February 21, 9 min read

Taking advantage of mobile ad formats in 2019

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Based on Liftoff researches, we’ll describe all the advantages and disadvantages of the best ad formats in mobile marketing.

Marketing evolves together with technologies. Mobile marketer recently published results about which advertising way is more effective: web or mobile. 

According to the results, mobile ads are 27 times higher than an internet campaign. Also, Statista showed that 52,2% of all the traffic was originated from mobile devices in 2018.

source: statista.com

It is obvious that users and advertisers use mobile devices for their own convenience. According to the recent comparison of the best mobile ad formats, we decided to stop on the five most effective. Mobile marketers will have the opportunity to attract consumers attention, if they focus on the five most forceful ad formats: banner, interstitial, interactive, video, and native.

We’ve based our article on the Liftoff researches about advertising performance trends and benchmarks in 2019. Why them? Well, because during the year they’ve been collecting all the data about different ad formats perform by comparing engagement rates and costs.

Based on Liftoff researches, we’ll describe all the advantages and disadvantages of the best ad formats in mobile marketing.

A short review of top 5 ad formats

Banner
The first online ad banner appeared 25 years ago. It was in the distant 1994 when the first banners went live with the HotWired.com website on the internet. It influenced the development of banner advertising, which remains relevant to these days.

For 25 years, specificity of banner advertising settings has changed significantly, today you can customize the advertising so that it was aimed at a narrow audience, devices or content (so-called microtargeting). 

For instance, Brad Parscale who served as a digital media director for Donald Trump’s presidential campaign in 2016, claimed that he was running through 50,000-60,000 variation of ads each day during the campaign, and all of them were targeted on different segments of the electorate. Here you have the power of microtargeting banner advertising.

However, the success of the banner is also influenced by its size. Marketers estimated that the best banner size takes 320x50. This is an optimal variant for reading on mobile screen. Small format works better than a tablet-optimized size (728x90). So, well thought out tricks and literate design can do a real miracle.

Interstitial Ads 
Interstitial ads are full-screen ads that cover the interface of their host app. Interstitial ads are one of the most popular mobile ad formats used by developers because of a high impression rate.

The ad appears between the contest, usually between game levels. Attitude to this type of advertising is 50/50, depending on the place where the ad is served, it can get a positive or negative reaction from users.

The pros of Interstitial ads are full-screen ads that capture the full attention of users and offer a large media canvas for creativity. They offer more space to display, rich content, and highlight a CTA button. The cons of interstitial ads are that often users can’t close the ad, or it’s placed in the wrong type of app and, thereby, advertisers get a lot of complaints.

According to Liftoff, the average time interstitials are 2-4 seconds. Interstitial ads can be found on desktop and mobile as both iOS and Android full-screen ads.

Video Ads 
Video ad plays a role as a storytelling medium between advertisers and users. It is a great way to appeal to our human emotions and senses. It’s really important to convey information to customers in seconds, unfortunately, many marketers use a long intro and can’t send the message through these few seconds.

The main purpose of video ads is to promote a brand, increasing the trust and loyalty among potential customers. In spite of Cisco predictions that by 2019 more than 80% of all internet traffic will be video, marketers from Liftoff don’t rush to conclusions.

Video content is really popular, but video ads still need to shake (work hard on its message). A simple step by step video that demonstrates the features of the product will bring better results.

Interactive Ads 
Interactive or playable ads are designed for users interaction. This type of ad offers users to test an app before installing it, like playing a game. For example, the app that allows users simple filters or other features in the ad. Users can see the features of the app by testing it on their photos.

Interactive end card is also a very popular type of interactive ad. The end cards add an additional layer of engagement at the end of regular 15-30 seconds video ad. For instance, after a certain level in the Candy Crush game, user can choose the candies.

source: ppchero.com

Even if a user didn’t install the app after seeing an interactive ad, advertiser is able to see the interaction path. This data decide a lot and allow improving the ad experience.

Native Ads 
Native ad is an ad that does not catch your eye immediately. It is logically woven into the text or information in the application. This type of ad doesn’t cause negative emotions from users. Usually, a good native ad is perceived as useful information.

In addition, native ad trigger positive brand association compared to display ads. Native ads are looking like a part of editorial flow on the page. The key of a native ad is that it doesn’t unobtrusive.

It's all good, but let's take a look at the effectiveness of all five types of advertising in numbers.

General feature comparison

source: liftoff.io

  •  Although banners don’t push the boundaries of creative tech, they offer wide audience coverage and easy interaction with affiliates. Unlike other ad types, banners don’t present any inventory scale issues.
  • Banners cost less than other mobile ad creative types, the average CPI is $2,31 and $6,18 CPA. Together with that, the banner ad features the second-highest ITA rate (only native advertising is ahead) of all ad types.
  • According to Liftoff, banners have a longer reach time than other ad formats (25-30 seconds). For comparison, interactive ads appear for 15-30 seconds, interstitial ads about 20 seconds, video — under 15 seconds, over 9 seconds.
  • Cheap and universal banners are suitable (and more common) for scaling campaigns. Banner ad provides fast load time and direct message. With these features and right targeting, you can boost your performance. Whereas a long animation loading only annoys users and down the value of ads.
  • As for interstitial ads, they are the second most expensive ad format (after video). The average cost per install is $3,37 and $10,68 per action.
  • Interstitials also have a fairly low ITA,5%. With this data they can convert users better than interactive ads, but a little down to the level of native (38,7%), banners (37,4%), and video (33,4%).
  • The highest price per install ($4,05) and per first-time post-install action ($12,16) are for video. Video ads are the most expensive ad type among others (considered by us). Together with that, video ads ensure high ITA (33,4%).
  • The average cost for CPI is $2,48 and $10,39 for CPA at the interactive ad. However, the ITA is the lowest (23,8%). Interactive ads are more popular among young people. The recent data form Verve showed that Millennials and Gen Z prefer that mobile creative to be fun and make them do some action.
  • Native ads are most easily perceived and less intrusive. The ITA rev is 38,7%, the average CPI is $2,96 and CPA $7,65 that shows the native ad is in demand and brings the highest install rate.
So what is the future of ad creative seasonal trends? Consider this in more detail.

Ad creative seasonal predictions

Historically it turned out that people recognize six core emotions: happiness, surprise, fear, anger, sadness, disgust. Advertising is based on these emotions in principle. Ads that make people share and buy are working on emotions.

Studies from Psychology Today showed that people rely on emotions rather than on information to make brand decisions. Emotional responses influence on person’s intent to buy. Which ad format causes more positive feelings among consumers and which season?

We’ll describe which ad format brings lower costs coinciding with high engagement rates.

Banner Ads

source: liftoff.io

According to Liftoff, during the Winter months and to midsummer the CPA decreases and engagement rates grow.


During the spring months, it is observed price increase for CPA and engagement rates remain average during the whole year. Also, Liftoff doesn’t recommend to use banner ad through Easter sales.


Interstitial Ads

source: liftoff.io

The costs on interstitial ads drop in May and during the early fall (August-October) the price rises, but engagement rates decrease below average. Don’t expect a high ROI with this type of ad.

Video Ads

source: liftoff.io

The highest engagement rates are during the spring (March-May) and June, and costs remain at a record low. The prices increase at the end of summer and till the early fall, but the acquisition rates reduce.

It is recommended to launch the ad on the holidays like Mother’s Day and Memorial Day.

Interactive Ads

source: liftoff.io

Interactive ads have good rating starting in May and till the late summer, they show high engagement rates and low costs. During November and until the end of the year the cost for CPA increases.

Native Ads

source: liftoff.io

In February engagement rates increase to 53% when costs on the ad drop. Native ad perfectly suits on Valentine’s Day (high ratings).

Midsummer offers to take a break, it doesn’t recommend to increase spends on this type of ad. From July till early fall the costs increase and engagement rates drop below average.

Final thoughts

Understanding the specifics of the five mobile ad types helps marketers find the best way of user’s satisfaction by appropriately at the right time. Video and interactive ads show higher performance rates at the top of the funnel, but they don’t convert as well as other ad creative formats.

Banner ads show the lowest ITI rates, however, it shows the best CPI, CPA, and post-install-engagement rates. Especially for Android, banner ad is the best creative solution.

Interstitials have a high price and aren’t so effective as other ad types. It will be more effective if you place them between levels in gaming apps. Native ads have the highest post-install conversion rate, especially on iOS.

Also, effectiveness of the ad depends on a season. For instance, the best time for banners are winter and summer, for video and interactive ads are effective during spring months and midsummer, and native ads suit better during cold period of the year.

Generally speaking, keep testing to know which way is the best for you to optimize a high-performing campaign.





February 21, 9 min read

Taking advantage of mobile ad formats in 2019

Based on Liftoff researches, we’ll describe all the advantages and disadvantages of the best ad formats in mobile marketing.

Marketing evolves together with technologies. Mobile marketer recently published results about which advertising way is more effective: web or mobile. 

According to the results, mobile ads are 27 times higher than an internet campaign. Also, Statista showed that 52,2% of all the traffic was originated from mobile devices in 2018.

source: statista.com

It is obvious that users and advertisers use mobile devices for their own convenience. According to the recent comparison of the best mobile ad formats, we decided to stop on the five most effective. Mobile marketers will have the opportunity to attract consumers attention, if they focus on the five most forceful ad formats: banner, interstitial, interactive, video, and native.

We’ve based our article on the Liftoff researches about advertising performance trends and benchmarks in 2019. Why them? Well, because during the year they’ve been collecting all the data about different ad formats perform by comparing engagement rates and costs.

Based on Liftoff researches, we’ll describe all the advantages and disadvantages of the best ad formats in mobile marketing.

A short review of top 5 ad formats

Banner
The first online ad banner appeared 25 years ago. It was in the distant 1994 when the first banners went live with the HotWired.com website on the internet. It influenced the development of banner advertising, which remains relevant to these days.

For 25 years, specificity of banner advertising settings has changed significantly, today you can customize the advertising so that it was aimed at a narrow audience, devices or content (so-called microtargeting). 

For instance, Brad Parscale who served as a digital media director for Donald Trump’s presidential campaign in 2016, claimed that he was running through 50,000-60,000 variation of ads each day during the campaign, and all of them were targeted on different segments of the electorate. Here you have the power of microtargeting banner advertising.

However, the success of the banner is also influenced by its size. Marketers estimated that the best banner size takes 320x50. This is an optimal variant for reading on mobile screen. Small format works better than a tablet-optimized size (728x90). So, well thought out tricks and literate design can do a real miracle.

Interstitial Ads 
Interstitial ads are full-screen ads that cover the interface of their host app. Interstitial ads are one of the most popular mobile ad formats used by developers because of a high impression rate.

The ad appears between the contest, usually between game levels. Attitude to this type of advertising is 50/50, depending on the place where the ad is served, it can get a positive or negative reaction from users.

The pros of Interstitial ads are full-screen ads that capture the full attention of users and offer a large media canvas for creativity. They offer more space to display, rich content, and highlight a CTA button. The cons of interstitial ads are that often users can’t close the ad, or it’s placed in the wrong type of app and, thereby, advertisers get a lot of complaints.

According to Liftoff, the average time interstitials are 2-4 seconds. Interstitial ads can be found on desktop and mobile as both iOS and Android full-screen ads.

Video Ads 
Video ad plays a role as a storytelling medium between advertisers and users. It is a great way to appeal to our human emotions and senses. It’s really important to convey information to customers in seconds, unfortunately, many marketers use a long intro and can’t send the message through these few seconds.

The main purpose of video ads is to promote a brand, increasing the trust and loyalty among potential customers. In spite of Cisco predictions that by 2019 more than 80% of all internet traffic will be video, marketers from Liftoff don’t rush to conclusions.

Video content is really popular, but video ads still need to shake (work hard on its message). A simple step by step video that demonstrates the features of the product will bring better results.

Interactive Ads 
Interactive or playable ads are designed for users interaction. This type of ad offers users to test an app before installing it, like playing a game. For example, the app that allows users simple filters or other features in the ad. Users can see the features of the app by testing it on their photos.

Interactive end card is also a very popular type of interactive ad. The end cards add an additional layer of engagement at the end of regular 15-30 seconds video ad. For instance, after a certain level in the Candy Crush game, user can choose the candies.

source: ppchero.com

Even if a user didn’t install the app after seeing an interactive ad, advertiser is able to see the interaction path. This data decide a lot and allow improving the ad experience.

Native Ads 
Native ad is an ad that does not catch your eye immediately. It is logically woven into the text or information in the application. This type of ad doesn’t cause negative emotions from users. Usually, a good native ad is perceived as useful information.

In addition, native ad trigger positive brand association compared to display ads. Native ads are looking like a part of editorial flow on the page. The key of a native ad is that it doesn’t unobtrusive.

It's all good, but let's take a look at the effectiveness of all five types of advertising in numbers.

General feature comparison

source: liftoff.io

  •  Although banners don’t push the boundaries of creative tech, they offer wide audience coverage and easy interaction with affiliates. Unlike other ad types, banners don’t present any inventory scale issues.
  • Banners cost less than other mobile ad creative types, the average CPI is $2,31 and $6,18 CPA. Together with that, the banner ad features the second-highest ITA rate (only native advertising is ahead) of all ad types.
  • According to Liftoff, banners have a longer reach time than other ad formats (25-30 seconds). For comparison, interactive ads appear for 15-30 seconds, interstitial ads about 20 seconds, video — under 15 seconds, over 9 seconds.
  • