The Power of Leave-Behind Ads


The Power of Leave-Behind Ads

By Ashlin Pemberton, AdSupply, Inc.

The last couple of years have seen a continuous rise in online display advertising revenue and leave-behind ad units remain one of the most effect ad formats for high viewability and user engagement. Displayed behind the browser window when a consumer leaves a publisher site, it is easy to understand why this ad unit continues to be a high converting format across a variety of verticals and a popular choice among online marketers.

Leave-behinds are non-intrusive, meaning they do not interrupt the user’s online experience. Nothing is more annoying than browsing online only to have your experience disrupted by an ad covering the screen, by surrounding content or by other outside factors. Leave-behinds, in their very nature, combat user frustrations from interruptions by displaying when the user is completely finished with their online activity. Not only does this ad unit engage consumers when they are most receptive to an advertising message, but it allows consumers to focus on the advertising content, gain interest and develop a lasting impression.

For advertisers, leave-behinds provide large ad canvases that allow for high viewability and more engagement through video, advertorial content and conversion events such as lead generation and customer acquisition. With a larger format, it is important for ad content to be intriguing, creative and clean so as not to overwhelm or confuse users. When targeted correctly, leave-behinds generate higher viewability rates and higher conversions when compared to other ad units (5x higher than interstitials and overlays).

For publishers, leave-behind ads provide a lucrative monetization model that won’t compromise site content and won’t negatively affect bounce rates. Remember what I said about ads covering the screen or too much surrounding content? The same goes for leave-behind ads; it’s important for sites to allow only one leave-behind unit at a time and to cookie impressions so as not to bombard users. User frustrations can increase if they have to close out too many leave-behind units. When displayed correctly, users are more likely to click on the ad and follow through with a conversion. Since engagement tends to be high with leave-behind units, publishers can expect to receive high CPMs.

In an age of distraction, leave-behind ads allow users to focus on content and either consciously or subconsciously develop a lasting impression. By recognizing ad viewability trends, publishers can boost the long-term value of their display inventory and advertisers can better develop their media strategies. As online display advertising continues to grow, it is important for online marketers and publishers to promote high-impact, non-intrusive ad formats like the leave-behind.