Display Ad Sizes: High Impact Ads on the Rise
Interestingly, 4 out of the 10 top-performing ad sizes are high-impact formats. This tells us one thing: these formats are outperforming others significantly. If you haven't already started using high-impact formats, now's the time to get creative and tap into their potential, as they are among the best performing ads at the moment.
Take the 930x600 format as an example: once a top performer in 2022, it has now seen a decline in usage due to the rise of high-impact ad formats like the 1440x700 format, which offers more space for dynamic ad content.
Creators are gravitating toward these larger formats that offer more creative freedom and better audience engagement. It’s a fascinating shift, showing how quickly trends change when creators seek to create the best performing ads to achieve most possible audience attention.
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Average CTR for Display Ads
The average CTR is going steadily upwards from what you add to your HTML5 display banner. See the difference between static, animated, and video banners here:
Static display ads: 0,026%
Animated display ads: 0,230%
Display ads with video: 0,272%
These figures highlight the importance of dynamic content in HTML5 banners. By integrating animations or videos, you can increase engagement significantly.
930x600 significantly better than the next best format.
Christopher Munk, who is a Data Activation Consultant at the agency Publicis Media, gives his explanation for the figures. He finds it particularly interesting that the 930x600 format performs better than the high impact format 2560x1080.
"As the largest of the standard formats, the 930x600 banner often has an average high viewability, as it makes the user stop and look at the banner. It is also not as exposed to "lazy load". Nor banner blindness, as the sticky formats 160x600 and 300x600 are", says Christopher Munk.
"I think it is the combination that makes the 930x600 banner have such a significantly higher click rate than the other formats", he says.
