Programmatic ad types remain central to modern B2B marketing strategies. As automation, AI, privacy shifts, and real-time data reshape the ad tech landscape, understanding how different formats perform and how creatives adapt lets marketers drive results that truly matter.
Programmatic ad types: placement, delivery, and examples by format
When considering programmatic ad placement and delivery, marketers must choose formats that meet audiences where they are, in ways they pay attention. The following programmatic advertising examples highlight how formats are being used with strategy.
Programmatic Display
Programmatic display remains effective for achieving broad reach, brand visibility, and supporting top-funnel awareness goals. Globally, close to 90% of digital display ad dollars are transacted programmatically as of 2025. Typical placements might be on association websites, business news portals, and industry-specific content hubs. With a growing number of U.S. display ads now transacted programmatically, there’s less friction in auction, PMP (private marketplace), or programmatic direct paths.
Creative for display demands sharp visuals, simple messaging, strong value proposition, and high contrast. Because users often see display formats briefly, clarity and speed matter. A strong, direct call-to-action helps-- whether it’s to download a white paper, register for a webinar, or visit a relevant product page.
Programmatic Video
As budgets shift, video is capturing much of the growth. Programmatic video ad delivery spans pre-roll, mid-roll, out-stream, and connected TV (CTV). CTV and streaming services with ad-supported tiers are key battlegrounds. Audiences increasingly expect higher production standards and storytelling that respects their time.
Video creative should grab attention first—through a striking visual, story hook, or unexpected moment—then build toward the message. Unlike display, video gives you more time, but you still need tight editing, purposeful sound, subtitles for mobile, and platform-specific optimization to hold viewers through to the call-to-action.
Native Advertising
Native advertising blends into content flows such as articles, recommendation widgets, sponsored content on association sites, etc. Because of its content-like appearance, audiences tend to engage more deeply when the content is genuinely useful: thought leadership, industry insights, case studies.
Creative for native must carry both authority and readability. Tone should match the host site’s reward to its readers and should be educational rather than promotional. Disclosure remains important (e.g. “Sponsored by …”) both for transparency and trust.
Audio advertising
Audio, whether on podcasts, streaming music platforms, or smart-speaker environments, is gaining traction among decision-makers who listen during commuting, workouts, or while focused on non-screen tasks. Programmatic audio allows targeting not only by demographics, but also by time-of-day, contextual content (e.g. business podcast vs entertainment), and location.
Creative in audio must rely on voice, tone, pacing, and sound branding more than visuals. Engaging scripts, consistent audio identity (voice, music cues), and messaging that fits listener context are critical. If possible, host-read or native integration in podcasts helps trust and engagement.
Digital Out-of-Home (DOOH)
DOOH is moving beyond billboards into dynamic, data-informed placements. Think digital screens in transit hubs, retail environments, or near business districts. Programmatic DOOH offers flexibility via real-world signals: foot traffic, weather, time of day. Ad delivery can be optimized in real time for when the audience is most likely to be there.
Creative in DOOH must be bold. High visibility, motion or animation, simplified text, and high contrast visuals are essential. Also, creative adaptation that takes context into account, such as tailoring messaging to rush-hour commuters vs midday retail foot traffic, boosts effectiveness. Integrating DOOH campaigns with digital channels like mobile retargeting strengthens performance. In fact, U.S. DOOH is expected to top US $3 billion in total ad spend in 2025; programmatic DOOH alone is projected to exceed US $1.25 billion by 2026
Creative customization: matching format, delivery, and audience of programmatic ad types
Programmatic ad delivery depends heavily on how well creative fits the format, placement, and audience intent. For B2B, decision-makers often touch many channels on their path: reading industry content, watching thought leadership video, listening to podcasts or audio updates, commuting past DOOH screens.
A few advanced creative and messaging strategies make the difference:
- Predictive targeting and dynamic creative optimization (DCO): using AI and real-time data to change headlines, visuals, offers based on behavior, context, firmographic data.
- Cross-channel consistency with adaptive messaging: ensuring that what was seen in a video or DOOH is echoed (while tailored) in display, native, or audio follow-ups.
- Testing formats: using A/B or multivariate testing to find what headline-visual-CTA runs best, but also what format mixing yields the strongest journey.
- Privacy and identity compliance: preparing creative for cookieless environments, using first-party data, contextual targeting, and privacy-safe identity solutions so campaigns remain measurable and trusted.
Why choosing the right programmatic ad types matters
Each format offers trade-offs in cost, attention, and audience experience. Display is lower cost per impression but often lower attention; video and DOOH demand more creative investment but can deliver deeper engagement. Native and audio can build trust and affinity, especially when content delivers value. Programmatic ad placement decisions (where, when, on what device) fundamentally affect ROI. How ads are delivered (via RTB, PMP, programmatic direct) influences both price and brand safety. Using programmatic advertising examples, non-video formats still work well for lead generation when paired with high relevance and good creative; video and DOOH shine for brand positioning, executive recognition, account-based marketing visibility.
What to do next
Marketers should audit current programmatic campaigns to see which formats deliver highest engagement and which creative assets may need updating. We recommend running format experiments (e.g. mixing native, audio, and video) under comparable budgets to uncover what resonates. Align creative templates, messaging pillars, and brand values consistently across all ad types while allowing adaptation to each format’s strengths. Finally, ensure that measurements are aligned, including impressions, viewability, click-throughs, conversions, etc., and are tailored by format and delivery path.
For organizations ready to elevate their programmatic strategy with formats that connect, we help map creative, placement, and delivery toward measurable outcomes. We’ll partner to design campaigns that maximize impact on every screen, speaker, and surface. Reach out to us today.
