Creative automation platform, Bonzai, has unveiled a new digital ad format designed to enhance ad viewability performance and user experience across desktop, tablet, and mobile devices.

The 'Fillboard' ad format is strategically placed at the top of the page for non-intrusive visibility and utilises Bonzai’s TruView technology to deliver high viewability.

Fillboard expands into a banner on page load and condenses to a narrow strip upon scrolling. The ad format is compatible across desktop, tablet, and mobile devices and offers nine size options for customisation. Fillboard also features Xpress Build Variants for quick campaign launch and efficient setup for contextual targeting on article pages.

Founder and CEO at Bonzai, Rahul Pandey, said: "With a keen understanding of how the slightest boost in user attention can bring significant gains in ad awareness, Bonzai Fillboard was designed with care. We are offering a solution that helps avoid outdated intrusive methods, prioritising contextual advertising that aligns with user intent. Moving away from formats that interrupt, cover site content or don’t work across devices, advertisers can now utilise Fillboard, a fresh way to connect with all their audiences and stand out in the crowded digital landscape."

The Guardian has partnered with Bonzai to adopt the Fillboard ad format, with initial testing showing promising results.

"Our long-standing partnership with Bonzai has played a pivotal role in shaping our vision for a product geared towards enhancing ad effectiveness. Close collaboration with the team has culminated in an ad format that ensures heightened viewability for our readers, thanks to its ingenious cross-screen experience. With initial testing already proving to have promising results, this new product in market will undoubtedly excite our advertisers," said Ash Tanwar, Head of Ad Operations at The Guardian.