Top Performing Programmatic Advertising Formats to Watch in 2025

Why Choosing the Right Ad Format Matters

Imagine launching a programmatic campaign with high-quality creatives, a well-defined audience, and strong messaging — yet, it still underperforms. Why? The issue might not be your strategy, but the ad format.

With the rise of AI, privacy regulations, and changing user behavior, ad formats play a crucial role in campaign success. Selecting the right format can boost engagement, improve conversion rates, and maximize your return on ad spend (ROAS).

In 2025, programmatic advertising is more sophisticated than ever. Let’s discover the pros and cons of the best-performing formats that marketers should embrace.

What is Programmatic Advertising?

At its core, programmatic advertising automates the buying and selling of digital ad space using AI, real-time bidding (RTB), and data-driven targeting.

Instead of manually negotiating ad placements with publishers, advertisers use sophisticated software to bid on ad inventory in real time, all in the blink of an eye.

Why Marketers Should Use Programmatic Advertising

• Hyper-Targeting – Reach the right audience based on demographics, behavior, location, and interests.

• Real-Time Optimization – Adjust bids, creatives, and targeting dynamically for better performance.

• Cross-Channel Reach – Deliver ads on web, mobile, CTV, social media, and even digital billboards.

But automation alone isn’t enough. To stand out in a crowded digital landscape, choosing the right ad format is just as critical as audience targeting.

The Importance of Selecting the Right Ad Format

You’ve spent weeks developing the perfect ad campaign. Your creative team has designed stunning visuals, and your copywriters have crafted compelling messaging. But when the campaign goes live, the engagement is disappointing.

What went wrong?

The problem isn’t your creative — it’s your ad format.

Selecting the wrong ad format can mean the difference between high engagement and wasted budget. The best-performing campaigns align ad format with audience behavior, platform specifications, and campaign objectives.

Choosing the Right Ad Format Based on Your Goals

Brand Awareness → CTV ads, Digital Out-of-Home (DOOH), Native Ads
Direct Sales → Shoppable Video, Dynamic Creative Optimization (DCO), Programmatic Display
App Installs → Interactive Mobile Ads, In-App Native Ads
Thought Leadership → Native Sponsored Content, Contextual Display

Each format serves a unique purpose. Let’s dive into the top formats that are shaping the future of programmatic advertising.

The Ultimate Guide to the Best Performing Programmatic Advertising Ad Formats in 2025

1. Display Banner Ads

What It Is:

Banner ads are static or animated images placed on websites and mobile apps, typically in a rectangular or square format.

Example: Forbes banner ads

Standard Sizes (IAB Standards):

• 300×250 px (Medium Rectangle) – High engagement, often appears within content.

• 728×90 px (Leaderboard) – Typically at the top of a webpage.

• 320×50 px (Mobile Leaderboard) – Optimized for mobile screens.

• 160×600 px (Wide Skyscraper) – Placed in sidebars for visibility.

• 970×250 px (Billboard) – Premium space for branding.

Pros:

• Easy to create and deploy.   

• Cost-effective for brand awareness.   

• Works across multiple devices.

Cons:

• Banner blindness reduces effectiveness.    

• Limited space for detailed messaging.

    Best for: Brand awareness, retargeting, cost-effective reach.

2. Native Ads

What It Is:

Native ads blend seamlessly with the surrounding content, appearing as recommended articles, sponsored posts, or product listings.

mlessly with the surrounding content, appearg as recommended articles, sponsored posts, or product listings.

Formats:

• In-Feed Ads – Integrated into content feeds.

• Sponsored Content – Mimics editorial articles.

• Content Recommendation Widgets – Found on content-heavy websites.

Pros:

• Higher engagement due to non-intrusive design.   

• Better performance than display ads.   

• Works well on social media platforms.

Cons:

• Requires custom design per platform.    

• Can be perceived as deceptive if not labeled properly.

    Best for: Content-driven brands, thought leadership, native e-commerce.

3. Video Ads

What It Is:

Video ads deliver rich storytelling through in-stream, out-stream, and in-feed placements.

