What if the ad formats getting all the attention aren’t actually delivering the best results?
While the spotlight often lands on the flashy, high-budget campaigns — influencer takeovers, immersive videos, or ultra-targeted social ads — there’s a quiet group of formats steadily pulling in conversions, engagement, and value. They don’t get the hype, but they do get the job done.
Here’s a closer look at some of the most underrated ad formats that are actually outperforming the rest and why they deserve more attention.
1. Banners
Yes, banners. The same format that many advertisers have written off as old-school or easy to ignore.
Here’s the thing: banners are still getting results, especially when they are placed strategically. On relevant websites, within the right content, and backed by strong creative, banner ads continue to pull in steady click-through rates and brand recall. Part of their success is in their simplicity. They’re unobtrusive, don’t interrupt the user experience, and are often contextually relevant to the viewer.
They also benefit from strong infrastructure. Banner ad networks for advertisers provide efficient distribution, often across high-traffic sites where impressions are cheaper and competition isn’t as cutthroat as on social platforms. That combination of lower cost and wide reach can offer strong returns, especially for mid-funnel campaigns aimed at keeping your brand visible.
Smart advertisers are rethinking how they use banners; not scrapping them but tweaking them. Testing placements, formats, and creatives. It’s not about throwing up a rectangle and hoping for the best. It’s about leveraging that space in a meaningful way.
2. Native Ads (Done Properly)
Native ads aren’t exactly new, but they’re often misunderstood. When done badly, they feel like clickbait. But when done well, they blend seamlessly with editorial content, earning attention without demanding it.
The key here is subtlety. A well-crafted native ad matches the tone and style of its host platform. It doesn’t trick the user; it adds value. Think useful insights, entertaining content, or genuinely helpful resources that just happen to come from a brand.
Native placements tend to outperform because they don’t scream “ad.” People engage with them naturally, especially when the message is relevant to the platform’s audience. Click-through rates are often higher, and bounce rates are lower. Why? Because the user feels like they’re choosing to engage, not being forced to.
They’re particularly effective in industries where trust is key. Finance, health, education… these are areas where a thoughtful native approach can outperform more aggressive styles.
3. Audio Ads
Streaming isn’t just for music lovers. It’s also a massive opportunity for advertisers who want to reach users during high-attention moments — commuting, working out, or cooking dinner.
Audio ads are still underrated, mainly because they don’t get shared like visuals do. But their impact is often deeper. When someone hears an ad while listening to a playlist or podcast, they’re typically in a focused state. There’s less noise and distraction compared to visual channels, and the message has a better chance of sticking.
It’s not just about brand awareness either. Audio ads are increasingly being used for direct-response goals, with clear calls-to-action driving users to search, visit, or engage.
And because competition is still relatively low, CPMs tend to be more affordable compared to visual or video platforms. This gives advertisers a chance to stretch their budgets while tapping into a highly engaged audience.
4. In-Game Ads
Gaming is bigger than ever across mobile, desktop, and consoles. And in-game ads are quietly becoming one of the most immersive and high-performing ad environments available.
These aren’t the clunky, intrusive pop-ups that annoy players. We’re talking about native placements that integrate into the game environment. Think billboards in a racing game or branded gear in a sports simulation.
The magic of in-game ads is that they’re seen repeatedly, during a user’s peak engagement time. Players can spend hours in the same environment, absorbing subtle brand messages without even realizing it. It’s the definition of passive brand recall, and it works.
More importantly, these formats create positive associations. When a brand is part of a player’s favorite game, it taps into loyalty and habit. And because the ads don’t disrupt the experience, they’re less likely to be ignored or resented.
5. Email Sponsored Content
Email hasn’t gone anywhere. In fact, it’s evolved, and sponsored content in newsletters is one of the most underused but high-performing ad formats around.
Here’s why it works. People choose to subscribe to newsletters. They want that content in their inbox. So, when a brand sponsors that content, and the placement is aligned with the tone and topic, the message comes across as more trustworthy.
Open rates for email newsletters are still strong, especially in niche categories. And because people spend more time reading curated content in email than they do skimming social feeds, sponsored messages tend to get more attention.
It’s also a format that works particularly well for thought leadership or educational messaging. You’re speaking directly to a warm, receptive audience, without competing against a hundred other brands on a crowded feed.
6. Text-Based Search Ads (Beyond the Big Players)
Text-based search ads don’t get much love these days. They’re seen as basic or outdated compared to dynamic video or social ads. But they still quietly outperform in many situations.
When a user types a search query, they’re signaling intent. That’s powerful. And while everyone rushes to bid on the biggest platforms, there are still opportunities in niche search engines and partner networks where costs are lower, and targeting can be more specific.
The real edge comes from refining keyword strategy and writing better copy. Instead of shouting for attention, successful search ads focus on relevance, clarity, and value. When someone is actively searching for a solution, even a simple, text-only ad can get the click and the conversion.
Search ads also serve a different role in the customer journey. They’re less about introducing a brand and more about catching a user at the moment of decision. That makes them invaluable, especially in competitive markets where every touchpoint counts.
Quiet Formats, Big Impact
Some of the most effective ad formats aren’t new. They’re just overlooked. While the industry chases trends, these formats keep delivering consistently, quietly, and affordably.
If you’re seeing diminishing returns on the big, bold campaigns, maybe it’s time to look in the other direction. Go where the noise isn’t. Tap into what’s already working, but without the buzz. Often, that’s where the best performance lives.
