Great ad - it's about relevant placement

Previously we talked about how important placement is in online advertising and how poor placement can make any ad bad. Now let's talk about which ad types are the most effective and bring the best return on investment.

NON-INTRUSIVE

"This could be good"
Ads that don't intrude on requested content don't annoy users. Text overlays on video windows take advantage of the un-used space without detracting from the desired video.
Above: A text overlay ad displays across the bottom of a video window without obscuring the content.

CONTEXTUAL

"I need one of those"
Users with "banner blindness" still respond to contextual advertising and good SEO. Users blind to popups and interstitials will still click on an ad when it's relevant to what they're already doing.
Above: Chart depicts ROI success per ad type.
(source: Marketing Sherpa and Ad:Tech survey)

RELEVANT

"It applies to me"
Online articles that include related brand information work well on younger users, who view them as more trustworthy than random banners. Advertisements relevant to what users are already looking at are more likely to get traffic.
Above: Graph depicts which ad formats users are most likely to respond to.
(source: ARAnet AdFusion survey)