Trending & Emerging Formats

A quick look at the newer, fast-growing ad formats we're watching. We're keeping these brief for now — as they gain traction, we'll give the standouts their own full guides.

Connected TV (CTV)

Ads served through internet-connected TVs and streaming apps.

Connected TV refers to ads delivered on televisions streaming over the internet — via smart TVs, streaming sticks, games consoles and the ad-supported tiers of the major streaming services. CTV blends the big-screen impact of traditional TV with the targeting and measurement of digital.

Where it's used:Ad-supported streaming (AVOD / FAST)Smart TV home screensProgrammatic TV buying

One of the fastest-growing channels in digital advertising.

Pause Ads

Ads that appear when a viewer pauses the show.

Pause ads surface on screen when a CTV viewer pauses playback — usually a static or lightly animated panel beside the frozen frame. Because they only appear during a break the viewer chose to take, they're non-intrusive yet highly visible, keeping a brand on screen without interrupting the content.

Where it's used:Connected TV / streamingPremium ad-supported platformsBrand awareness

A non-interruptive format — it fills a moment the viewer created.

Shoppable Ads

Ads you can buy from directly.

Shoppable ads let people act on a product without leaving the content — tapping a video, image or even a CTV ad to browse or buy, often via on-screen product tags, QR codes or interactive overlays. They compress the journey from inspiration to purchase into a single step.

Where it's used:Social and video platformsConnected TV (QR codes)Retail media

In-Game Ads

Brand placements inside video games.

In-game advertising places brands within video games — billboards in a racing title, branded items, rewarded video that grants in-game currency, or short playable mini-ads. It reaches large, highly engaged audiences inside an immersive environment.

Where it's used:Mobile and console gamesRewarded videoVirtual worlds

Retail Media

Ads on retailers' own sites, apps and screens.

Retail media networks let brands advertise across a retailer's owned channels — sponsored product listings on its site and app, plus in-store digital screens — using the retailer's first-party purchase data. Its closeness to the point of sale has made it one of the fastest-growing areas of the industry.

Where it's used:Retailer sites and apps (sponsored products)In-store digital screensFirst-party-data targeting

Digital Out-of-Home (DOOH)

Programmatic ads on real-world digital screens.

Digital out-of-home brings programmatic buying to physical screens — billboards, transit displays, shopping centres and street furniture. Modern DOOH can be bought in real time and triggered by context like the weather, time of day or nearby audience data.

Where it's used:Roadside and transit billboardsRetail and venue screensProgrammatic DOOH (prDOOH)

Digital Audio Ads

Ads in podcasts and music streaming.

Digital audio advertising covers ads in music streaming, podcasts and online radio — from host-read podcast sponsorships to programmatically inserted streaming spots. It reaches listeners in moments screens can't, like commuting, cooking or working out.

Where it's used:Music streamingPodcastsOnline radio

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