Floating Ad Through DSP
A floating ad (also called layer ad or overlay ad) is a special type of ad that flows/slides into the main page using animation. You can set the ad position on the main page. The user can click on a Close button to make it disappear.
Problems that are being solved
Vieawability on sites: Floating ad by its nature can only be served on sites. Most of the time sites deliver maximum of 40%-50% viewability. While the average viewability of floating button seeks over 78%. In some markets viewability can reach up to 95%. With a higher viewability on site, naturally brands and agencies can expect better visibility. So for FMCG, Auto brands where viewability is key this is a great solution when it comes to better brand awareness, viewability, ad recall.
User interaction: As floating button is a unique and innovative solution users tend to show interest. On average CTR for floating button seeks around 1.62%, while in some markets it reached over 5%. Most of the time it is hard to get high CTR combined with sites. Floating button enables opportunity for various business to not only advertise on local sites, but to get a good CTR.
Brand recall/brand awareness through custom ads: Flaoting button doesn't have limits when it comes to creative development. Ads can be customised for a particular brand https://dsp.eskimi.com/campaign/DF3ptlrt.
Making floating ad more customised to your brand or goal will help the brand reach better brand awareness and brand recall.
For a simple floating banner, the solution client needs to share 150x125 .jpg, .gif image, or up to 4 different images.
Eskimi DSP developed a technology where it is possible to target top frame which will allow targeting placements that are not limited to frame (iframe, safe frame, etc). Through this targeting, the floating button can be properly served even on open RTB. In simple terms, the system is looking for a topframe=1 signal in the bid. It will be on the bid that has this signal. Top frame targeting is enabled by adops.
Additionally, we do not need to open any traffic. As the buying is happening through Open RTB.
With the limited amount of exchanges that allow floating ad, sites where ads will be served will be limited as well. So we strongly recommend to not use whitelists/blacklists or create them based on floating ad testings. Due to limited traffic it is necessary to accurately plan and discuss possible limitations with other team members.
Viewabily Tracking Limitations
- User has to see the ad for least 1 second, so during the time user can change the page.
- We have validation for viewability.
- Other ads can hide the button.
- Safeframe placements also hurts viewability. With SafeFrame ad code and tracking scripts are loaded, impression is bought, but SafeFrame prevents it from being showed. So the user, as it protects the frame
- Local issues with users browser ( JS cache, browser/device lag )
- Slow internet, can cause a dip in viewability ( scripts loading too long )
|Allowed Through OpenRTB if the country regulation permits it||Allowed Through OpenRTB if the country regulation permits it|
As floating ad goes out of the usual ad frame it is necessary to understand what is the sensitivity of the primary exchanges towards the ad. Here are the ways how floating ad can be executed on different exchanges.
|OpenRTB||Not allowed.||Has a global safeframe solution. Not possible through PMPs||OpenRTB||OpenRTB -Only static. Floatings that explode cannot be used.||Not yet defined||Not allowed. Only with agreed publishers||OpenRTB|