A key to driving native ad performance lies in the location and design of your ad placements. SFP's integration engineers ran a series of month-long tests to determine some best practices for placement location and design.
Why should you care about ad placement performance?
- Buyers want to bid on high-performing placement. From our testing, we've confirmed that increases performance metrics lead directly to higher fill rates at higher CPM.
- Direct Sales activity is powered by performance. Wrap reports that showcase high engagement lead to continuing business; proven success with programmatic and other direct deals can help close new accounts.
There are many components to a native ad placement that can impact performance. Highlights from our findings are outlined below:
- Placements with larger thumbnails drive higher CTR for native display units, and higher video view rates for native video units
- Native video ads that feature a description provide the user with more context. We found that including a description with a native video placement had a 10-second video view rate 4% higher than those placements without a description.
- Allowing advertisers to feature a brand logo within a placement drives immediate brand association with viewers. In our testing, we found that native video placements featuring a brand logo upfront led to 10-second video view rate nearly 8% higher than those placements without a brand logo.
- The closer a placement is to the top of your page, the more likely it is to be viewable to a user. In the case of our testing, moving placements 500 pixels higher on the page lead to an increase in viewability of up to 3.3%
- We tested a variety of placement background colors, and found that avoiding a grey background can lead to an increase in CTR of up to 0.5%