Make your ads visible
Have you ever noticed where your eyes focus when a page loads? Probably on the top of the page, which appears to be the perfect place to locate a banner. The advantage of the pushdown banner is that it moves the content down, giving more space to the advertisers' message. Performance data shows that pushdown banners tend to receive ample attention from users. With a dwell rate of 7.7 percent, nearly eight of every 100 impressions will receive an engagement lasting more than one second.
Adidas did a particularly good job with its pushdown banner. When the page loads, the banner expands and the ad presents three football players. This immediately grabs the users' attention. The ad asks users if they would like to win two game tickets to support Spain in-person. Then users click on the blinking words and enter their names, which will appear on the player's shirt. Users can choose one or more players, turn on their webcams, and become part of the ad and appear inside the game. This ad also combines social features, in which users can record themselves, replay, and share on Facebook.