You must have seen or even used
different ad formats that a beginner is yet to learn. In the world of
digital advertising, endless possibilities for publishers means you need
to catch up with the breakthroughs. As you take advantage of
advertisers’ lavish budget on, let’s start understanding the different
digital advertising types and hopefully gain some optimization insights
to maximize revenue.
Concept Ads
Its main goal is to drive brand awareness and trigger favorability
plus intent to purchase. These are ‘finished files’ that are
meticulously designed and produced and are rendered in a fixed manner.
This type of ad is specifically created to express creative idea and therefore should operate in a manner that is alive and well.
Most common examples of concept ads are the Full Page Flex and Billboard.
Optimization tip:
This type of ad can be served as a Sponsorship line item on Google DFP. Such line item type has the highest delivery priority. The Value CPM you
input is arbitrary. Target a 1×1 custom ad unit so the ad can adjust
and deliver according to how it is programmed. Ensure proper placement
implementation on your website to avoid problematic ads. This unit could
be a little spammy so check how it impacts user experience.
Full Page Flex ad on mobile sample:
Billboard ad sample:
Content Ads
The goal of Content Ads is to reinforce consumer understanding of a product. This type of digital advertising is usually of high quality content and is something users can engage with — read, like, share, comment, etc. Content
is usually delivered within a stream of content (e.g. Facebook) or is
displayed in a vertical ad format (e.g. Half page, Portrait ad).
Optimization tip:
You can run these units as Sponsorship or could also be Price Priority line item
on DFP, making it compete with other Price Priority line items. The
highest paying line item available will serve the impression at any
given time. The Frequency Cap is directly proportional to the Ad
Network’s fill rate. The right side rail above the fold is a good spot.
Consult your account manager on how to implement in-stream units. It
might be different for every ad network.
Half page sample:
In-stream ad sample:
Commerce Ads
While ensuring that the right products or offers are
rendered for every user, these ads are designed to get consumers to
purchase / sign up, etc. It is targeted in a way that when a user exits
an ecommerce site, he will be displayed with ads relevant to the products he previously looked at.
The modern ad technology has the ability to retarget and serve the right or relevant ads. As a marketer’s ability to create innovative commercial options continue to grow, this type of ad is foreseen to be important.
Optimization Tip:
It is important that your website is responsive so it adjusts according to device category. For instance, a 728×90 ad unit on tablet/desktop becomes 320×50 on mobile. This is done via device targeting on DFP. We would recommend running this as Price Priority line item. Experiment with placements where CTR is potentially high.
Example:
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