{"id":17758,"date":"2019-09-10T14:20:05","date_gmt":"2019-09-10T12:20:05","guid":{"rendered":"https:\/\/yieldbird.com\/?p=17758"},"modified":"2024-07-22T19:27:14","modified_gmt":"2024-07-22T17:27:14","slug":"best-practices-in-website-ad-structure-design-part-2","status":"publish","type":"post","link":"https:\/\/yieldbird.com\/research-hub\/best-practices-in-website-ad-structure-design-part-2\/","title":{"rendered":"Best Practices in Website Ad Structure Design – Part 2\/2"},"content":{"rendered":"\n

In addition to the layout on a website, an ad structure\ncan be optimized through the sizes and types of the served designs. There are\nstandards and rules that will direct you towards the best solutions<\/strong><\/a>, but\nsometimes it\u2019s good to look into the aspect of regionalism too. Also, the\nquestion arises: are all sizes and types of ads received equally well by users?\n<\/p>\n\n\n\n

What exactly is the standard?<\/strong><\/h2>\n\n\n\n


When talking about standards on the Internet market, it\u2019s impossible not to mention the IAB (Interactive Advertising Bureau), which is an organization that brings together entities of the interactive market<\/strong><\/a>. It includes over 650 of the largest media and technology companies that deal in the broadly-defined Internet marketing. <\/p>\n\n\n\n

One of the IAB\u2019s objectives is to create quality standards that affect many aspects of online advertising, such as SEO and behavioral ads. As far as the display is concerned, it is worth reading this article<\/strong><\/a>, it will give you recommendations and tips on advertisements from a wide range of environments such as websites, applications, and social media. The latter environment offers a lot of new technologies collectively referred to as New Media. <\/p>\n\n\n\n

Modern forms of advertising include virtual and augmented reality, as well as emoji ads (customized emoticons) and 360o<\/sup> photos. From our point of view, in the case of typical websites, display ads are the most important. The IAB has created a standardized list of sizes and rules for designs, which are supposed to provide the best possible<\/strong><\/a> UX.<\/p>\n\n\n\n

The most hated advertising techniques<\/strong><\/h2>\n\n\n\n


Before proceeding to the main topic, it is important to analyze how users react to ads. Based on the article \u201cThe most hated online advertising techniques\u201d by Nielsen Norman Group<\/strong><\/a> and the survey they conducted, we can distinguish groups of those better or worse received. The answer can sometimes be surprising. <\/p>\n\n\n\n

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This graph<\/strong><\/a>\nshould be interpreted as follows: it uses a scale of 1\u20137, where 1 means a\npositive impression, and 7 \u2013 a negative one. <\/p>\n\n\n\n

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As you can see, when it comes to desktop ads, the most hated ones include modal ads, autoplay video ads, ads that reorganize the content of the page after being loaded, and links that seem to be part of the content but, in reality, are ads. Modal ads can be understood as pop-up ads that obscure the content of the page until they are closed by the user. <\/p>\n\n\n\n

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A\ngraph from the same article, but for mobile devices. Modal and intracontent ads\nrank high on both lists.<\/p>\n\n\n\n

In the mobile environment, all ads are\nreceived rather negatively, with the exception of recommended links.\nSurprisingly, \u201cpersistent banner, bottom\u201d, i.e. a banner stuck to the bottom\nedge of the screen, is received better than a banner along the top edge.\nPractically all of the types have been rated more severely than those on\ndesktop computers. <\/p>\n\n\n\n

We may now return to the original topic \u2013\nlet\u2019s take a closer look at the most popular formats from the GAM network. <\/p>\n\n\n\n

Best ad sizes for desktop<\/strong><\/h2>\n\n\n\n


There is a great variety of ad sizes for desktop, which allows a good fit for almost every layout. When choosing from among them, you must consider their popularity in your network. Looking at the figure below, you can see the percentage shares of individual sizes among all the views.<\/p>\n\n\n\n

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This figure from match2one.com<\/strong><\/a> shows what sizes appeared most frequently in the network that they examined. Using only these five sizes, you would be able to cover 83% of the inventory.  <\/p>\n\n\n\n

We can say \u2013 without any doubt \u2013 that rectangle 300×250 has a clear advantage over the rest, accounting for nearly half of all the views. Its important feature is its versatility \u2013 it can be used not only on a desktop computer but also on mobile devices and applications. <\/p>\n\n\n\n

To the above list, we could add the 336×280 size that was distinguished in Google\u2019s Guide to ad sizes<\/strong><\/a>. It\u2019s called a large rectangle and fits both desktop and mobile environments.<\/p>\n\n\n\n

Summing up, when choosing sizes of designs\nfor the desktop, try to use as many sizes as possible:<\/p>\n\n\n\n