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What are ad formats and cost metrics?

Apr 14th, 2009 by Annie Wong | 2

Last week we discussed how we can get traffic to your website. You can review the different approaches in our post ‘How To Market Your Website.’

Despite the increase use of social media, websites are continuing to purchase traffic from specific websites or advertising networks. When you purchase traffic you would need to know what ad formats are and cost metrics.

Ad formats are the type of advertising medium you can use to express your message to the users. Here are some of the basic ad formats that are widely used.

Text Banners: Many sites offer text ads, which typically consist of one or two lines of text and a link. Users seem more likely to click on these ads, and when they appear within content rather than at the top of the page in a banner-sized box, they do even better. Sample

Graphical Banners: Similiar to text banners except it uses pictures rather than words. It is up to the advertisers to display what they would like within the graphical space that can they want, including logos and photos, in various sizes. These ads complement the publisher pages esthetically and blend in contextually. Sample

Popunders: When a user visit one of website with popunder advertisements, the popunder will opens up in a new browser window hidden under the user’s current browser. When the user closes their current browser then they will noticed the popunder advertisement making them less intrusive, more acceptable to users and won’t take visitors away from the publisher’s website. Sample

Interstitials: The interstitial ad is displayed before an expected content page and thus attracts a good amount of response as they blend fairly well to the content page. In this manner, they are often annoying and misleading to viewers but provide a good branding opportunity to advertisers. Sample

Expandable Ads: They generally provide a dramatic entrance with eye-grabbing graphics of the advertiser’s message to the publisher page to make users aware of them before settling back to their traditional banner size while enhancing the value of the traditional banner space. If the users would like to view the ad again they can just expand the banner often with just a click. Sample

Now you know what ad formats are, now let’s define cost metrics. Cost metrics are basically the unit price that you (as an advertiser) will be paying.

CPM (Cost Per Thousand Impressions) your ad will be listed within the ad spot that you choose and for every one thousand view you will be charged the stated rate.

CPC (Cost Per Click) only when user click on your ad you will be charged.

CPD (Cost Per Day), your ad will be listed on the specific site (ad spot) that you choose for the whole day.

CPA (Cost Per Action), you will only pay when a specific action you’ve agreed upon have been performed.


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2 Comments on “What are ad formats and cost metrics?”


  1. AdOnion » How To Choose An Ad Network said:

    [...] week we’ve talked about ‘What Are Ad Formats And Cost Metrics?‘, this week let’s expand the topic to how to choose an ad network that is right for [...]


  2. AdOnion » What Is a Publisher? said:

    [...] you have on your website. For more information on what they are you can review my earlier post “What Are Ad Formats And Cost Metrics” You will noticed that you will have to enter rates for the ad zone and these rates are totally up to [...]

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