What Can You Book Programmatically
Management Summary
At a glance: Programmatic advertising formats
| category | Typical placement | Key Benefits |
|---|---|---|
| display | Websites, apps, native placements | Reach, targeting, personalization |
| video | YouTube, CTV, apps, websites | Activation, emotion, visibility |
| Audio | Podcasts, music streaming | Contextual branding, high attention |
| DOOH | Public space (train stations, streets) | Flexible playout, high visibility |
1. Display advertising
The classic in a new look.
From HTML5 banners to native ads to highly personalized, dynamic advertising, display is the backbone of many programmatic campaigns.
Pro tip: Interactive formats such as gamification ads or sitebars can also be booked programmatically!
Advantages:
- High reach through Open Marketplace (e.g. DV360, Adform, Xandr)
- Flexible variety of formats
- Ideal for awareness and performance
➡️ Find out more about dynamic banners
2. Programmatic video
Moving image that moves.
Video is one of the most attention-grabbing formats in digital marketing. Whether on YouTube, in apps or in the open market – programmatic video conveys brand messages emotionally and effectively to the target group.
Highlights:
- Placement on premium platforms & on the Open Web
- Formats: Instream, Outstream, Rewarded, Interstitial
- Connected TV (CTV) as a growth area
Tip: According to GfK (2024), TV consumption is falling linearly,CTVis constantly growing – use this shift for your campaign!
3. Programmatic audio
Your brand in your ears – even when the screen is off.
Programmatic Audio reaches users while streaming music, listening to podcasts or on the go – with targeted messages at the right moment.
Why audio?
- High level of attention in personal situations
- Podcast-level contextual targeting
- Strengthening the brand through thematic proximity
️ 4. Digital Out Of Home (DOOH)
Advertising where people are.
Digital outdoor advertising can now be controlled programmatically – dynamically based on location, time, weather or target group.
Typical placements:
- Subway stations
- Train stations
- Shopping malls
- Roads & Screens in urban spaces
Unlike classic posters, DOOH advertising materials can be animated – as long as they don’t distract traffic.
What does this look like in practice?
Read our success story for increasing the efficiency of DOOH campaignsand find out how we can display programmatic outdoor advertising in an even more targeted and controlled manner.
Conclusion
Programmatic advertising = maximum flexibility + full control.
The combination of diverse formats and precise targeting allows you to manage your campaigns efficiently and scalably across the entire funnel.
