Key Takeaways:

• Anchor ads (also called sticky ads) remain fixed at the top or bottom of the screen while users scroll

• They typically achieve higher viewability rates than standard display ads

• Mobile anchor ads generally perform better, with some regions seeing up to 53% higher eCPM

• They're easy to implement through AdSense or Google Ad Manager

• The best sizes are 320×50 or 320×100 for mobile and 728×90 for desktop

What Exactly Are Anchor Ads?

You've probably seen them a million times while browsing on your phone. That little ad banner that sticks to the bottom of your screen as you scroll through content? That's an anchor ad.

Unlike regular display ads that disappear as you scroll past them, anchor ads (sometimes called sticky ads) remain "anchored" to a specific position on your screen - usually the top or bottom. This gives them a major advantage: they stay visible no matter how far down the user scrolls.

Here's what makes anchor ads different from regular display ads:

1. They remain visible during scrolling

2. They're typically placed at the top or bottom of the screen

3. They can be configured to be dismissible (users can close them)

4. They work on both mobile and desktop (but are especially effective on mobile)

Why Publishers Love Them

There's a reason these little sticky fellas have become so popular with publishers. Actually, several reasons:

Higher Viewability

The biggest benifit is obvious - they stay on screen longer. While standard display ads disappear as users scroll past them, anchor ads maintain their position. This translates directly into higher viewability metrics, which both advertisers and ad platforms value highly.

According to recent data, anchor ads can achieve viewability rates significantly higher than standard display units, making them attractive to advertisers focused on ensuring their ads are actually seen.

Better Revenue Performance

Let's talk money. Google has reported that mobile anchor ads in some regions have shown remarkable performance:

• In EMEA (Europe, Middle East, Africa): 53% higher eCPM and 50% higher CTR

• In APAC (Asia-Pacific): 28% higher eCPM and 34% higher CTR

• In the Americas: 32% higher eCPM

Those numbers aren't small potatos in the publishing world, where every percentage point of improvement matters.

User-Friendly Format

While some ad formats can be intrusive and annoying, anchor ads strike a decent balance. They remain visible without blocking content (as interstitials or popups might). Most implementations also allow users to dismiss the ad if they find it distracting.

How to Implement Anchor Ads

Getting started with anchor ads is relatively straightforward, especially if you're already using Google AdSense or Google Ad Manager.

For AdSense Publishers:

1. AdSense now offers anchor ads as an ad format

2. They're typically enabled by default for eligible sites

3. You can customize their appearance in your AdSense dashboard

For Google Ad Manager:

1. Create a dedicated ad unit for your anchor position

2. Set the size to common anchor dimensions (320×50/320×100 for mobile, 728×90 for desktop)

3. Use the Publisher Tag code to implement the ad on your site

Best Practices

To make the most of your anchor ads:

• Don't overdo it - one anchor ad per page is plenty

• Consider the user experience - make sure the ad doesn't cover important content or navigation

• Make them dismissible when possible to respect user preferences

• Test different positions - bottom anchors generally perform better than top anchors, but this varies by site

• Monitor performance through your analytics to ensure they're contributing positively

Common Mistakes to Avoid

Even with a relatively simple format like anchor ads, there are pitfalls to watch for:

1. Covering important UI elements - anchor ads shouldn't obscure things like navigation bars, login buttons, or other interactive elements

2. Using inappropriate sizes - stick with standard sizes like 320×50 for mobile

3. Forgetting about desktop users - while anchor ads shine on mobile, desktop implementations need different dimensions and considerations

Are Anchor Ads Right for Your Site?

While anchor ads can work for many types of content, they're especially effective for:

• Mobile-heavy traffic sources

• Content with long scroll depths (like articles or product listings)

• Sites where users typically spend more than a minute per page

If most of your traffic comes from desktop users viewing short-form content, you might want to explore other ad formats first.

Balancing Revenue and User Experience

As with any monetization strategy, there's a tradeoff between maximizing revenue and maintaining a good user experience. Studies from Coalition for Better Ads have consistently shown that users have a higher tolerance for anchor ads compared to more intrusive formats like pop-ups or auto-playing video with sound.

By keeping your anchor ads relevant, appropriately sized, and dismissible, you can achieve the revenue benefits while minimizing negative impact on user experience.

The Bottom Line

Anchor ads represent one of the more user-friendly approaches to display advertising while offering publishers the benefit of improved viewability and performance. For beginners just starting to optimize their site's monetization strategy, they're a relatively low-risk ad format to experiment with.

Remember: the goal is finding the right balance between monetization and user experience. Anchor ads, when implemented thoughtfully, can help you achieve both.

This article is part of our Monetization Minis series, designed to help publishers understand key concepts in digital advertising and website monetization.