Choice. It’s hard. Which show will you binge next? What are you going to order for lunch? Which programmatic ads should you choose to run in your campaign? We can’t help you with all those questions, but we can try to remove your choice paralysis around programmatic display ads.

Before we get onto that, what are programmatic ads anyway? They are the automated way of connecting advertisers with publishers – think matchmaking powered by algorithms. Every time someone visits a website, a mini digital auction happens in milliseconds. If the visitor matches your target audience, your ad instantly wins that spot.

When you create a new ad campaign with Adcash, you get the choice of what ad formats you want to run. Our platform offers six to choose from, all of which are strong options. However, depending on what you’re selling and the campaign you’re running, some options are better than others.

Let’s break it down.

Quick Reference

1. Video Ads

You know those co-workers who keep making noises until you ask them what’s up? That’s a video ad – almost impossible to ignore. They come in two forms: in-stream and slider. In-stream plays before or during a video you want to watch. Sliders come in at the bottom of your screen – they don’t interrupt, but draw the eye. Interacting with a video always takes you to a landing page where you can brag about your product even more. 

Why They’re Great

• Video ads grab attention fast. Moving images make a huge impact compared to a static image because they capture attention immediately. 
• They’re dynamic. Taking the audience on an emotional journey will be remembered and much more likely to be acted upon. 
• In-stream ads can’t be missed. You already have the audience’s attention. They want to watch their video, and they’re focused and open. 

Best Verticals – Adult, Dating, and Gaming.

Pro Tip – For specific verticals, such as the ones listed above, programmatic video advertising really does the work. For others, it’s more cost-effective to target other formats.

2. Pop-Under Ads

Pop-under ads are the co-workers who physically raise their hand in a meeting, waiting to talk. They won’t interrupt, but ask for permission, like they’re still in school. Pop ads let users complete their task, then get to work once the browser window is closed. All of a sudden, these programmatic ads are in the spotlight, with receptive users open to their message. 

Why They’re Great

• Pop-unders get seen and get the attention they deserve. They don’t bother the user, so they’re not frustrating or annoying. 
• Adcash knows what we’re doing with all things pop. They’ve been optimized to perfection. 
• They’re less likely to be blocked by Ad Blocker software, so you know you’re getting your money’s worth. 

Best Verticals – iGaming, Sports, VPNs.

3. In-Page Push Ads

In an office setting, they’d be the friendly interupter. Sure, they’re saying something mid-thought, but you don’t hate them for it. Their ideas are always welcome. In-page push ads mimic notifications and messages. This type of online advertising is familiar and safe. It’s tempting to click on it because that’s what you do with notifications.

Why They’re Great

• These programmatic display ads perform really well – we’ve been programmed to click notifications for a while now. 
• Something familiar is guaranteed to be attention-grabbing, plus their movement sliding into the screen really catches the eye. 
• They work across platforms, with no opt-in needed. 

Best Verticals – Dating, Betting, App Installs

Pro Tip – Push ads don’t feel intrusive on their own, because they feel like a natural part of a user experience. Use too many, however, and their annoyance starts to outweigh their effectiveness.

4. Interstitial Ads

The co-worker who always makes an entrance. You know about their weekend. You know how many puppies their dog had, how bad their hangover is – whether you want to or not. Interstitial ads pop up between pages or as an overlay. They command full attention, as there’s nothing else to draw attention away from them.

Why They’re Great

• They dominate the page. They’re very engaging and creative, using storytelling in their design.
• Interstitial programmatic display ads are hard to avoid – to progress to the next page, you have to process the ad first. 
• They only appear in naturally occurring breaks for the user, so they’re intrusive, but naturally so. This type of online advertising fills in for what would otherwise be blank space. 

Best Verticals – App Installs, VPNs, Betting

Pro Tip – Test the waters on your platform first before leaning too heavily into interstitial ads. You want to make sure they’re not too intrusive and off-putting for your specific users.

5. Native Ads

You leave the office, and they’re sitting quietly in the corner, typing away. You arrive at the office the next day, and they’re still at the desk, in the same outfit, still at their computer. Did they ever leave? Why do their clothes blend so well with the office decor? Programmatic native advertising, like that “interesting” co-worker, integrates seamlessly with the website. Native ads look like links on the page, but they are, in fact, a type of online advertising. 

Why They’re Great

• Not super intrusive, because of how subtle they are. They’re on the page, but they don’t interrupt the user experience. 
• Because programmatic native advertising matches the context of the page it’s on, engagement rates are nice and high. 
• Forget ad fatigue – the user experience on the site will always remain positive without ads distracting or slowing down progress. 

Best Verticals – iGaming, Sports, Adult

6. Banner Ads

Every office has that one worker who has been there forever. No one can even remember who hired them. They’re the first to arrive and the last to leave. They don’t do anything crazy, but their performance is ever steady. Banner ads are the OGs of programmatic display ads. Everyone knows them; they’re easy to implement, and they get the job done. Their results might not be game-changing, but there’s a reason why they still exist everywhere.

There are 3 types of banner ad placement: skyscraper, rectangle, and leaderboard. Correct placement of all 3 types can be the difference between effective brand awareness and being buried. Leaderboards need to be visible – they shine at the top of a page, for everyone to see. Place skyscrapers to the side of the content, so wandering eyes will continuously scan your campaign. Rectangles are the most versatile – they can be placed in multiple locations across a page. Combine them with the other two for maximum impact. 

Why They’re Great

• They’re super easy to set up on a website, and can fit in a lot of different places on the page.
• Known for their visual appeal, they are great at catching the eye – especially useful for promotions and special offers. 
• For a low price, they can be used to reach a huge number of people, making them really cost-effective. 

Best Verticals – Sports, VPNs, VOD

Pro Tip – Make sure banners and native ads are clear and visible. You want them standing out – not hidden away at the bottom of a page.

Finding The Perfect Combo

When it comes to finding the right programmatic display ads, it’s really important to experiment. Test different types of online advertising, but more importantly, play with combinations. Banner ads, for example, work as a nice secondary option with the other formats. 

Ultimately, think about the genre of ads you’ll be displaying and what your audience will connect with. Programmatic video advertising, for example, is the most dynamic format. You can use it to connect emotionally or tell stories; things you can’t do so easily with other formats.  The beauty of advertising with Adcash is the ability to optimize or tweak your programmatic ad campaigns. 

If you need any extra support, our team is available to answer any questions you may have.