Publishers have more opportunities than ever before when it comes to selecting the right ad forms now, thanks to the rapid rise in digital ads. The duopoly’s rivalry has contributed to the evolution of the open web. As advertising money began to flow through closed systems such as Facebook, publishers found that they needed to deliver premium quality impressions rather than only banner spaces. But, how did we end up on sticky advertising in the first place?
Banner blindness, or ad viewability, was and continues to be a significant problem for publishers and bloggers. Ads can not be available to view for a variety of reasons, including slower ad loading, an ad appearing outside the web browser viewport, or readers clicking down rapidly after seeing the ad.
Sticky ads were created to improve ad viewability, and nearly all top and mid-market advertisers today sell them across all programmatic platforms. They are sold everywhere, from free auctions to PMPs.
Sticky advertisements are those that remain floating as a user browses the content on a website. It adheres to the viewfinder during the user’s experience on the website, as the name suggests. In other terms, independently of scroll width, sticky ads or Anchor Ads are still available to the customer.
Types of Sticky Ads
Sticky advertisements are broadly classified into four types:
Horizontal Ads with Sticky Banners: There are portrait-sized advertisements that remain on the sides of a website. These advertisements can be seen on either the top or side of a website.
Horizontal Sticky Advertisements: These are advertisements that are landscape-sized and sit at the top of a website.
Bottom Horizontal Sticky Ads: These advertisements are identical to horizontal advertisements. The only distinction is ad positioning. Bottom horizontal sticky advertisements, as the name suggests, are displayed at the bottom of a website, as opposed to horizontal ads, which are located at the top.
Why Do You Make Use of Sticky Ads?
Since sticky ads improve ad viewability and bounce rate, they help both the sell-side and the buy-side. Increased viewability and bounce rate positively translate into higher CPMs for your views.
- By default, it meets the minimum IAB and MRC ad viewability requirements – 50 percent of the ad innovative pixels are visible for one second.
- Sticky advertisements are unobtrusive. These advertisements are discreet and exclude the page material, in contrast to other formats that promise higher viewability, such as interstitial and pop-up advertisements.
- They will increase CPM numbers and boost the website domain’s overall viewability ranking.
How to Run Sticky Ads Using an Ad Platform?
The process of implementing these ads is very close to that of running most display ads. It is important to check with your ad network(s)/exchange(s)/SSP(s) before displaying any of your ads as sticky ads, as some networks do not support running anchor ads alongside their ads.
Thankfully, there are many ad networks available online, and one of the greatest is MediaFem. MediaFem, which was established over 13 years ago, remains relatively constant with the new trends in the advertisement industry. The publisher works with a network that provides operational transparency and monitoring on a regular basis. It is completely free to use their service based on their quality and reliability. Their business model is focused on revenue shares of 70% of publishers’ revenue and 30% of their profits.
Publishers can choose between bidding headers and the standard One Ad Code type for their implementations. MediaFem ad formats include video, mobile, audio, display, and native.
The first thing you need to do is install and activate the Fixed Widget (Sticky Widget) plugin (WordPress Plugin). After activating the plugin, go to Appearance » Widgets and click on the widget that you want to make sticky.
The plugin adds a Fixed Widget option in all of your widgets. Check the Fixed widget box and click on the Save button to store your changes.
You can now visit your live site and scroll down. Your fixed widget will now become a sticky floating widget.
Sticky Widget plugin comes with options to configure the positioning of the fixed widgets. Go to Appearance » Fixed Widget Options to configure the plugin. On this page you can set the margins, add your own HTML IDs and even disable the fixed widgets on phone and tablets.
Sticky floating sidebar widgets can be used to boost sign-ups, showcase content, and increase overall user loyalty. You can have multiple fixed widgets in a sidebar. However, these could easily get annoying and can have an adverse effect too. Keep a balance in your design, so you don’t frustrate your users.
Before implementing sticky ads, let’s take a look at the step by step implementation:
- Sign in to your MediaFem Account.
- Then, go to Ad Unit > Choose an Ad Format > Copy our Ads.txt on your website.
- Then, under the Sticky ads, select the ad inventory that will serve as either vertical or horizontal sticky ads on the website.
- At last, click Save.
Also published on Medium.