In today’s digital world, we are all used to advertisements popping up on our screens while browsing the internet. However, there is a new type of ad that is gaining popularity, and it’s called a sticky ad.
What is a Sticky Ad?
Sticky ads are a type of online advertisement that remains visible on a webpage, even as the user scrolls up or down. They typically appear as a banner or video ad that sits at the top or bottom of the screen, similar to display ads. The ads will stay put as the user navigates the webpage. The goal behind sticky ads is to keep the ad visible on-screen for longer, increasing the chances of the user clicking on it.
Why are sticky ads on the rise?
The answer is simple… viewability. Viewability is a metric used in the advertising industry to measure the percentage of ads that are actually seen by the user. Sticky ads improve the viewability of an ad by keeping it on-screen for longer, even as the user scrolls through the page. This is especially beneficial for mobile devices, where users tend to scroll quickly through content. Q1 2015 indicated that only 31.16% of internet traffic was originating from mobile devices; by March 2023, this figure had climbed up to 60.67%. This represents a noteworthy jump of 75% over the past 8 years and shows how quickly the use of mobile technology has advanced.
Sticky ads are also an effective way for publishers to monetize their content. By keeping the ad on-screen for longer, they can also generate higher revenues compared to traditional ads that might only be seen for a few seconds.
However, like any form of advertising, there are risks and downsides to using sticky ads. For one, they can be viewed as intrusive and annoying by users, who may be trying to read or consume content on the webpage. Sticky ads can also slow down page loading times, which can negatively impact the user experience.
Additionally, ad blockers are becoming increasingly popular, with many users opting to block online ads altogether. While sticky ads might be viewed as a way around ad blockers, users who are frustrated by intrusive ads may simply choose to leave the site altogether.
Guidelines for Sticky Ads:
1. Ensure that the ad is clearly distinguishable from the website’s content.
2. Make sure the ad does not cover essential content or navigation elements.
3. Limit the number of sticky ads on a page to avoid overwhelming the user.
4. Set a reasonable duration for the ad to stick before it disappears or becomes unobtrusive.
5. Comply with applicable regulatory guidelines, such as those by the FTC or GDPR, when using user data for ad targeting purposes.
Drawbacks of Sticky Ads:
1. These ads may annoy some users and affect their overall user experience.
2. Ad-blocking software may block sticky ads, limiting their reach to users.
3. Sticky ads may negatively affect website load times and affect page performance, especially on mobile devices.
4. Advertisers may pay a premium for this type of ad, which may not always result in better engagement or ROI.
5. Some users may perceive sticky ads as intrusive or interruptive, leading to a negative brand image.
Sticky ads are quickly becoming a popular form of online advertising, offering several benefits for publishers. These ads have a proven track record of increasing visibility and driving higher profits. While there are potential drawbacks, advertisers and publishers can successfully navigate them by carefully considering the best way to implement these ads. Successful utilization of sticky ads means finding the perfect balance between their effectiveness and their impact on user experience.
To find out more, get in touch with our advertising team today on 01782 524600
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