What are Sticky Ads? Pros & Cons

Discover a game-changing solution to banner blindness – Sticky Ads!

But what are Sticky Ads? In today’s crowded digital landscape, it’s becoming harder for advertisers to grab users’ attention due to intrusive ad noise. But there’s a way to break through the clutter.

Explore the potential of sticky ads, which promise enhanced visibility for advertisers and higher returns for publishers. However, success relies on the right implementation and optimisation. In this video, we discuss the different types of sticky ads, their pros and cons, and what the metrics say regarding this ad format!

Enjoy this video to stay ahead in the ad optimisation game! Read our blog article to learn more about sticky ads.

Key Takeaways

• Sticky ads (also called anchor ads) maintain a fixed position in the user's viewport as they scroll, remaining visible for the entire session regardless of scroll depth — making them inherently high-viewability units.
• There are two types: horizontal sticky ads (appearing at the top or bottom of the page, stretching full width in landscape) and vertical sticky ads (portrait-oriented, appearing in the sidebar).
• Sticky ads pass the IAB and MRC minimum viewability standard by default — 50% of pixels in view for at least 1 second — and consistently yield higher CPMs and overall ad revenue than standard banner formats.
• They come with real constraints: Facebook prohibits them entirely, Google AdSense only permits its own anchor ad unit, and breaking these rules risks account suspension. They also require technical expertise to deploy correctly.
• Research by Making Cents found sticky ads receive nine times more clicks than banner ads, with participants viewing them 300% longer — and when refreshed mid-session, they generated a second spike in views, demonstrating sustained viewership.

What are sticky ads, and what types are available?

Naomi: So you're finally getting your head around all the different ad types and sizes out there, when all of a sudden you come across sticky ads. What the hell are they and why are they sticky? We know it's a lot — but that's all right, as always we've got you covered. Today we'll be diving into all things sticky ads, so hopefully by the end of the video things will make a little bit more sense.

Naomi: Sticky — or anchor — ads stay visibly afloat as a user scrolls through the content of a web page. They have a fixed position and stick to the viewport for the duration of the user session, meaning that they remain visible to the user regardless of browsing scroll depth. Hence the name: sticky.

Definition — Sticky ad (anchor ad): an ad unit with a fixed position that remains visible in the user's viewport as they scroll through a page, unlike standard display ads which scroll out of view. Common placements are the top, bottom, or sidebar of a page.

Naomi: There are two types of sticky ads — and they're pretty complicated, so get ready. They are horizontal sticky ads and vertical sticky ads. Horizontal sticky ads appear at the top or the bottom of the web page and usually stretch across the entire screen in a landscape configuration. Vertical sticky ads — you guessed it — are portrait size and appear vertically on the sidebar content of a web page.

What are the pros of sticky ads?

Naomi: This format definitely has its pros and cons, so be sure to consider these carefully before pulling the trigger and implementing them on your website.

Naomi: Some of the pros include: increased viewability — sticky ads pass the minimum IAB and MRC ad viewability guidelines by default, that being that 50% of the display ad creative's pixels are in view for at least one second. They are largely unobtrusive. Unlike many other formats, they have been shown to yield higher CPMs and increase overall ad revenue. They can be targeted by header bidding and Google Ad Exchange, resulting in more auction pressure. And they can be customised for different device types.

Definition — IAB/MRC viewability standard: the industry benchmark set by the Interactive Advertising Bureau (IAB) and Media Rating Council (MRC), defining a display ad as viewable when 50% of its pixels are in view for at least 1 continuous second.

Definition — Header bidding: an advanced programmatic technique where publishers offer inventory to multiple ad exchanges simultaneously before making calls to their ad server, increasing competition and driving up CPMs.

What are the cons of sticky ads?

Naomi: And now for the cons. Not all ad networks allow for the implementation of sticky ads — Facebook doesn't allow them at all, and for Google AdSense they will disallow them unless you use their anchor ad unit. Breaking these rules can get a publisher's account banned. They can also negatively impact the performance of other ads on web pages. They require a certain level of technical expertise in their deployment and customisation. And in some instances — particularly with large sticky ads — they can lead to a poor user experience.

How do sticky ads perform compared to standard banner ads?

Naomi: The metrics around sticky ads indicate that their performance is substantially higher than other formats available. Technology publication Making Cents recently conducted a study pitting banner ads and sticky ads against each other to analyse their performance, using eye tracking technology to isolate the reader's focus within the page and AI technology to gauge the reader's empathy and engagement. They found that sticky ads seriously outperform banner ads — receiving nine times the amount of clicks. Participants looked at the anchor ads for 300% longer than traditional banner ads. And in real time, when the ad was refreshed halfway through the view time, it saw a second spike in views — demonstrating its sustained viewership.

Summary

Naomi: So all in all, sticky ads are definitely an ad unit you should consider implementing. And that's it — hopefully you're no longer stuck on sticky ads. If you're interested in learning more, be sure to check out our blog post below or book a chat with us via the link in the description box. If you enjoy these types of explainer videos, be sure to give us a like and subscribe — it immensely helps us reach more publishers like you. Well, that's it. Thanks for watching and we'll see you in the next one.

This is an edited transcript of AdTeach, produced by Publift. The words are Naomi's own — lightly edited for readability (filler words, false starts, typos, punctuation). No claims have been rewritten or generated by AI.

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