Which Format Is Best For Your Campaign?

Banner Ads

What it is:

A banner ad appears on a website in the form of a rectangular or square graphic display. Banner ads are usually placed at the top, the bottom, or on the sides of a website and can be static or animated.

Why you should consider it:

Banner ads provide a good way to drive traffic to a website and increase brand awareness. In fact, they are one of the best formats for maximizing website traffic. This format also allows you to target specific audiences based on demographics, interests, online behaviors, and more.

Performance results:

• 1.25% click rate

_{Source: Equativ – March 2023}

In-Stream Video Ads

What it is:

In-stream video ads are a type of video ad that appears before, during, or after the main video content on a website or within a mobile app. The ad is delivered within the player and are typically between 15 and 30 seconds long.

Why you should consider it:

Advertisers can provide the option to let users skip the content or not. Because they generate a high CPM while being user-friendly, in-stream video ads tend to be a favorite ad format.

Performance results:

• 74.19% completion rate
• 65% CTR

_{Source: Equativ – March 2023}

Native Ads

What it is:

Native ads are built to look like the content the user is consuming. This non-intrusive format allows you to increase your revenue while improving user experience and we’re happy to announce we can now monetize it.

Why you should consider it:

Adding native format ads will boost the CTR of your inventory in order to be bought by all major DSPs in the market.

Performance results:

• 8.8x higher CTR v. display ads
• 3.5x CPM from MoM

_{Sources: IAB Europe, Equativ – March 2023}

Rewarded Video Ads

What it is:

Rewarded video ads are ads with an optional end card (HTML layer) displayed at the end of video playback. The end card can be dismissed and clicked. As it is the most favored format by gamers who wish to remain focused on making in-game progress, it can be a powerful option for advertisers and publishers.

Why you should consider it:

This format allows publishers to make the most of their gaming inventory and increase user retention and revenue by maximizing the value of this special inventory.

Performance results:

• +3x eCPM price v. non-rewarded video
• +58% impressions with rewarded video v. other video ad types

_{Source: Equativ – March 2023}

Video Header Ads

What it is:

We recently launched an exclusive video header format, which can be stretched and pinned to the top of the page. This format addresses advertiser demands for increased visibility and ad completion rates. The video-header creative template displays an out-stream video ad as a header banner. When the user scrolls, it displays the video “sticky to the top.”

Why you should consider it:

This creative template is designed for mobile devices (mobile web). While it does work on desktop devices, it’s not recommended for these. This ad format is also available for RTB+ (creative template name: “RTB+ Video-Header”). With the RTB+ version, the creatives section below does not apply.

The video header format reconciles the search for performance with ease of use.

Performance results:

• Up to 3x higher CPM v. display banner ads
• €2.24 avg. eCPM as of April 2023

_{Sources: IAB France, Equativ – March 2023}

Sitebar Ads

What it is:

The sitebar ad format uses all the space on the right side of a page next to the content in order to be highly visible. When the user scrolls, the format stays viewable for maximum impact. The automatic refresh system enables multiple ad delivery in one impression.

Why you should consider it:

The sitebar ad format allows publishers to increase inventory monetization with a 100% ad unit. See documentation.

Performance results:

• 100% viewability
• User-friendly – doesn’t disturb content reading

_{Source: Equativ – March 2023}

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