Publisher Case Study: New Desktop and Mobile responsive display ads

Three new Desktop and Mobile Responsive Display Ads are available on ExoClick’s platform: Instant Message, Sticky Banners and Fullpage Interstitial. Since launch, many ExoClick Publishers have been benefiting from these three new RDA format options. To show you their effectiveness, we have worked on the Case Study below with 6 different Publishers who experienced noticeable revenue and metric increases after enabling RDAs on their ad zones. Keep on reading to find out why to enable ExoClick’s new Desktop and Mobile Responsive Display Ads!

New Desktop and Mobile Responsive Display Ads: What are Responsive Display Ads?

What are the benefits of Responsive Display Ads? With RDAs, Advertisers can upload images (300x300px) and texts (title, description and brand) for their campaigns, and ExoClick’s system will automatically produce several different creative size options for them to use. Publishers can enable RDAs on their zones which are compatible with RDAs through their admin panel to open up more of their ad zones to be targeted by the Advertisers. Here are the creatives sizes that RDAs are compatible with:

Static Banner sizes:

160×600

300×100

300×250

300×500

728×90

900×250

Sticky Banner sizes:

160×600

300×250

728×90

900×250

And now Instant Message and Fullpage Interstitial! RDAs offer a great opportunity for both Advertisers and Publishers. Wondering what are the benefits of Responsive Display Ads? With them you can:

• Offer more ad formats and placements to your Advertisers, attracting them to bid on your ad zones and increase demand.
• Keep your website industry compliant, since RDAs are aligned with the IAB industry Standards and Google.
• Offer a great end user experience, ensuring qualified clicks and higher eCPMs.
• Easily set them up, because RDAs are set up by default on your ad zones. However you can toggle this off if you wish.

Update your website’s Async codes! Please note, to enable RDAs on FPI ad zones you will need to make sure that your website’s scripts are updated with the latest Async Admin Panel codes.

Now, let’s dive into the 6 Case Studies from Publisher clients from ExoClick, the traffic monetization platform with Responsive Display Ads:

Enabling RDAs on Fullpage Interstitial Mobile zones

These two Publishers enabled RDAs on their Fullpage Interstitial (or FPI) zones. Fullpage Interstitials are large full page format responsive ads that appear over the site and cover the whole screen. They are more eye-catching than other formats, truly capturing end users’ attention and avoiding ‘Banner blindness’. Creative is 1600×900 jpg, png, gif (max weight 300Kb), video mp4 (max weight 1.5 MB) or iframe (responsive LP optimized to 1600×900). Because they provide high results and are a rich media format, Advertisers are happy to pay for the higher bids to use this eye-catching format, resulting in higher revenues.

Publisher 1: How to monetize my website traffic with Responsive Display Ads

Comparing 10 days before implementation to 10 days after RDA ads were enabled on FPI Mobile zones, this Publisher could observe increases in impressions, revenues, eCPMs, Clicks and CTRs across all GEOs:

• Impressions went from 73.8M to 91.2M, which is a +23.6% increase.
• Overall revenues for their website’s Mobile RDA zones increased by +231.1%.
• eCPMs increased by +166.6%.
• Clicks increased by +64.7% since FPIs were implemented on their RDA zones.
• Finally, CTRs increased by +32.9%.

The top 5 GEOs were the United States, United Kingdom, Germany, India and Canada. Let’s have a look at impressions, CTR and revenue increases, per GEO:

Publisher 2: Responsive Display Ads on Fullpage Interstitial zones

Comparing 10 days before to 10 days after implementation of Responsive Display Ads on Fullpage Interstitial zones, Publisher 2 experienced  increases in impressions, revenues , eCPMs, clicks and CTRs across all GEOs on his mobile FPI zones:

• impressions went from 8.1M to 8.2M, which is a +0.3% increase.
• Overall revenues across RDA zones increased by +35.4%.
• eCPMs also increased by +135.1%.
• Clicks increased by +9.5%.
• CTRs also increased by +9.1%.

