Banner ads aren't dead. Google still loves them, and in fact, try to improve them to reach and appeal to more people.
The search giant of the web that conquers most of the internet's advertising market, 'Google,' launches a banner ad type, known as 'Adaptive Anchor Banners.'
These can adapt to varying screen sizes, help to maximize performance in line with the evolving consumption behaviors.
Above, we see the new Adaptive Anchor banner ad in comparison with the standard banner (on the left) and the smart banner (middle).
In the mobile-first world, there are multiple devices with varying screen sizes. Publishers who want to show Google's ads must be able to serve those ads across a greater variety of screen sizes and layouts.
As a result, those publishers may experience a hard time when they design the web pages and want Google's ads to appear.
Yes, Google does have a responsive banner ad format. However, according to Google, this format can often produce ads that are either too small or not sufficiently tailored to the height and aspect ratio of each device.
To address this, Google has created adaptive anchor banners. These ads dynamically adjust banner sizes to deliver a creative that is ideal across your user's devices without the need for any custom code.
As explained by Google:
"Unlike other banner APIs on the market, Adaptive Anchor banners consider the device in use, the ad width you're comfortable using, and the aspect ratios and performance of all available demand. Adaptive anchor banners return creatives with the best height and aspect ratio for each device, with hard limits to prevent the wrong sizes from being served."
The adaptive anchor banner advantage-
Adaptive anchor banners are designed to be a drop-in replacement for the industry-standard 320x50 banner size and the smart banner format.
Standard sized banners return the same sized creative across every screen, which often results in ads that appear too small or too large. Smart banners only support fixed heights, so they often return creative that seems too tiny on high-res devices.
Google says the new option will make your banner ads look better while also alleviate the need for custom coding to handle different devices.
Adaptive Anchor banners are an excellent option for AdMob publishers who want the simplest solution to getting the best banner ad returned across any device.
The option is currently in beta and is only available for anchored placements, with Google still working on full implementation.
But it may provide another consideration for your Google ad placement options, more aligned with varying device usage.