Sticky Ads

Header, Footer, Sidebar, Full Screen ads

Everything You Need To Know About Sticky Ads

Sticky ads are exactly what it says on the tin: Ads that stick to user’s screen even when users scroll the page in any direction.

Issue that they solve

In the times of bot traffic, ad fraud, and ad block, precious few ads make their way to real people who promptly scroll through the page – looking for something that catches their interest. The rise in digital advertising has provided publishers with a plethora of ad formats that can help in combating these issues.

Advertisers want conversions, and their ads are useless if there’s no one around to see them. For this reason, most advertisers would gladly pay a premium for impressions with a high viewability rate.

There’s also the case of banner blindness which is a matter of concern for both publishers and advertisers. Here’s an expert roundup for publishers we did on reducing banner blindness.

Optimizing for viewability—without jeopardizing user experience can be tricky, but sticky ads walk that fine line with ease.


Types of Sticky Ads

Normally, there are two types of sticky ads: Horizontal and Vertical. Here’s what they look like and where their location generally is:

Horizontal: These ads are present at the top or the bottom of the webpage. They generally spread from one end to the other end of the screen in a landscape manner.

Vertical: Contrary to the landscape size of horizontal sticky ads, vertical ones are portrait-sized and exist on the sides of the webpage.


What the Metrics Say About Their Performance

They perform significantly better than standard display ads, for several reasons.

Now that ads are practically white noise to the online population (read: Banner Blindness), getting views and intentional clicks on ads, clicks that drive sales/conversions for advertisers and raise your traffic’s value on their graph – is a monumental task.

In the face of users’ complete indifference, well-implemented sticky ads refuse to be scrolled past and forgotten; and they do all this without being overly intrusive.


Pros and Cons of Sticky Ads 

Like other ad formats, sticky ads have both pros and cons attached to them. While they are majorly preferred by both publishers and advertisers, they come with their own set of disadvantages. We’ve covered major ones below:

Pros 

Cons


How to Target Sticky Ads on Eskimi?

To successfully target sticky ad inventory you should select ad placement position. You should navigate accordingly:

1. Start to set-up the campaign or edit already created campaign.

2. Navigate to Optimisations, deals & packages section.

3. Expand Ad Placement position. 

4. Choose the relevant placement under the dropdown. You can choose more than one placement depending on your business case. 

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More information about monthly ad impressions, sites/apps you will find on traffic discovery: https://dsp.eskimi.com/admin?function=trafficDiscovery


Limitations

Sticky ads won't be available on all DSP sites and apps. Traffic for these placements will be limited. Therefore, always check traffic discovery. 

Traffic for these placements will be limited. 

Header (Sticky Ads)

A sticky ad is an ad unit which stays visible on the page while the user scrolls through the content of your page. Sticky ads are a non-intrusive format that can be very effective to increase CTR and your Active View metrics.

Header sticky ads are present at the top of the webpage. They generally spread from one end to the other end of the screen in a landscape manner.

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Header sticky ads mostly consists of these ad sizes. Indicating that creative size will be rather small. Therefore, it is essential to fit the information to the banner so it would be well visible.  

Creative Size Impressions
320x50 84,912,419
300x250 15,330,892
728x90 14,716,507
300x50 11,764,899
320x100 1,338,140

Additionally, almost 70% of all Header sticky ad traffic comes from apps. 

Types Impressions
App 90,242,763
Site 39,314,299

While, when it comes to countries these are the leading markets with the most traffic for header sticky ad.

Country Impressions
Indonesia 37,644,822
South Africa 13,594,676
Brazil 10,513,735
United Arab Emirates 6,005,646
Jamaica 5,393,127
Thailand 4,456,940
United States 4,422,286
Malaysia 3,764,192
Russian Federation 3,491,415
Nigeria 3,487,674
Georgia 3,409,117
Canada 2,923,852
Kenya 2,452,110
Australia 2,221,265
Armenia 1,664,195
Ghana 1,517,050
Romania 1,401,335
Bangladesh 1,376,131
Vietnam 1,030,511
Sri Lanka 953,642
Global 129,557,062

Without any optimization results for Header sticky ads might be:

Country Viewability CTR
Nigeria 62.01% 0.16%
Kazakhstan 74.07% 0.49%
Kenya 59.02% 0.26%
Indonesia 83.05% 2.27%
Bangladesh 88.93% 4.19%
Total: 75.02% 1.83%

Where the split between apps and sites was rather similar. 

Apps Sites
58.68% 41.32%

Footer (Sticky Ads)

A sticky ad is an ad unit which stays visible on the page while the user scrolls through the content of your page. Sticky ads are a non-intrusive format that can be very effective to increase CTR and your Active View metrics.

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Footer sticky ads mostly consists of these ad sizes. Indicating that creative size will be rather small. Therefore, it is essential to fit the information to the banner so it would be well visible.  

Creative Size Impressions
320x50 595,236,964
300x250 175,641,606
300x50 113,459,929
320x100 107,423,631
728x90 67,648,701
300x100 53,788,083
250x250 24,159,372
336x280 16,187,811
120x600 14,937,884
320x480 10,795,127
970x90 9,455,822
300x600 9,376,698
468x60 5,289,943
728x40 3,436,014
200x200 2,565,934
160x600 2,551,965

Additionally, almost 84% of all Footer sticky ad traffic comes from sites. 