The top 5 GEOs were Germany, the United Kingdom, Canada, Thailand and France. Let’s have a look at impressions, CTR and revenue increases, per GEO:

Enabling new Desktop and Mobile Responsive Display Ads

The following two Publishers enabled the new Desktop and Mobile Responsive Display Ads on their Instant Message (or IM) zones, one for Desktop and the second one for the Mobile version of their website. Instant Message ads imitate instant messenger chat boxes, appearing to end users by displaying a 300×250 on the bottom center of their device. Creative: 300×250 jpeg, png, gif max weight 150KB. Because it appears on the end user’s screen as they are navigating a page, it captures their attention, making it a highly effective format.

Publisher 1: Desktop Responsive Display Ads on Instant Message zones

Publisher 1 implemented the new Desktop Responsive Display Ads on Instant Message zones. Comparing 10 days before with 10 days after implementation, we can see high increases in impressions, revenues, eCPMs, clicks and CTRs, across all GEOs:

• Impressions increased by +412.4%.
• Overall revenues for their website’s IM RDA zones increased by +495.4%.
• eCPMs increased by +16.7%
• Clicks increased by +526.6%.
• Finally, CTRs increased by +23.3%.

The top 5 GEOs were the United States, the United Kingdom, Singapore, France and Canada. Let’s have a look at impressions, CTR and revenue increases, per GEO:

Publisher 2: Mobile 

Publisher 2 chose to enable RDAs on Instant Message zones for Mobile. These are the metric increases comparing 10 days before with 10 days after implementation:

• Overall revenues for their website’s Responsive Display Ads on Instant Message zones increased by +61.4%.
• eCPMs increased by +100%.
• CTRs increased by +13.3%.

The top 5 GEOs were Spain, Canada, France, Germany and the United States. Let’s have a look at impressions, CTR and revenue increases, per GEO:

Enabling RDA on Sticky Banner Mobile and Desktop zones

The following Publishers wanted to enable the new Desktop and Mobile Responsive Display Ads on their sticky Banners zones. Sticky Banners are Display Banners that can be made to ‘stick’ in a specific position on a device’s screen, with 9 different positions available. It comes in various sizes. Creative: jpeg, png, gif max weight 150KB

Publisher 1: New dynamic Responsive Display Ads on Sticky Banner zones on Desktop

This Publisher implemented new dynamic Responsive Display Ads on Sticky Banner zones. Comparing 10 days before with 10 days after implementation, they saw high increases in their overall metrics across GEOs:

• Impressions increased from 140.2M to 194.6M, an increase of +412.4%.
• Overall revenues increased by +108.4%.
• eCPMs increased by +44.4%.
• Clicks increased by +222.9%.
• Finally, CTRs increased by +140%.

The top 5 GEOs were Belgium, the Czech Republic, Germany, Austria and Hungary. Let’s have a look at impressions, CTR and revenue increases, per GEO:

Publisher 2: New dynamic Responsive Display Ads on Sticky Banner zones on Mobile

Comparing 10 days before implementation to 10 days after enabling the new dynamic Responsive Display Ads on Sticky Banner zones, this Publisher could observe increases in metrics across all GEOs:

• Overall revenues for their website’s IM RDA zones increased by +97.8%.
• eCPMs increased by +99.1%.

The top 5 GEOs were Taiwan, Canada, South Korea, the United States and Thailand. Let’s have a look at impressions, CTR and revenue increases, per GEO:

Conclusion: New Desktop and Mobile Responsive Display Ads

Are you looking for a traffic monetization platform with Responsive Display Ads? As can be seen above, when you enable Responsive Display Ads on Instant Message, Sticky Banner & Fullpage Interstitial zones, you can noticeably boost impressions, CTRs and clicks, ultimately increasing your Advertising revenues. As well as attracting more Advertisers to your ad zones thus making them more competitive long-term. Do you need more information about RDA implementation, where to find our latest Async codes? Or if you have any other questions on how to boost your Advertising revenue with the three new ad formats for Responsive Display Ads, make sure to get in touch with our Customer Success team now!