Key Takeaways

• Sticky banners stay visible on screen even when users scroll, significantly increasing viewability

• They typically appear at the top (header), bottom (footer), or sides of the screen

• Four main types exist: horizontal, vertical, multi-sticky, and mirror sticky

• These ad formats work well across both mobile and desktop experiences, with proper implementation

• Higher viewability typically leads to better performance metrics and revenue

What Are Sticky Banners?

If you've ever visited a website and noticed an advertisement that follows you as you scroll down the page, you've encountered a sticky banner. Unlike standard display ads that disappear as you navigate past them, sticky banners (sometimes called anchor ads or fixed ads) remain visible by "sticking" to a specific position on your screen.

They're pretty straight-forward from a technical perspective - the ad unit maintains a fixed position relative to the viewport rather than the page content. This means that regardless of how far a user scrolls, the ad stays put.

Why Publishers Love Them

The main reason publishers implement sticky banners boils down to one word: viewability.

When an ad stays in view longer, it has a better chance of being seen and interacted with. According to Eskimi, sticky ads significantly increase the amount of time an advertisement remains visible to users, which directly impacts campaign performance.

But wait - there's more to it:

1. Higher CPMs: Advertisers are willing to pay more for highly viewable inventory

2. Better user experience: When implemented properly, they're less intrusive than interstitials

3. Mobile-friendly: Work particularly well on smaller screens where content real estate is limited

4. Easy implementation: Most ad servers and networks support sticky banner functionality

John, a publisher who runs a mid-sized news site, told me last week: "After switching our sidebar ads to sticky format, we saw a 40% increase in CTR without changing anything else. Users actually see the ads now."

Types of Sticky Banners

Not all sticky ads are created equal. Depending on your site layout and goals, different types might work better. Clickio's research identifies four main varieties:

Horizontal Sticky (Catfish)

These appear at the top or bottom of the screen and typically span the full width of the viewport. They're the most common type you'll encounter, especially on mobile sites.

• Top placement (header): Stays below navigation elements

• Bottom placement (footer): Appears above mobile browser controls

Some sites use both placements simultaniously, but beware – too many sticky elements can crowd the screen.

Vertical Sticky

These ads stick to the sides of content, usually in a sidebar position. They work great on desktop but aren't practical for mobile due to limited horizontal space.

Vertical stickies are especialy popular on blog layouts where sidebars already exist in the design.

Multi-Sticky

This clever variant rotates different ads in the same sticky position. As users spend more time on a page, they'll see various advertisements cycle through.

The benefit? It helps fight banner blindness while maximizing the value of premium screen positions.

Mirror Sticky

For sites with wide layouts on desktop, mirror stickies appear symmetrically on both sides of the content. This balanced approach works well for high-resolution displays but requires responsive design considerations.

Implementation Best Practices

While sticky banners can boost revenue, poor implementation can harm user experience. Here are some tips from Red Hat's UX guidelines:

1. Respect viewport size - On mobile, keep sticky banners small (50-90px height max)

2. Provide dismiss options - Allow users to close the ad if desired

3. Avoid covering important content - Ensure primary navigation and action buttons remain accessible

4. Consider scrolling thresholds - Some implementations only activate after scrolling past a certain point

5. Test performance impact - Poorly coded sticky ads can cause page jank and lag

Common Mistakes to Avoid

I've reviewed dozens of publisher implementations, and these mistakes pop up frequently:

• Excessive stickiness - Too many fixed elements create a claustrophobic feeling

• No close button - Users get frustrated when they can't dismiss intrusive ads

• Poor mobile adaptation - Desktop-sized stickies that take up half a mobile screen

• Slow-loading creatives - Heavy ads that stick around also stick out when they cause performance issues

Are Sticky Banners Right for Your Site?

Sticky banners work best for:

• Content-heavy sites where users scroll extensively

• Mobile-optimized websites and apps

• Publishers focused on viewability metrics

• Sites with clean, uncluttered layouts

They might not be ideal for:

• Pages with limited content depth

• Sites already using multiple fixed elements

• UX-focused experiences where ads might disrupt engagement

Bottom Line

Sticky banners offer a practical solution for publishers looking to balance revenue and user experience. By keeping ads visible without interrupting content consumption, they provide value to all parties in the advertising ecosystem.

As WayToGrow notes, the key to success is thoughtful implementation that considers both monetization goals and user needs.

Remember, the best sticky banners are those that users barely notice while advertisers can't help but see the results.