device, an adaptive banner might take up the full width of the screen at the bottom, while on a desktop, it could be a standard-sized leaderboard at the top.

Advantages of Banner Ads

High Visibility: When placed strategically, banner ads can capture a user's attention as soon as they land on a page. For example, a well-designed leaderboard at the top of a popular news website is likely to be seen by a large number of visitors.
Cost-Effective: Banner ads are often more affordable compared to other ad formats, making them a great option for advertisers with limited budgets. They can also be used as part of a long-term brand awareness campaign.
Versatility: They can contain static images, animated graphics, or even interactive elements. A travel company could use an animated banner to showcase different vacation destinations, while an e-commerce site might have an interactive banner that allows users to click through to different p roduct categories.

Best Practices for Banner Ads

Keep it Simple: Avoid cluttering the banner with too much information. A clear and concise message, along with an eye-catching visual, is more likely to be effective.
Use Strong Calls-to-Action (CTAs): Phrases like "Shop Now", "Learn More", or "Get a Quote" can encourage users to take the next step.
Optimize for Mobile: Since a large portion of internet traffic comes from mobile devices, ensure that your banner ads are mobile-friendly and load quickly.

2. Interstitial Ads: Making a Full-Screen Impact

Interstitial ads are full-page ads that appear between content, such as when a user is transitioning between levels in a game or moving from one article to another in an app.

How Interstitial Ads Work

When a user triggers an action that leads to an interstitial ad placement (like completing a level in a game), the ad server sends a request for an ad. The ad is then served and displayed full-screen. Once the user interacts with the ad (either by clicking on it or closing it), they are taken back to the app or website's content.

Advantages of Interstitial Ads

High Engagement: Because interstitial ads cover the entire screen, they demand the user's full attention. This can lead to higher engagement rates compared to other ad formats. For example, a food delivery app might show an interstitial ad for a limited-time discount when a user opens the app, and since the user has to interact with the ad to continue using the app, there's a greater chance they'll notice the offer.
Flexible Placement: They can be placed at natural breaks in the user experience, such as the end of a game level or during a page transition. This means they can be more relevant to the user's current activity.

Considerations for Using Interstitial Ads

Don't Overdo It: Showing too many interstitial ads can be annoying to users and may lead them to uninstall the app or leave the website. It's important to find the right balance.
Relevance is Key: Ensure that the ad content is relevant to the app or website's user base. For a fitness app, an ad for fitness equipment or a healthy meal delivery service would be a good fit.

3. Rewarded Ads: Engaging Users with Incentives

Rewarded ads are a popular format, especially in mobile apps. With rewarded ads, users are given an incentive, such as in-app currency, extra lives in a game, or access to premium content, in exchange for watching an ad.

Why Rewarded Ads are Effective

Voluntary Engagement: Since users are motivated by the reward, they are more likely to watch the entire ad. This leads to higher engagement levels and better brand exposure. For example, in a free-to-play game, players might be willing to watch a 30-second ad to get extra coins or power-ups.
Positive User Experience: When implemented correctly, rewarded ads can enhance the user experience. Instead of feeling like they're being bombarded with ads, users see the ad as a way to gain something valuable within the app.

Implementing Rewarded Ads

Clear Reward Rules: Make sure users know exactly what they'll get for watching the ad and how to claim the reward.
Target the Right Audience: Understand your app's user demographics and interests to serve relevant rewarded ads. For a cooking app, an ad for a kitchen gadget or a food subscription service could be highly targeted.

4. Native Ads: Blending In Seamlessly

Native ads are designed to match the look and feel of the platform or app where they are displayed. They blend in with the surrounding content, making them less intrusive and more likely to be accepted by users.

Types of Native Ads

Content-Feed Native Ads: These are commonly seen on social media platforms like Facebook and Instagram. They look like regular posts but are clearly marked as sponsored. For example, a beauty brand might post a native ad in the form of a photo and caption, promoting a new skincare product.
In-Article Native Ads: Found on news websites or blogs, these ads are formatted to look like regular articles. They might have a similar font, layout, and style as the site's content, with a clear "sponsored" label.

Advantages of Native Ads

High User Acceptance: Because native ads don't look like traditional ads, users are more likely to engage with them. They provide a non-intrusive advertising experience.
Enhanced Brand Recall: Since native ads blend in with the content, they are more likely to be noticed and remembered by users, leading to increased brand recall.

Best Practices for Native Ads

Match the Platform's Style: Use the same design elements, tone, and language as the platform. For a fashion blog, a native ad should have high-quality images and a stylish, engaging copy.
Maintain Transparency: Clearly label native ads as sponsored or promoted to avoid misleading users.

