The Difference Between Push Ads and In-Page Push Notifications

New digital ad formats are developed every year and affiliates that get ahead of these trends usually get the most out of their campaigns. 

Push notifications were once an innovative format that changed the way marketers communicated with consumers. Although still effective, push notifications have been around for a while, so they have lost their novelty factor to both consumers and affiliates. Now, the spotlight is shining on in-page push notifications, a new type of ad that provides the benefits of conventional pushes while eliminating some of the setbacks.

Let’s take a look at in-page push notifications, how they work, and what marketers need to know to build a solid campaign.

What We Know About Push Notifications

Before going over this new ad format, it’s worth examining what we know about push notifications. Since their inception, push notifications became a crowd favorite because it allowed for the delivery of ads in a friendly, familiar way. Although the format has lost some of its appeal to consumers, it’s still one of the best options for industries like dating and for affiliates as a whole.

From a statistical perspective, the average reaction rate to a mobile push notification is 7.8%, divided into 10.7% for Android users and 4.9% for Mac OS users. Some gaming companies have even reported an average click-rate of 31% on some push notification campaigns, so a well-crafted ad can generate a monumental amount of engagement.

There’s no doubt that push notifications can still yield impressive results, but these have also paved the way for one of the newest formats available – in-page push notifications.

Defining In-Page Push Notifications

In-page push notifications are similar to traditional pushes, with the difference that they are displayed directly on the page. Also known as floating push notifications, these appear on the upper right-hand side, include a headline, short ad copy, and a small image.

While the differences with traditional push notifications may seem trivial at first, there are many benefits to this setup, including:

Displayed Directly on the Website

Traditional push notifications are shown at the browser level, whereas in-page notifications are part of the publishing site’s script. All users have to do is visit a website and they automatically become a candidate for in-page push notifications.

Compatible with All Devices

Marketers have been looking for ways to use push notifications to target Mac OS users and this new ad format finally provides a good solution. In-page pushes are designed specifically to reach all Mac OS and iOS browsers across every device running on this platform. The best part is that this segment is not familiar with this format, so you can target a new market with a proven approach.

Subscriptions Aren’t Necessary

Unlike traditional notifications, users don’t need to opt-in or subscribe in order to get a push. They receive them as part of the site’s content, which can magnify the reach of your ads.

No Option to Unsubscribe

Because there is no need to subscribe, users can’t unsubscribe from receiving this ad format. With this in mind, remember that the best way to convert traffic is to generate quality traffic. Instead of settling for mediocre content, use this opportunity to curate well-thought-out campaigns

So, Which One is Better?

The truth is that both ad formats can provide great results because they are extremely similar, albeit with one key difference. Floating push ads are slightly different because you can curate longer ad sequences without fear of users unsubscribing. 

Not only this, but because they target consumers with Apple devices and users who have never opted into a push notification, in-page pushes allow access to a relatively untouched market. For affiliates that believe these differences will have a huge impact, it’s worth testing the waters and checking out this new type of traffic.

How to Craft a Successful Floating Push Ad

From a visual perspective, floating push notifications are the same as conventional pushes. They appear on the upper-right hand side of users’ screens and contain three elements we mentioned earlier, which are a headline, text section, and small image. Users can’t unsubscribe, but they can leave a website if they dislike your ads, so remember to always: 

• Provide Value to Users: The ad copy or landing page content should offer content that users deem as valuable, either in the form of entertainment, functional data, or tools.
• Stay In Context: Keep the publishing platform’s content in mind so that your floating push notification feels more natural.
• Format Your Creatives Properly: The images allowed on the ads are very small, so they should consist of a logo, a picture of the product on a small background, or a similar alternative.

Learn More About Floating Push Notifications and Other Formats

If you want to find out more about floating push notifications and other innovative ad formats, stay tuned to our blog or contact our team today and we’ll be glad to help.