Standard Sizes:

• 1920×1080 px (16:9) – Standard landscape.

• 1080×1920 px (9:16) – Vertical mobile format.

• 1200×1200 px (1:1) – Square format for social.

Types of Video Ads:

• In-Stream (Pre-roll, Mid-roll, Post-roll) – Plays before, during, or after content.

• Out-Stream – Plays outside video players, within content.

• In-Feed Video – Appears within social media feeds.

Pros:

• Higher engagement than static ads.   

• Works well for brand storytelling.   

• Supports interactive elements (shoppable, CTA overlays).

Cons:

• Expensive to produce.    

• Can be skipped by users.

    Best for: Branding, high-engagement campaigns, product demos.

4. CTV (Connected TV) Ads

With the rise of streaming services, CTV ads allow advertisers to reach audiences on smart TVs and streaming devices.

Sizes & Formats:

• In-Stream Ads: Full-screen video ads within streaming content

• Overlay Ads: Small banner overlays on streaming content

• Interactive Ads: Clickable ads via remote control

Pros

• High engagement and viewability 

• Targeted based on user behavior and demographics 

• Less competition compared to traditional TV ads

Cons

• Expensive compared to other digital formats 

• Limited direct response capabilities

5. Rewarded Video Ads

What It Is:

Users voluntarily watch a video ad in exchange for rewards (e.g., game currency, premium features).

Pros:

• High completion rates (90%+).   

• Users opt-in, reducing ad fatigue.   

• Strong engagement and conversion.

Cons:

• Only works in apps with reward mechanics.    

• Requires high-quality video production.

    Best for: Gaming apps, freemium business models.

6. Playable Ads

What It Is:

Interactive ads that allow users to experience a product before installing or purchasing.

Pros:

• Highly engaging and fun.   

• Stronger conversion rates than traditional ads.   

• Perfect for gaming and interactive brands.

Cons:

• Expensive to produce.    

• Requires development expertise.

    Best for: Mobile games, interactive brands.

7. Audio Ads

What It Is:

Audio-based ads placed within music streaming apps, podcasts, and digital radio stations.

Pros:

• Non-disruptive – Users can listen while doing other tasks.   

• Targets engaged audiences (podcast listeners, music lovers).   

• Works well with voice-activated devices.

Cons:

•  Requires high-quality audio production.    

• Less visual impact than other formats.

    Best for: Brand awareness, podcast sponsorships.

8. DOOH (Digital Out-of-Home) Ads

What It Is:

Programmatic ads displayed on billboards, transit screens, and retail displays.

Pros:

• Massive reach in high-traffic areas.   

• No ad blockers.   

• Works well with geofencing and real-time triggers.

Cons:

• Expensive to run.    

• Limited tracking compared to digital formats.

    Best for: Big-budget branding, local marketing.

Conclusion

Choosing the right programmatic ad format depends on your campaign goals, target audience, and budget. Here’s a quick breakdown:

What Makes a Good Ad Creative?

An effective ad creative is one that captures attention, conveys a clear message, and prompts the audience to take action.Key elements include:​

• Relevance: Ensuring the ad content aligns with the interests and needs of the target audience.​

• Visual Appeal: Utilizing high-quality images or videos that are aesthetically pleasing and professional.​

• Strong Call-to-Action (CTA): Incorporating compelling prompts that encourage immediate response, such as "Shop Now" or "Learn More."​

• Consistency: Maintaining uniformity in branding elements like logos, colors, and messaging across all ad formats and platforms.​

• Personalization: Tailoring the ad content to individual user preferences and behaviors to increase engagement.​

Each programmatic ad format serves a different purpose, and choosing the right one depends on your campaign objectives, budget, and target audience. Whether you’re looking to drive app installs, increase brand awareness, or improve user engagement, selecting the right format can make or break your campaign success.

Get Started with Programmatic Advertising!

Blasto can help you navigate the complex world of programmatic advertising and select the best ad formats for your business. Contact us today and fill out the form to start optimizing your campaigns for maximum ROI!