scott raynor, data-driven explainer
Post on 10-Apr-2017
Embed Size (px)
AdRollAdRoll helps over 20,000 clients worldwide do more with visitor data. Follow us for tips on performan...Jun 27 6 min read
3 Charts That Explain the Relationship BetweenAd Sizes and Your Campaigns Performanceby Scott Raynor on Jun 27, 2016
Ad sizes dont make for gripping water-cooler talk even at AdRoll butthey have a tremendous impact on the performance and reach of all displayadvertising campaigns. Over the last few years, weve changed ourrecommended ad sizes to encourage a bundle that best balances reach andperformance.
But how did we arrive at this mix? And why does it keep changing?
In short, because ad unit sizes impact and influence audiences differently,and their availability rises and falls with our understanding of how well theyperform R.I.P. the 46860. For a more detailed answer, weve pickedapart data from our network of more than 25,000 advertisers to explore howour recommended ad sizes perform.
A note on automatic performance tuning
AdRoll recommends our advertisers upload multiple versions of each of oursix recommended ad sizes, as it allows our ad placement algorithm to testand prioritize those that get the most clicks and conversions. This meansthat in order to take advantage of various ad sizes competitive advantage,
AdRoll advertisers dont need to manually track the performance of each adsize.
On to our findings:
Larger ad sizes are recommended because theyperform better
Click-through rate and the rate at which ad viewers convert after clicking, byad size, from smallest to largest size.
The average click-through rate (CTR) of our two newest recommended adsizes the billboard and the half page is more than double that of themost common ad size: the 300250-pixel medium rectangle.
These larger ads perform better simply because theyre more likely to beseen and therefore clicked on. Additionally, these sizes can benefit frombeing placed above the fold in the more prominent upper half of thescreen and are often placed on the sites of premium publishers, whoseaudiences typically perform better.
Larger ads arent just more clickable; they are more likely to get moreconversions after each click
On top of higher click-through rates (CTR), larger ads have a greater click-to-conversion rate (CTCR), which is the percentage of users who convertafter clicking. (Conversions are defined as a user completing a desiredaction, like signing up for a newsletter, creating a login, or making apurchase.)
This means that larger ad sizes dont just get more people to click, but alsoget even more people to convert after they click.
Larger ads come at a greater cost but maintaina healthy return on investment (ROI)
Relative cost of six AdRoll recommended ad sizes, from smallest to largest.
Larger ads are more expensive. Their average cost per thousand impressions(CPM) is typically higher, meaning it costs more to get large ads in front ofeach user.
But because viewers of these impressions are so much more likely to clickand convert, their overall cost per click (CPC) falls in line with those ofsmaller ad formats.
A variety of sizes is required to reach everycorner of the internet
Availablity of six AdRoll recommended ad sizes, from smallest to largest.
Ad inventory is essentially the amount and type of ad space thats up forgrabs in online ad auctions, which start and end in the milliseconds before aweb page is loaded. And there are constraints on the availability of high-quality ad placements.
This means simply relying on these high-performing ad sizes wontguarantee your ads will be seen as far and wide as you desire. There arentenough of the large placements available for an advertiser to get the reachthey require.
Websites tend to have more inventory available in the smaller sizes becausethese are easier to build into most web pages.
This means having a range of popular ad sizes guarantees youll get moreopportunities to show off your ad. The leaderboard, medium rectangle, wideskyscraper, and mobile leaderboard, for example, make up 80% of all adinventory on the web.
Our six recommended ad sizes (and why we recommend them)Billboard
Dimensions: 970250 pixels
CTR over Medium Rectangle: 105%
CTCR over Medium Rectangle: 78%
The billboard is our newest recommended ad size. Its premium placementhas given it the highest CTCR of all our ad sizes.
Dimensions: 300600 pixels
CTR over Medium Rectangle: 253%
CTCR over Medium Rectangle: 37%
The half page is another large ad size popular on premium publisherswebsites. It maintains one of the highest CTR and CTCR, in addition tomaintaining a low cost-per-click.
Dimensions: 300250 pixels
Share of Google AdX Inventory: 34%
The medium rectangle is the single most popular ad size on the internet. Ifyou upload only one ad size, make it this one (but we dont recommendthat).
Dimensions: 72890 pixels
Share of Google AdX Inventory: 14.8%
The standard leaderboard sits in prime ad real estate. It is placed above thefold, in the upper half of the screen. It also displays well on mobile devices.
Dimensions: 160600 pixels
Share of Google AdX Inventory: 6.9%
The wide skyscrapers tall dimensions make it viewable while users scroll,and its the third-most used size. It also boasts a high click-to-conversionrate.
Dimensions: 32050 pixels
Share of Google AdX Inventory: 29%
The mobile leaderboard is the most popular mobile-exclusive ad size. Thisad size helps your ads stay visible as users move across devices.
Whats next in ad sizes?Trends in ad sizes depend largely on the digital publishing industry, so wecant predict which rising ad sizes will be ubiquitous in the future. However,as publishers are increasingly paying attention to the quality of the contentthey host, theyre also looking for ad size and ad creative that complementthis increased focus on quality.
That means good ads, in bigger and more prominent positions, will likelyprove more effective.