All companies have always needed advertising to promote their products or services. The Internet has served as a channel to facilitate the provision of our advertising to third parties, or vice versa, that are advertised on our website. In the beginning, it always appeared in the form of banners, but its effectiveness made them develop. The formats that can be found today are so many that it is normal and common to get lost a little about which one can be the most successful.
For that very reason, we are going to talk about the different and main advertising formats that we can find for our website. A brief review for each one of them exposing the advantages and disadvantages of each one. In this way, you yourself will be able to draw your own conclusions, and on which one you consider to be the most appropriate.
Page stealer
Currently, this type of banner is one of the most demanded formats what's up. Like the other formats, it has also been developed, providing solutions with more possibilities and creative. Its main advantage is that with almost any of its shapes and sizes they can be advertised on almost all web pages. Usually appear on the sides of the pages, without hampering the content on them. So it is much less invasive than other formats.
They tend to be square and rectangular, and there are different types of page stealers depending on the formats they want to integrate. Among the most used and generally accepted by the different web supports, we find the following:
- Medium Rectangle Page Robo. Its size is 300 x 250 pixels, with a weight of 30kb.
- Square Page Stealer. It is a 300 x 300 pixel square. Also with a weight of 30kb.
- Splitscreen page stealer. Elongated in size, 300 x 600 pixels. With the same weight of 30kb.
Each of these versions can also be found in expandable form.
interstitial
This type of banner appears in an intermediate process for users. Also called curtain, occupies the entire page where it is located. It appears for a certain time, although it may also have blades for its closure. For example, if a person wanted to enter Actualidadecommerce From Google, you click on the link, and just before entering, that whole banner that occupies the screen appears, that would be the interstitial ad.
Its use tends to go downward, because it is very invasive for users. It is not to anyone's liking, visiting a page or section even within the same website, and immediately see an advertisement that hides all the content. Why is it still being used? Because it is turn generates a great source of income. Forcing the user to go through the banner generates an impression.
Previously, when web loading times were slower, they still offered some entertainment to the user while waiting for the page to fully load. However, currently negatively influences user experience (UX). It prevents navigation, and hinders the speed and fluidity that is pursued.
Pop-ups
Similar to how the interstitial works, but appears within the web, when performing certain actions, and with smaller sizes. For example, by hovering the mouse over a word, image, or even in another type of advertisement.
This type of display ad is also considered invasive. In a way it can obscure and obstruct the content of the web. Pop-ups, also called "pop-up windows«, They are an effective advertisement, but in contrast create rejection by users. That is the explanation why certain browsers begin to give the possibility of blocking these windows because of how annoying they are.
Billboard
The billboard is a 970 x 250 pixel mega banner. It is the same width as the one that usually heads the websites, but with an extra height that makes it more visible. With regard to users, it manages to have a greater impact, and its task is not so much to look for the click but to generate an impression and the possibility that the user interacts with the banner.
Skin
Is customize the header, the background and / or the sides of the page with the same theme of the advertising campaign. It can include a video in the header or a dynamic format, and even the interstitial format. They are very effective, without being invasive, and do not tend to negatively influence the user experience. They are easy to carry (for users).
Pre-roll, mid-roll and post-roll
They are the ads that appear at the beginning of a video, in the middle, or at the end, respectively. Their differences are as follows:
- Preroll: They appear at the beginning of the videos. Depending on the campaign it can appear in video form or sometimes in image. Some must be reproduced completely, as long as they are not very long, and if they are longer they usually incorporate the skip button, «skip ad».
- mid-roll: They are the ads that appear in the middle of a video. They are usually in those long videos of more than 10 minutes. Mid-rolls would be the closest thing to television commercials.
- Post roll: The ads that finally appear at the end of the video. Unlike the others, they have to attract a lot of users' attention by providing extra value, especially because the content of the video ended.
Rich media
Unlike traditional display ads, rich media is Ads with advanced features such as sounds, videos, or items that attract the attention of users. In addition, an advantage they offer is that of accessing the different metrics on what type of interactions they have had with users. Since the times when it has been clicked, it has expanded, the video has been seen in its entirety, etc. Providing information on the success of the campaign.
This type of banners they are usually done in HTML5. It is one of the most successful formats, since according to studies, users tend to make up to 4 times more clicks on these than traditional banners. And if the video is very creative and eye-catching, the rate can increase up to 9 times.
Conclusions about advertising formats on the web
Advertising formats will continue to develop as technology and user demands change. Many of those described above did not exist in the beginning, which is easy to guess that new formats will continue to arrive. As new tastes, preferences and ways of interacting online emerge, we should be concerned that advertising stays in tune.
Some of those that today are considered "good" or "little invasive", could be affected by advertising improvements that can make them unpleasant, or susceptible to being frowned upon. Maintaining a good advertising format will help you maintain a good level of user satisfaction, and consequently, that traffic does not decrease due to them.