Ad Formats: How Effective Are They?

Ever browse through different web pages and notice how different each site uses ads? Some sites have their pages full of various forms of ads, while others have very minimal. How effective are these ads in reaching consumers and why do some sites have more ads than others? There are many formats for online displays and ads, and the Interactive Advertising Bureau (IAB) sets guidelines and standards that companies must follow when placing ads. It is as specific as setting dimensions for pop-ups, banners, skyscrapers, and much more. In order for ads to be successful, they must allow the consumer to interact. However, a very common theme before designing your ad is getting to know your audience. Understanding who your audience is and how they interact with your site is very important in delivering effective ads. Some of my favorite companies use what is called mobile rising stars. These are formats, introduced by IAB, that were developed by major advertising platform owners and advertising networks (Roberts & Zahay, 2013). These formats include: billboards; filmstrips; portraits; pushdowns; sidekicks; and sliders. These formats allow companies to be more creative and provide more interaction. The Disney website is a great example of how these ad formats are used. Their web page provides me with the same content whether I am looking at it through my laptop or my mobile device. They have incorporated filmstrips, which are scrollable horizontal ads, and their full page accommodates both landscape or portrait orientation. Disney has also made good use of incorporating short videos on their site and they all conform to IAB guidelines. Another great example is NYX Cosmetics. They also provide filmstrip ads and full page. The only thing they do not have are videos on their site, but their site is the same whether I am looking at it from my laptop or my mobile device. On the contrary, DSW can improve on their mobile site. Their online site gives me a wide banner and many rectangular ads; however, when I browse their site through my mobile device, all I get is a search and a drop down menu with categories. They do not have interactive or creative ads. Ads are very important because they draw us, the consumer, in. Whether it is something I was already searching for or something that simply drives my attention because it was placed in front of me, creative and interacting ads are necessary.

Roberts, M.L. & Zahay, D. (2013). Internet marketing: Integrating online and offline strategies. Mason, OH: Cengage Learning.