Adult ad formats compared for advertisers
Each format reaches the visitor in a different moment. This guide explains the strengths and limits of each one.
Banner
A banner is an image in a fixed size on the page. It is predictable, easy to produce and works with every billing model. Click rates are modest, but the format is stable and good for long running campaigns. The most used sizes are 300x250, 728x90 and 320x50.
Native
A native ad copies the look of the content around it, usually an image with a headline. Visitors tend to treat it as part of the page, so it often earns clicks from people who ignore banners. Write the headline like a page title, not like a slogan.
Popunder and interstitial
These formats open a page behind the current one or between two pages. They deliver large volume at a low price per visit. They need a frequency cap and a landing page that loads fast, because the visitor arrives without having chosen to click.
Video preroll
A short video before the player starts. It holds attention and builds recognition, so it suits CPM. Keep it short, make the first seconds clear and allow a skip.
Push notification
A message delivered to people who subscribed on a publisher site. It reaches returning visitors, which makes it useful for offers with a repeat purchase. Write one clear line and one image.
In feed
A sponsored tile placed between results in lists and galleries. It blends with browsing behavior and works well for sites, platforms and shops that fit a list.
How to test them
- Create one campaign per format with the same budget.
- Use the same country and device in each.
- Compare cost per click and cost per conversion after several days.
- Keep the top format and retest the others with new creatives.
Frequently asked questions
Which format is best for beginners?
Banner and native, because they are predictable and easy to read in the report.
Which billing model fits video?
CPM, because you pay for views.
Can I preview formats?
Yes, on the formats page and in the campaign form.
Related pages
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