In the last few days, I saw a lot of interesting display advertising campaigns, sharing their drop of creativity that also drives results. Exactly. And guess what? they used banner ads. Also, whether we’re talking about social media or content marketing, if you want to be in front of the right people, at the right time in the right place, your choice should be paid ads.
A lot of marketers, advertisers, publishers and even designers are struggling with the limitation of the rectangle, inserting a lot of information and trying to make it through the banner blindness.
IAB is involved in educating marketers and media companies about the importance and the value of interactive advertising, recommending ad units and standards, and they also make available critical research on the subject. According to IAB, the Rising Stars ads attracted gaze at a 63% higher rate than traditional UAP ads and had 5 times longer total gaze duration. Also, these ads were more engaging and persuasive. Why? Because they’re a different kind of ads compared to what you already see on the internet so the user gets curious about this new format of content.
But the most interesting thing we should look at it is that about 65% of the respondents think that these Display Rising Stars ads offer more personality to the brand, 64% believe they get them to engage more, 60% give the consumer more control, 60% think they find out more information from these ads, and 58% believe that they are more attractive and entertaining.
Billboard - This is a brand-centric format that performs well only when it’s placed in a premium position on the top of the web-page or above the main content of the page.
Filmstrip - Filmstrip may know it as “Half Page”. This display ad offers a larger space for advertisers to promote their message across and can mean an increased user engagement. Google said that 300×600 is one of the fastest growing sizes judging by impressions. Also, it’s recognized by the publishers that it offers a more visual message, a feature preferred by many brands.
Portrait - This ad is a brand-centric format that performs very good when placed in a non-intrusively manner, alongside content on the left or right side of the page. We always recommend our users to try not cover the content of the ad and also think about their customers’ experience on their websites. If the customers are happy, then our user is also happy.
References:
1. Mobile Rising Stars Ad Units. (n.d.). Retrieved February 04, 2017, from https://www.iab.com/guidelines/mobile-rising-stars-ad-units/
2. Rich Media Guidance. (n.d.). Retrieved February 04, 2017, from https://www.iab.com/guidelines/rich-media-guidance/
3. Canfield, D. (2017, February 04). Here's how countries around the world are mocking Donald Trump. Retrieved February 04, 2017, from http://www.businessinsider.com/how-countries-around-the-world-are-mocking-donald-trump-2017-2?utm_content=buffer69f7e&utm_medium=social&utm_source=facebook.com&utm_campaign=buffer%2F#portugal-5
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