Types Impressions
Site 1,032,856,166
App

190,469,961

While, when it comes to countries these are the leading markets with the most traffic for Footer sticky ad.

Country Impressions
South Africa 311,413,043
Indonesia 149,453,649
Serbia 144,079,956
Nigeria 102,937,638
Latvia 78,213,702
Bangladesh 41,432,005
Kenya 35,548,890
Japan 19,843,346
Thailand 18,588,615
Ghana 18,200,852
Brazil 17,927,013
South Korea 16,374,853
Cambodia 14,039,755
Israel 12,866,074
India 11,770,827
Turkey 11,482,200
Spain 11,340,955
Malaysia 11,239,907
Australia 10,963,189
Angola 9,288,849
Global
1,223,326,127

With default optimisation Footer ads may deliver these kind of results: 

Country Viewability CTR
Nigeria 77.00% 0.16%
Kazakhstan 80.46% 0.39%
Kenya 83.06% 0.13%
Indonesia 78.84% 0.23%
Bangladesh 87.32% 0.12%
Total: 81.54% 0.21%

Where the split between apps and sites was rather similar. 

Apps Sites
52.78% 47.22%

Sidebar (Sticky Ads)

A sticky ad is an ad unit which stays visible on the page while the user scrolls through the content of your page. Sticky ads are a non-intrusive format that can be very effective to increase CTR and your Active View metrics.

Sidebar sticky ads contrary to the landscape size of horizontal sticky ads, vertical ones are portrait-sized and exist on the sides of the webpage.

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Sidebar sticky ads mostly consists of these ad sizes. Indicating that creative size will be rather small. Therefore, it is essential to fit the information to the banner so it would be well visible.  

Creative Size Impressions
320x50 878,588,743
300x250 447,936,818
300x50 125,748,099
320x100 109,986,378
120x600 86,401,726
300x100 82,902,714
728x90 80,623,027
250x250 70,157,859
160x600 66,512,232
300x600 49,660,600
336x280 37,290,889
234x60 30,786,546
200x200 29,395,316
160x90 16,450,358
240x400 15,631,884
970x250 13,287,764

Additionally, almost 99% of all Sidebar sticky ad traffic comes from sites. 

Types Impressions
Site 2,216,119,289
App 941,154

While, when it comes to countries these are the leading markets with the most traffic for sidebar sticky ad.

Country Impressions
India 688,388,775
South Africa 300,994,061
Nigeria 286,324,743
Israel 111,919,042
Kenya 97,584,306
Ghana 74,210,105
Russian Federation 71,967,234
Japan 58,555,597
Malaysia 45,506,242
Bangladesh 38,867,995
Georgia 27,731,901
Indonesia 21,601,741
Slovenia 20,106,944
Tanzania 18,299,467
Turkey 18,008,583
Australia 17,173,808
Cameroon 16,517,667
Romania 16,514,997
Zambia 14,749,561
Poland 14,745,105
Global 2,217,060,443

With default optimisation Sidebar ads may deliver these kind of results: 

Country Viewability CTR
Nigeria 60.41% 0.14%
Kazakhstan 77.75% 0.42%
Kenya 62.74% 0.11%
Indonesia 67.64% 0.06%
Bangladesh 58.40% 0.12%
Total: 64.68% 0.14%

Sites were dominating when it came down to placement comparison.

Apps Sites
8.86% 91.14%

Full Screen

Full-screen ads that cover the interface of their host app or site. These ads appear between content, so they place at natural transition points or breaks, such as in between activities or game levels. Their full-coverage is what differentiates them from other ad types, like pop-up, native, and banner ads.

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Why prefer Interstitial ads:

Full Screen ads mostly consists of these ad sizes. Indicating that creative size will be large. Therefore, there is more space to share your message. 

Creative Size Impressions
320x480 37,449,043,850
480x320 3,328,270,323
768x1024 524,727,237
1024x768 158,021,896
720x1280 138,618,425

While when it comes to banner and video split for full screen ads, video takes the lead. Over 50% of all possible ad impressions are video ads. 

Creative Type Impressions
Video 22,016,059,674
Banner 19,610,650,876

Additionally, over 90% of all Full Screen ad traffic comes from apps. 

Types Impressions
App 41,608,923,201
Site 17,787,349

While, when it comes to countries these are the leading markets with the most traffic for Full Screen  ad.

Country Impressions
India 9,241,284,965
Indonesia 6,272,050,526
Philippines 3,907,130,477
Japan 3,253,082,857
South Korea 2,458,822,998
Ukraine 1,567,795,346
Bangladesh 1,550,722,932
Vietnam 1,500,487,479
Thailand 1,329,995,310
Malaysia 1,280,880,294
South Africa 1,018,355,166
Nigeria 981,184,264
Australia 799,043,298
Kazakhstan 671,379,040
United Arab Emirates 483,921,886
Saudi Arabia 393,945,262
Azerbaijan 390,343,624
Belarus 377,894,809
Ghana 314,179,732
Nepal 300,340,792
Global 42,973,062,771
Country Viewability CTR
Nigeria 83.06% 2.58%
Kazakhstan 88.88% 2.87%
Kenya 73.44% 2.88%
Indonesia 85.81% 3.67%
Bangladesh 87.91% 6.00%
Total: 82.10% 3.41%

Apps were dominating when it came down to placement performance. 

Apps Sites
99.58% 0.42%