When you’re operating a website with advertising as a primary monetization strategy, the ad formats are just as important as the advertisers. That is where we start to encompass ad formats. An ad format is simply defined as the layout, size, and style of the ad that is delivered on your site.
In other words: ad formats are the various shapes and locations ads can have when they appear before your audience, whether as a banner across the top of a page, a sidebar video that auto-plays, or native ads that blend with your content – it will be your ad formats that dictate how they run and how users interact.
For publishers, understanding the different ad format examples and testing the potential variations, can go a long way in determining revenue, experience, and advertiser interest. At the start, we’ll take a look at the definitions of ad formats, some common website ad format examples, and the top-performing Ad formats you should be thinking about for your website.
What Are Ad Formats?
Simply put, an ad format is a format that decides how an ad will be served. Ad format is like an ad’s packaging: the same message could be represented as a video, an image banner, or an text snippet, depending on format.
As a publisher, ad format matters for two reasons:
User experience – Certain formats are less offensive and more likely to match your site design, whereas other formats might be more jarring depending on placement.
Monetization – Each format typically carries different levels of advertiser demand, influencing fill rates and CPMs.
Because advertisers typically source inventory that aligns with campaign objectives (awareness, clicks, conversions), the ad formats you support help to determine the amount of demand (interest) you can capture.
Why Do Ad Formats Matter for Websites?
Choosing the right website ad examples isn’t just about aesthetics. Here’s why formats carry weight:
- Performance: Certain ad placements naturally capture more attention. For example, a sticky footer ad will always remain visible, while a mid-article banner competes with your content for attention.
- Revenue optimization: Advertisers pay differently depending on the ad format. Video often commands higher CPMs, while display banners are more standardized.
- Audience experience: Your readers are your biggest asset. Formats that blend seamlessly, like native ads, tend to reduce bounce rates and maintain trust. Overly aggressive formats, on the other hand, may cause users to exit quickly.
- Flexibility: Having multiple ad format options makes your site more appealing to different types of advertisers.
In short: ad formats set the stage for how effective your monetization efforts can be.
Common Advertisement Format Examples
To make this practical, here are some of the most widely used advertisement formats across websites:
Display Ads
The most traditional ad format. These include:
- Website banner ad examples: Leaderboards (728×90), skyscrapers (160×600), rectangles (300×250), and more.
- These are image-based ads often found at the top, sides, or within content.
Why they work: Display ads are universally supported and easily recognizable by advertisers.
Native Ads
Native ads are designed to blend in with your site’s content and style. They might look like an article recommendation or a promoted listing.
Why they work: They’re less disruptive and can drive higher engagement since they feel like part of the browsing experience.
Video Ads
Video can come in a few different advertisement examples:
- In-stream video ads: Play before, during, or after a piece of video content.
- Out-stream video ads: Appear within non-video content (like a video that plays within an article).
Why they work: Video CPMs are typically higher, and advertisers often allocate larger budgets to video campaigns.
Interstitial Ads
These are full-screen ads that cover the interface of the site temporarily.
Why they work: They grab attention completely, but need to be used sparingly so they don’t frustrate users.
Sticky Ads
These remain in place as users scroll, like a footer or sidebar ad.
Why they work: Persistent visibility makes them attractive to advertisers and reliable for publishers.
Direct Click Ad Format
A specific ad format designed to redirect users directly to the advertiser’s landing page when clicked, without an intermediary page.
Why they work: They tend to be highly efficient for performance-driven campaigns.
Top Performing Ad Formats for Publishers
Not all website ad examples perform equally. Publishers who want to balance strong revenue with a good user experience typically lean on the following:
In-Content Ads (Display or Native)
Placing ads within the body of your content often drives solid performance because users encounter them naturally while reading. The key is ensuring placements don’t disrupt the flow.
Sticky Footer Ads
These remain visible without taking up too much screen space. They’re less intrusive than interstitials but still effective for generating consistent impressions.
Video Ads (Especially Out-Stream)
With video budgets increasing, offering video ad placements is almost a necessity for publishers. Out-stream ads (like videos that autoplay when scrolled into view) work well for sites without video-first content.
Native Recommendation Widgets
Many publishers use recommendation widgets (like “You may also like” or “Sponsored content” sections) as a revenue stream. These balance monetization with engagement.
Large Display Units
Formats like the 300×600 half-page ad or the 970×250 billboard have become strong performers because of their visual impact.
Website Ad Examples in Practice
Here are a few website advertisement examples to illustrate how formats show up in real-world settings:
- News sites: Often lean heavily on leaderboard banners, in-article native ads, and sticky sidebars.
- Lifestyle blogs: Typically use in-content native ads, sponsored post-style formats, and display ads that blend with imagery.
- Video-first platforms: Prioritize pre-roll, mid-roll, and out-stream video formats.
- E-commerce sites: May use native product ads or promotional banners tailored to product categories.
The right mix depends on your audience’s behavior and your site’s layout.
Balancing Revenue and User Experience
With so many advertisement formats available, it’s tempting to pack your site with as many as possible. But more isn’t always better. A cluttered experience can hurt user trust and lower long-term engagement.
Instead, focus on:
- Testing formats: Try different ad units and placements to see which ones generate the best balance of revenue and user engagement.
- Page speed: Some formats, like heavy video or interstitials, can slow down your site. Keep an eye on load times.
- Viewability: Advertisers want ads that are actually seen. Sticky and in-content placements often perform best here.
- Demand sources: Make sure you’re working with partners who can fill multiple formats effectively.
Final Thoughts
Ad formats affect more than just how ads look—they’re a fundamental method of how publishers monetize content. Whether it’s traditional website banner ad examples, native, video, or sticky placements, the ad formats you use create structure around revenue, user experience, and advertiser partnerships.
It is about balance. Experimenting, keeping user experience in mind, and constantly adapting to advertiser demand.
Ultimately, the best ad format for your site is the ad format that helps your business model without infringing on trust and experience for your readers.
