Some larger online publishers are facing declining display ads with a bold strategy: bigger, louder, and more obnoxious ad units. AdWeek reports:
- The fixed panel, a 336-by-860-pixel banner that is wider than the standard skyscraper and follows users as they scroll down the page.
- The XXL box, a 468-by-648-pixel unit that can expand with video.
- The pushdown, a 970-by-418-pixel placement that takes up over half of the page before rolling up.
We recently added a slideup and a popup to the site here, but you should be able to click them once and not see them again (at least until you clear cookies), and at least they are marketing our own site.
But the idea of making larger and more obnoxious ad units some sort of standard for cross-selling seems to be against what is working. Most of Google's ad revenues come from tiny text ads that are relevant to user demand. One of the best ways to have relevant ads is to create what users want and sell it. If they are going to spend that many pixels on the ads, rather than making bigger ad units the publishers should use the content area to sell and add premium services to their sites and start selling content.
Gain a Competitive Advantage Today
Your top competitors have been investing into their marketing strategy for years.
Now you can know exactly where they rank, pick off their best keywords, and track new opportunities as they emerge.
Explore the ranking profile of your competitors in Google and Bing today using SEMrush.
Enter a competing URL below to quickly gain access to their organic & paid search performance history - for free.
See where they rank & beat them!
- Comprehensive competitive data: research performance across organic search, AdWords, Bing ads, video, display ads, and more.
- Compare Across Channels: use someone's AdWords strategy to drive your SEO growth, or use their SEO strategy to invest in paid search.
- Global footprint: Tracks Google results for 120+ million keywords in many languages across 28 markets
- Historical data: since 2009, before Panda and Penguin existed, so you can look for historical penalties and other potential ranking issues.
- Risk-free: Free trial & low price.