As the online advertising industry shifts toward a system of better accountability and visibility, it’s becoming clear that high impact creative will be at the heart of the best digital ads of the future.
And publishers have the opportunity to lead the charge in redefining the world of display ads.
How? With custom ad formats.
Custom ad formats are the perfect way for publishers to stand out to advertisers and consumers, creating a better Online banner ads experience for users and brands alike.
Take a peek at the possibilities that custom ad formats open up for publishers!
Provide a better reader experience
Advertisers go where the readers are and readers go where quality experiences are. With consumers spending more time browsing content across multiple devices, they’ve become savvy about the platforms to avoid – sites with slow load times and intrusive ads that disrupt the user experience – and the platforms to visit again and again – sites with good content, well-designed layouts and minimal intrusions. By providing custom ad formats and high impact creative options, publishers enable advertisers to move away from disruptive ads in favor of advertising experiences that complement their content. The result? A seamless user experience where the reader can enjoy consuming their content while being exposed to authentic advertiser messaging.
Control your brand perception
It’s no secret: bad ads reflect poorly both on advertisers and the platforms that serve them up. Consumers don’t care if it was your advertisers’ choice to opt for pop-ups and screen takeovers with impossibly small ‘Close’ functions. They’ll punish your site by installing ad-blockers or simply taking their traffic elsewhere. Custom ads are the best digital ads for ensuring control of both content quality and safety on your platform. They’re also a great way to add your own subtle branding signals onto your platform. Custom ad templates enable you to create a unique, uniform look and feel across your site(s).
Attract more advertisers and budget
Advertisers are increasingly wary of opaque publisher contracts and a lack of visibility into how many people their ads are actually reaching. In addition to scalable advertising solutions, brands are demanding better proof of performance from their publishing partners. Custom ad formats give publishers the ability to build trust with advertisers, thanks to control over data and data reporting capabilities that are limited or impossible with third-party partner ads. While it may sound complex, publishers can work with a digital production agency to build a custom, high impact creative solution with easy-reporting features built in.
Stay ahead of the curve
Banner ads were all the rage when they first appeared on the scene. Then advertisers shifted their favor (and budgets) to native advertising, followed by programmatic. Now native is slowly losing steam, succumbing to commoditization and suspicious avoidance from increasingly savvy consumers. Programmatic isn’t faring much better, as wary advertisers pull back after multiple high-profile cases of brand campaigns appearing alongside controversial content. High impact creative and custom ad formats are the best digital ad options for advertisers and publishers to stand out. In addition to controlling the experience, they enable advertisers to be more inventive with campaigns, developing messaging that takes advantage of rich media and mobile capabilities.
Putting it into practice
Custom ad formats sound great in theory, but what about real-world execution? Building and supporting custom ad formats can be a resource-intensive process, which is why forward-thinking publishers tap digital production agencies to help them build and scale the high impact creative and custom banner design solutions they offer advertisers.
A good digital production agency enables publishers to focus on what matters most to their business, while building the best digital ads for advertisers. Check out our tips for choosing a good digital production partner.