Why are Push Notifications the trendiest ad format?

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How to Choose the Best Digital Ad Formats

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Ad formats…everyone’s got them (we have few of our own). Whatever your campaign or monetization strategy, there are plenty of digital ad formats available. The problem isn’t availability, it is what formats to choose and how to coordinate them.

What are the best ad formats to use? It depends, but not on what you’d think

Let’s talk CTRs and conversion rates…specifically, why I’m not giving them to you:

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  1. If you want them, there are plenty of readily available graphs from reputable sources
  2. CTRs are generally neck-and-neck for ad format type, e.g. display ads
  3. A percentage of CTRs includes bot traffic and accidental clicks
  4. Most importantly, mass produced statistics don’t provide you context.

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And conversion rates? See above…WAIT, we’re anything but rigid, so here is a good rule of thumb:

[bctt tweet=”Interruptive #ad formats tend to have a greater conversion rate than display ads, but users loathe them.” username=”Adcash”]
Whether you are an advertiser or publisher, remember that rule of thumb. It will help you decide which formats to use for a campaign or use on your website.

The underlying principle of the rule is user disruption; the costs of disruption to the advertiser and publisher increase with the level of disruption.

Nonetheless, there are a few finer points to consider when acting as an advertiser or publisher.

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For advertisers, format diversification is key

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When you work with ad networks, you face bidding mechanics and publisher restrictions: use multiple formats and you will maximize your reach.

The more popular the format is among advertisers, the higher you need to bid in order to increase the likelihood of reaching your target audience.

Strike a balance between allocating your budget toward pricier formats and spreading it across formats. Some publishers restrict specific formats, such as interruptive types.

What if a publisher’s traffic is your target audience, but the formats you deploy are restricted?

The devices that your campaigns will be viewed from should also factor in your campaign strategy. A large percentage of your audience will probably view your ads from mobile devices, which will influence ad format mechanics.

For example, when viewed in-app, interstitial ads are less likely to have a time lock, unlike their desktop counterparts.

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For publishers, traffic is king

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Your primary consideration should be your traffic’s disruption tolerance. Generally, the higher your content value, the higher your users’ disruption tolerance.

If you’ve ever visited an unofficial streaming site, you were likely bombarded with dozens of site-under ads (especially if they bypass adblockers). This only works because the content’s value outweighs the poor user experience.

Why are they using so many site-unders? Because site-unders typically have the highest payout. The higher the user disruption, the higher the payout will be.

Your monetization strategy should be a balance between payout and impact to the user experience. Should you include a site-under as part of your strategy? For some, it will make sense; for others, not so much.

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Follow YOUR audience or traffic

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There is enough statistical information available for you to identify overall trends. However, these trends can’t account for the unique factors that affect your audience or traffic.

You may be able to use that information to make initial choices about what digital ad formats to use or allow, but you’ll need to track them to understand what effect they’re having.

Advertiser or publisher, you must understand overall trends, follow feedback, and adjust your strategy accordingly…

…then you will be rewarded instead of penalized.


Here’s a little update from 2017 – we’ve added some highly effective formats to our selection, read all about it here. 

[/et_pb_text][et_pb_team_member admin_label=”Author Box” name=”Kyle Buzzell” position=”Content Manager” image_url=”http://blog.adcash.com/wp-content/uploads/2017/04/img_kyle.jpg” twitter_url=”twitter.com/ksbuzzell” linkedin_url=”https://www.linkedin.com/in/kyle-buzzell-879a7171″ custom_css_member_image=”width:100px;||-webkit-clip-path: circle(50% at 50% 50%);||clip-path: circle(50% at 50% 50%);” saved_tabs=”all” background_position=”top_left” background_repeat=”repeat” background_size=”initial” _builder_version=”3.0.82″]

Psychology, sales and now marketing…Kyle uses his background and love of writing to create informative, engaging content for Adcash.

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Interstitial Ads: What They Are & Why They Rock

Interstitial ads often get overlooked as a premium ad format, especially when put up against their pop under / pop up cousins. But, in the battle for valuable screen real estate, they are an incredibly powerful asset for online advertisers to have in their arsenal.

What Are Interstitial Ads

What Are Interstitial Ads?

Interstitial ads are similar to pop ups but, rather than opening in a new window, they are displayed “on top” of the page content. Interstitial ads can appear when a visitor clicks on a link to read an article or when the page first loads. The interstitial ad that appears takes up the full screen area.

In-App interstitial ads behave slightly differently, but the logic is pretty much the same. Rather than the ad appearing between page loads, they can be triggered by a range of in-app events, like in between levels or after a user has performed a certain action.

Why You Need Interstitial Ads

Here’s Why You Need Interstitial Ads

As mentioned at the start of this piece, screen real-estate is a precious and prized thing. With so many advertisers all competing for people’s attention, making eye-catching, engaging ads that stand out becomes harder and harder. This, coupled with the well-documented “banner blindness” phenomenon, means advertisers can have a hard time getting users to click their ads.

By taking up the full screen area, interstitial ads are able to stand out from the crowd. They also deliver great results, at a fraction of the cost of pop under ads, making them a brilliant return on investment proposition.

Interstitial Ads to the rescue

Interstitial Ads To The Rescue!

This combined with the advent of video ads, means that we’re likely to see an increase in the use of interstitial ads as a way of dealing with banner blindness. Interstitial ads work especially well for advertisers looking to promote fast moving consumer goods, as well as games.

For example, a premiere hotel chain saw a 25x increase in video views when using interstitial ads. Also, a leading European casual game developer saw a 7x increase in conversions, by harnessing the power of interstitial ads.

Key Points

Numbers:

  • 25x Increase In Video Views
  • 7x Increase In Conversions
  • 7% Click Through Rate

Facts:

  • Eye-catching
  • Deals with banner blindness
  • Minimal UX impact

Interstitial Ads In Action

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Thanks to our easy to use advertiser platform, making the most of this creative, engaging ad format has never been easier. If you’re an existing Adcash partner, you can launch your ad campaign, by signing in here, and clicking CREATE CAMPAIGN.

Not already an Adcash partner? There’s never been a better time to join…

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A Word On Google’s Interstitial Ad Policy

There was a lot of chatter at the end of 2015 and early 2016 about Google viewing interstitial ads on pages as a negative mobile experience and thereby harming page ranks. There’s been a lot of confusion on this topic, but Google has since clarified their position: their policy only impacts app install interstitials, not ads.

Here’s a response Google provided to an article over at Marketing Land, on this very topic:

“We’re focused on improving the search experience for our users. In the case of app install interstitials, there are easy alternatives for promoting apps. In particular, there is a commonly accepted browser standard: Smart Banners on Safari (from Apple) and Native App Install Banners on Chrome. We’re encouraging webmasters to adhere to that accepted best practice.”

Want to share your interstitial ad success stories? Let us know in the comments down below!