There are many sizes a digital ad can be made in. However, there are only a few accepted formats that an ad can be made in. This is so that no matter what the device or web browser a user is engaged on the ad has the highest likelihood of being displayed. **All sizes below are in pixels.
Most Common Banner Sizes - Display
Most Common Banner Sizes - Mobile
- 300x250(Tablet & Smartphone)
**In addition to these banner sizes, there are full page ads which pop up between pages on a site or app.
Most Common Banner Formats
Standard JPEG - These have no animation and can only be clicked on by a user to take them to a landing page. No other interaction can be done with these.
Animated GIF - These as the name implies do have animation but still only allow for the user to click on them to go to a landing page.
Flash - These banners have the ability to be animated and have multiple aspects of interaction with them. For instance, a user can have two places to click on these banners that can take them to different pages. In addition to that, these banners can have what is called “Rich Media” capabilities to them. Meaning they can expand to a larger size, change as the user scrolls over them, and even incorporate short games, videos, and other elements to make them more engaging. Unfortunately, as more and more devices/ browsers stop supporting Flash, this format will continue to loose popularity.
HTML 5 - Has all of the same features of Flash but with the added ability to work across all devices and web browsers. This is the fastest growing format choice for both standard banners with animation and rich media banners. The majority of Fixie’s banners are developed with rich media capabilities on HTML 5, giving clients the best engagements along with the most exposure across any platform.
Fixie's partnered RTB/DSP platform with UberAds
Buying Ad Space:
There are a couple of ways that ad space is purchased in the digital world. The first and still most popular is direct deals with digital vendors. These vendors represent multiple publishers(websites) and do deals with both advertising agencies and brands directly. These deals have a greater cost generally but provide the highest quality of sites and control over where your ads are placed. The second is what is called a real-time bidding network. These networks are massive and hold billions of websites and apps for you to place “bids” on to win ad space. Think of it like eBay and the stock market combined. You can set your pricing and targeting parameters and these platforms known as Demand Side Platforms will comb all of the data in milliseconds to place your ads on matching properties. While this method brings about huge amounts of inventory and cost savings, the amount of brand safety and fraud prevention is greater. This form of ad buying as grown into a larger market with more dynamic abilities called “Programmatic Buying”.
Selling advertising to clients can be done a few ways. Aside from the creative and planning work, clients will pay for the number of “Impressions” or amount of times there ad is shown across the properties mentioned earlier. Impressions are generally priced and sold by a CPM(Cost per Mille) method. This means the cost of 1,000 impressions(mille is latin for 1,000). The easiest way to calculate this by taking the total amount of impressions a client wants to purchase, which is usually determined by the agency during planning, dividing that number by 1,000 and multiplying by the rate a publisher gives you. Example: 1,000,000 impressions ordered/1,000 = 1,000 x 25.00 CPM = $25,000 campaign cost.
A way an agency can profit from this kind of deal is by purchasing these impressions at a lower rate and selling them to the client at a higher rate. Much like a wholesale & retail structure. With RTB systems you can input a baseline profit margin that allows the system to know to never bid over a certain price to ensure margins are maintained.
Another popular method is CPA(Cost per Action). This allows for a client to specify a particular action(app download, item purchase, survey filled out, ect..) to be the only time aside from creative and strategy work that an agency gets paid. These take extra steps to place tracking into the ads and apps to prove campaign success. Impressions are booked at the agencies discretion to control cost. These actions generally carry a high value and can be very lucrative for an agency and client if planned and executed properly.
The last method is more or less used with SEO(search engine optimization) campaigns. This is when a client pays for clicks(CPC) on search engines such as Google, Bing, and Yahoo. While SEO services are something that Fixie can provide, it is not at our core offerings.