The campaign form offers ten formats. Picking the right one is the single biggest decision an advertiser makes, because it decides the audience mindset, the price and the creatives needed.
The ten formats
| Format | Best for |
|---|---|
| Pop-Under | Cheap volume, offers that work on a full landing page |
| Push | Short messages, re-engagement, app and offer promotion |
| Native | Content-style ads inside articles; good for considered purchases |
| Display | Banners and interstitials for reach and retargeting |
| Video | In-stream and out-stream, brand and product stories |
| In-App | Banners, interstitials and rewarded video inside apps |
| Audio | Digital radio, podcasts and streaming |
| HTML5 | Interactive and animated creatives |
| TV | Connected TV and streaming placements |
| DOOH | Billboards, transit and in-store screens |
How to decide
- Start from the goal. Direct-response offers often begin with push, pop or native; brand campaigns with video, display or CTV.
- Check the creatives you have. No video? Start with native or display.
- Check the landing page. Pop-under sends people straight to the page, so it must load fast and work on mobile.
- Test two formats with small budgets, then move money to the winner.
The same form is used for every format, so switching later doesn't mean learning a new tool. See the platform page for the full list.
Related: Ad formats and creative specs · Creating a campaign
Nov 13, 2026