Which Ad Formats Deliver the Best Results for Specific Publishers?

Display Ads are the oldest and most popular type of online advertising. They are characterized by a graphic form designed to be posted on any web portals.This ad format fits almost to any type of website and is being used commonly by a wide range of publishers: News websites, e-commerce, educational entertainment sites, blogs, tool services etc. The only exception would be gaming services.

Another format I would like to mention is Instream Ads, where an ad is being played either before (pre-roll), during (mid-roll), or after (post-roll) the publisher’s video content. Such format is suitable for websites with their own video content. In case of instream the content is crucial because without it the use of this format becomes impossible. This type of advertisement is effectively used by news portals, blogs, gaming services, entertainment (VOD) and vortals.

There is another video ad format that does not require its own video content. This format is called Outstream Ads – a detached advertising spot.

The best description of the new ad units comes from the AppNexus team:

An ‘Outstream’ video ad unit, also commonly referred to as ‘In-read’ or ‘Native Video’, is a new video advertising unit that autoplays in a large format player whenever a user navigates to it within text content (typically an article), even if the publisher doesn’t have their own video content. It’s called outstream because the video ad exists outside of online video content.

Source: AppNexus

Another common ad format is Native Ads, also known as a “black horse” of online advertising. Such advertising is not broadcasted in a special row of banners or in a specially prepared advertising block. It is an integral part of the whole website. Most often it is an unobtrusive ad which ideally suits stylistically and thematically wise.

Such type of advertising almost perfectly suits the visual appearance of news websites, entertainment portals, vortals and alike web pages where you can find a list of articles or a “recommended to read” section.

In-image Ads format is relatively new on the advertising market. In-Image Ads are based on technology of picture recognition. It uses algorithms that recognize objects and allows the classification, identification and interpretation of the images in the images. This gives advertisers the ability to target ads on specific images or objects in photos on publishers ‘ websites, taking into account the context of the entire photo and the Article itself.

Thematic blogs, vortals and entertainment portals have the possibility to use this type of format effectively. In this case the crucial element would be the content in the image. The AI mechanism conformably recognizes and adjusts the ad by placing it right at the bottom of the photo in a separate bar.

And the last one format of advertising which it is worth to mention is Richmedia. This type of advertising is not such popular as simple display ads due to the specificity of implementation. Richmedia are such online advertising creations that encourage user to interact, so they are not perceived as intrusive ads.

It can be a video, online game, photo gallery etc. As a result, this format is more engaging, visible and generally have a higher impact than standard methods of advertising. In the most cases Richmedia is not a programmatic format due to complicated setup and advanced functionality, but it’s still suitable to many types of websites. Feature of Richmedia is that the realization of this format depends on creativity and technological possibilities of creators. That why almost for any type of website is possible to create appropriate Richmedia ad.