[Programmatic Advertising Series – Pt. 3] Creative Types of Programmatic Advertising

In this four part programmatic series, we’ve covered what Programmatic Advertising is, and the types of programmatic platforms available, now we will cover once you decide what platform is best for your needs, what creative options there are. Most people typically think of programmatic ads as the banner ads that “follow you around” from website to website, but we are here to uncover other options you may have not known or considered when it comes to programmatic media.

Native Ads

As mentioned previously, Native Programmatic Advertising is probably what the general public thinks of when referring to programmatic advertising. However, native has come a long way since its beginning. Native is meant to strategically, yet subduedly fit into the audiences daily life. It’s not meant to be super disruptive media but more-so to be at the right place, at the right time as mentioned in our previous series post  while remaining relevant to the site or content it appears on.

Typically native ads perform well in terms of CTR and are a great brand awareness and traffic driver.

The most recent example when keeping up with trends and native programmatic as an example would be on the highly popular platform, TikTok. Trending sounds or video formats follow with the natural trends of dances or video formats while still staying seamless to the platform itself and not disrupting the user.

Digital Out of Home (DOOH)

Digital Out of Home or DOOH is a type of Programmatic Advertising that is in public spaces, out of the audiences’ home. Typical DOOH you may have come across are in airports, digital billboards, and even in most relevant times, at hand sanitization stations with digital ads on them during the Covid-19 Pandemic. Out of Home (OOH) is one of the oldest forms of advertising, however to keep up with the times, a more data-driven approach came about and digitized OOH bringing us DOOH.

Typically advertising teams or agencies utilize DOOH because it allows for a hybrid- in person and digital approach which is applicable to most audiences companies are trying to target. It also allows for interactiveness and brand recall in a creative, yet strategic way.

 

Video

Programmatic Video is one of the most popular avenues of programmatic advertising and is still on the incline for marketing spend. Video on all channels including social is powerful, but even more so with programmatic’s ability to finely tune to custom audiences quickly and strategically.

Some popular examples of programmatic video ads you probably come across on a weekly basis searching the internet are in-stream ads like on Youtube. Pre-roll, mid-roll and post-roll ads are all super effective in marketing to an already engaged audience with relevant content.

Programmatic Audio

Audio ads are becoming more and more prevalent over the years with most listeners migrating away from standard radio to podcasts, and digital audio streaming services like Spotify. Audio ads allows a different way of advertising in a world that is heavily saturated with visual marketing.

Programmatic Audio allows you to target your audience with the same criteria as other digital programmatic advertising like age, geo, retargeting, etc., but also has the capability of segmenting advertising to target specific music genres, and playlists that can highly effective.

Programmatic Audio ads are a huge channel to help with brand recognition and think a little outside the box to resonate with your audience

 

As you delve in deeper with the understanding of programmatic advertising and creative options, we hope this part in our series helps guide you to make the best strategic choice to fit your audience. Leave a comment below on what types of creatives you may have tried in the past and/or which ones you think would drive the best results for your goals now!