Publishers are constantly exploring ways to improve their ad revenue, whether through trying out new formats, arranging additional ad spots, or joining a new network. Similarly, advertisers are always looking for opportunities to project their products or brands in front of the target audience. Leaderboard ads have always been a popular choice for brands and publishers for ad placement. This format has been upgraded with a new feature, naming it sticky leaderboard ads.
The sticky leaderboard unfurls several new opportunities for both advertisers and publishers. If you want to have a detailed view of these opportunities, then it is better to consult with the top mobile app development companies in India. It offers all the benefits of traditional leaderboards but with limited cons and a high number of pros. In this blog, we will cover:
- What are a leaderboard and a sticky leaderboard?
- The advantages of using a sticky leaderboard.
- How publishers can enhance their revenue with a sticky leaderboard format.
What is a Leaderboard Ad?
Also known as horizontal banner ads, these are rectangularly shaped ads, typically measuring around 728px wide by 90px tall. This particular size gives advertisers a lot of space for their creatives, while the prominent position of the spot ensures their high visibility. Publishers also benefit because these ads don’t interfere with the overall page content and are less disruptive, enhancing the user experience.
The leaderboard ad is considered a high-performance format since it is placed above-the-fold (ATF). It means it is one of the first ads a user might see when visiting a publisher’s website, contributing to their high demand.
What is a Sticky Leaderboard Ad?
Just like a standard leaderboard ad, a sticky leaderboard is a horizontal banner ad that sticks at the top or bottom of the user’s viewport. So, when a user scrolls up or down, the banner ad will scroll with them. These notable benefits not only enhance their efficacy, but they can also put your search for the best ways to optimise your website to an end. As a brief summary, some of the most important benefits include:
- Higher viewability rate
- Excellent placement for direct and premium deals.
- Higher click-through rates.
- Less intrusive in comparison to the traditional leaderboard or banner ads.
- Ace performance on mobile devices.
If you are interested to find out whether the sticky leaderboard is a good option for your website or not, you can consult with Readwhere.
The Advantages of a Sticky Leaderboard Ad
Sticky leaderboards come with several benefits. However, we have noted the three most prominent benefits below, explaining why these ads are an excellent choice for publishers.
High Viewability Rate
A banner or leaderboard ad is prominently displayed at the top of your site, consuming the premium ad space, but its high position can act as a double-edged sword. When users scroll down to view the content, the leaderboard ad can quickly pass from sight, reducing its viewability. However, a sticky leaderboard ad will remain visible as the user scrolls through the content, enhancing their viewability and optimal bids from advertisers.
Better User Experience
With the rising emphasis on user experience, ad placement and intrusiveness have become more crucial than ever. Publishers who aren’t accustomed to sticky leaderboard ads often consider them disruptive. If placed correctly, such as at the bottom of the viewport, these ads are less intrusive than banner and normal leaderboard ads.
Additionally, traditional leaderboard ads can negatively impact Core Web Vitals metrics due to their prominent placement. A sticky leaderboard doesn’t affect these metrics. So, in short, this ad format provides a better user experience and doesn’t even hamper crucial metrics.
Improved click-through rate
Leaderboard banner ads are long but not high, making them less intrusive than other large formats such as billboards.
However, the small size gives the impression that it can’t compete in terms of click-through rates (CTR) because a bigger ad in a prominent position is more likely to get the user’s attention. Some reports have shown that an optimally placed sticky leaderboard ad can get the same or even better click-through rates than larger ad formats.
Future-proofing sticky leaderboard ads with contextual ads
There is no denying that sticky leaderboard ads hold multiple benefits for publishers. However, with the depreciating third-party cookies, you may be wondering whether your ad tech solution will be “future-proof” or not. Contextual ads are growing in popularity due to their high efficiency, compliance, and non-intrusive appearance. It is also considered an excellent alternative approach to personalising advertisements.
Conclusion
Leaderboard and banner ads have been in the industry for several years, contributing to widespread use. However, publishers can benefit from an effective, non-intrusive ad format with sticky leaderboards. They are a must for any publisher who wants a reliable source of ad revenue.