5. Video Ads: Captivating Audiences with Moving Content

Video ads have become increasingly popular in programmatic advertising. They can be pre-roll (shown before the main video content), mid-roll (during the video), or post-roll (after the video).

Why Video Ads Matter

High Engagement: Video combines visuals, sound, and motion, making it a highly engaging format. It can tell a story, showcase a product in action, or demonstrate a service more effectively than static ads. For example, a car manufacturer can use a video ad to show off the features and performance of a new car model.
Emotional Connection: Video ads have the power to evoke emotions in viewers. A heartwarming or exciting video can create a stronger connection between the brand and the user.

Creating Effective Video Ads

Keep it Short: Attention spans are short, especially online. Aim for video ads that are 15 - 30 seconds long for maximum impact.
Optimize for Mobile: Since many people watch videos on their mobile devices, ensure that the video is mobile-friendly, with clear visuals and audio that can be heard without headphones. According to a study by Wistia, videos that are under 1 minute long have the highest engagement rates.

6. Popunder Ads: Non-Intrusive Background Exposure

Popunder ads open in a new browser tab or window behind the user’s current screen, appearing only after the user closes or minimizes their active tab, making them less interruptive than traditional popups.

How Popunder Ads Work

They’re triggered by a user action (e.g., clicking a link, scrolling past a certain point) or after a short time on page. The ad loads in the background, allowing the user to continue browsing before encountering it later.

Advantages of Popunder Ads

Less Intrusive: They avoid blocking the current content, reducing immediate user frustration.
Strong for Direct Response: They often yield high CTRs for offers requiring deeper consideration, such as free trials or exclusive discounts.

Considerations for Using Popunder Ads

Trigger Strategically: Avoid serving them on initial page load; use user actions (clicks, time-on-page) as triggers.
Limit Frequency: Show them sparingly—ideally once per user per session.
Align with Intent: Match the ad content to the user’s current activity for better relevance and conversions.

7. Push Notification Ads: Re-Engaging Users on Their Devices

Push notification ads are short, clickable messages sent directly to a user’s device (mobile, desktop, tablet) via a browser or app, even when the user isn’t actively on the site/app.

How Push Notification Ads Work

Users must first opt in to receive notifications. Once opted in, advertisers can deliver targeted, programmatic messages, for example, reminding cart abandoners about a pending purchase or alerting past visitors to a flash sale.

Advantages of Push Notification Ads

High Reach & Urgency: They appear directly on the device’s home screen, cutting through digital clutter and driving immediate action.
Targeted Re-Engagement: They effectively reconnect with users who’ve already shown interest, boosting conversion rates.

Best Practices for Push Notification Ads

Clarify Value at Opt-In: Explain the benefit (e.g., “Get exclusive deals and sale alerts”) to encourage permission.
Keep Messages Short: Use 1–2 lines to avoid truncation and ensure quick readability.
Respect Frequency: Send no more than 1–2 notifications per day to prevent opt-outs.

Choosing the Right Ad Format for Your Campaign

Know Your Goals: If your goal is brand awareness, banner ads or video ads might be a good choice. For driving app installs or e-commerce sales, rewarded ads or interstitial ads could be more effective.
Understand Your Audience: Consider the demographics, interests, and behavior of your target audience. For a younger, mobile-centric audience, rewarded and video ads might perform better, while for a business-to-business audience, native ads or display banner ads on relevant industry websites could be more appropriate.
Budget Considerations: Some ad formats, like banner ads, are more cost-effective, while others, such as high-production-value video ads, may require a larger budget.

Conclusion

You now know all about these key programmatic ad formats, each with unique benefits tailored to different goals. The best way to maximize your ROI is to experiment with each format or combinations that fit your audience, budget, and objectives: test which formats drive the most clicks for brand awareness, which convert best for sales, and refine based on what you learn.

Remember, testing, measuring, and optimizing is the key to turning programmatic ad knowledge into consistent success.

GatherStar, as a global programmatic platform specializing in gaming, finance, and dating verticals, helps you put these ad formats to work with verified traffic and regional expertise. Whether you’re new to programmatic or refining existing campaigns to boost results, our platform and team streamline the testing and optimization process—turning that effort into ROI-driven outcomes.

If you’re looking to craft more effective, AI-driven ad experiences, start with GatherStar today. And if you want dedicated expert support to maximize your results, reach out to the GatherStar team to explore how we can help elevate your programmatic campaigns.