When publishers think of programmatic advertising, they often think of display advertising like banners and similar inventory that sells for very little. Display banners are fine, but they aren't the only inventory you can sell programmatically.

At Playwire, we work hard to position ourselves as the leaders in custom creative for programmatic ads. That means we know a great programmatic ad when we see it, and we've built the ability to sell a wide range of ad formats that you wouldn't typically be able to access through purely programmatic ad buying.

To give you a better idea of what programmatic done right looks like on the publisher side, we have compiled some of our best programmatic advertising examples from publishers who know what they're doing.

To get access to the custom creative described below, Playwire's exclusive ad inventory, the ability to sell this custom inventory programmatically, and our wealth of first-party data, contact us today.

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Programmatic Advertising Pillar

Programmatic Advertising: What Publishers and Advertisers Need to Know

Takeover Packages

When they are done right, takeover ads block out the competition and give your viewers an engaging and memorable interaction with the brand advertising on your website which helps boost brand awareness. You can offer a 1% to 2% average click-through rate (CTR) and 100% viewability to advertisers with custom takeover packages that lock the competition out of your audience by filling every inventory slot available on your homepage.

Takeover Package Example

Takeover_CallOfDuty

Flex Leaderboard

Playwire's flex leaderboard ads offer high impact across multiple devices. 

Sticky flex leaderboards are a premium, full-width ad format that remains in view as the user scrolls through the site. The ad starts out tall, to give advertisers significant visual real estate upon load, and then shrinks and stays sticky to the top of the viewport as the user scrolls down to stay in view without disrupting user experience. This format can include video.

Advertisers looking to have their voices heard by a good share of your audience jump at this kind of inventory. This custom unit supports everything from standard banner fare to content galleries, video, and gamified calls to action. By buying this inventory, advertisers gain access to 100% viewability, a 0.7% CTR, a 1.5% engagement rate, and an 80% video completion rate (VCR).

Flex Leaderboard Example

Flex-Leaderboard_American_Eagle

Web Interstitial

Want to offer full-page ads without obscuring your content? A web interstitial might be your answer. These full-page web ads appear to your audience between page views, meaning they're never interrupted in the middle of an article, video, or level.

When web interstitial ads work as they're supposed to, they offer average CTRs of 2.5%, VCRs of 81%, a 2% average engagement rate, and 100% viewability.

Web Interstitial Example

Web_Interstitial_AmericanEagle

Interactive Pre-Roll with Intent Survey

This custom video ad inventory works best with online and app-based games. It runs before and during gameplay and presents viewers with a purchase intent survey. This allows publishers to offer not only custom and interactive video ads and gamified ads but also a wealth of purchase intent feedback. For many advertisers, purchase intent data can be more valuable than many of the more common ad performance metrics.

Interactive Pre-Roll Example

Intent_Survey_LEGOStarWars

Gamified Video

Our in-house creative team excels at programmatic gamified video. With gamified calls to action and irresistible fun, these units offer advertisers engagement rates of as high as 15%. That's paired with an 85% VCR and 15% CTR, which is why these pieces of custom programmatic inventory bring in serious revenue for publishers.

Gamified Video Example

Gamified_Video_LEGOSuperMario

Skinned Pre-Roll

Publishers can boost the value of their pre-roll display ad inventory by offering a custom skin option. This option gives brands the chance to make a bigger impact on the page and with each viewer - not to mention the sharpened edge they provide to cut through ad blindness. With skinned pre-roll, your advertisers' ads are in the spotlight for your target audience. For you, that translates to a higher-value video ad unit.

Skinned Pre-Roll Examples

Skinned_Preroll_AnimalCrossing

Skinned_Preroll_LEGOStarWars

Do Programmatic Right with Playwire

We can't help it - when we see our publishers doing programmatic right, we smile. And we want to share with the world the unique opportunity to sell cutting-edge, custom inventory programmatically.

The above publishers are just a handful of the countless Playwire clients who are maximizing the value of their programmatic sales efforts. Publishers work with Playwire because we have an in-house creative team to provide custom inventory, which means we offer advertisers exclusive inventory that they can't get anywhere else. Publishers who follow the programmatic advertising money join Playwire's exclusive, world-class publisher network.

To discuss your custom programmatic needs within the advertising space, reach out to Playwire. Give us a call at 1-561-206-4621 or contact us online today.

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