5 Display Ad Formats for Your Next Campaign

Right now, if you want to run an ad you might choose from the long list of Google display ad formats. A few of the most popular Google display ad options include:

  • 250 x 250 – Square
  • 468 x 60 – Banner
  • 728 x 90 – Leaderboard
  • 300 x 250 – Inline Rectangle
  • 336 x 280 – Large Rectangle
  • 120 x 600 – Skyscraper
  • 160 x 600 – Wide Skyscraper
  • 300 x 600 – Half-Page Ad
  • 970 x 90 – Large Leaderboard

These google ad formats are common, but keep in mind that new display ad formats are developed each year, and some can skyrocket your CTR’s.

You might be familiar with Banner ads and Leaderboard ads, but what about 3D Photo display ads? 360° video ads? These are just a few of the 5 Display Ad formats that you should consider for your next campaign.  

1. 360° Video

360° video has been trendy for a while now, but how many times have you seen it used in advertising? Marketers are just now starting to take advantage of this interactive technology to drive brand engagement.

In this Infiniti 360° video campaign, the user can opt to test drive the car through various kinds of terrain instead of just passively viewing a 2D banner ad.

360° mobile ads boast a benchmark CTR of 1.44% which is 7X greater than many other typical display ad formats. This ad format is extremely versatile and allows users to have an immersive brand experience before their first real interaction with the advertiser.

display ad formats- 360 video ad

2. Banner Ads

Banner ads remain a tried and true way to efficiently garner website CTR’s. Not only do they help to bring traffic to your website, but they also help to establish brand recognition. When consumers are surfing the web and they see your banner ad appear on the page, they will automatically become aware of your brand and might even visit your site.

In partnership with Canadian ad agency Fjord, McDonald’s launched an interactive banner ad campaign for the quarter pounder deluxe that invited users to “make it better” by clicking on the ad. After clicking on the ad, the user would see the ad transform like the examples below.

Banner ads are an effective and reliable way to earn clicks to your website, but they can always earn higher CTR’s with the addition of interactive features like the “make it better” button in this McDonald’s campaign.

display ad formats-banner ad display ad formats-banner ad display ad formats-banner ad

3. Expandable Ads

If you’ve ever been browsing online and you see a “rollover to expand” ad–you are likely witnessing another effective display ad format–

The expandable ad.

Expandable ads have the potential to be highly effective because they are more obtrusive than other ad formats. Additionally, once you interact with an expandable ad it will grow and the advertiser will have a full-screen layout to captivate your attention.

This display ad format earns a CTR that is 2X the typical banner rate. Expandable ads are a smart investment and can be used to accomplish a variety of advertising goals. The ad depicted below is an expandable ad that was run on the Telegraph UK website that allowed users to explore scenic photos of Great Britain. In the travel industry, expandable ad CTR benchmarks see an uplift of 4X typical display ad formats.

display ad formats-expandable ad

4. 3D Photo

Of the many types of display ad formats, 3D photo ads are one of the most recent advertising innovations. The concept began when Facebook launched a 3D photo feature in October of 2018. These photos are taken with a dual-camera phone and then combined with a depth map to create an image that appears to be three-dimensional.

Marketers have gotten ahold of this technology to make innovative banner advertisements that quite literally jump off of the page. These images have the potential to revolutionize the display ad industry in 2019 as they result in a much higher CTR and engagement time than other flat, 2D display ad formats.

This Coca-Cola advertisement was not a campaign that was actually run, but it was created to demonstrate the potential of 3D Photo as a display ad format.

display ad formats-3d photo ad

5. Native Ad

Native ads are the sneakiest of the display ad formats. They are highly effective because the user might not even notice that they are interacting with an ad.

A Native ad is one that blends into the platform that the ad is running on. They appear to be native to the host site–hence the name, native ads.  

For example, BuzzFeed native ads will appear right alongside the BuzzFeed articles. They will typically have alluring titles that pull the user in before they are even aware that they are clicking on an ad.

display ad formats-native ad

Publications like The Onion also incorporate native advertising. This is an example of an article that gives the illusion of a normal Onion article (and will even read like one!) but, it’s nothing but an article framed to advertise H&R Block.

display ad formats-native ad

Native advertising can earn extremely high engagement, ranging between 70-90%. If used correctly, this tricky ad format can be highly effective and even enjoyable for the content consumer.