Which advertising format pushes down the existing content of a web page to display the ad?

The format that pushes down the existing content of a web page to display the ad is known as a push-down ad. This type of advertising unit is designed to initially show a smaller ad unit, which, upon interaction or after a predetermined time, expands downwards to reveal a larger creative section while simultaneously pushing the main content of the web page down.

The result is a noticeable impact on the layout of the page, as users can see the ad without it overlaying the page content. This format is particularly effective for grabbing user attention while allowing them to still engage with the site content, just lower down the page. This push mechanism can increase visibility and engagement with the ad compared to formats that do not alter the existing layout.

In contrast, other ad formats such as billboards typically occupy a fixed space at the top of the page without displacing current content, while multi-directional expanding ads and peel-down ads work on different interactive principles that either expand in multiple directions or peel away from an underlying element, rather than pushing content down.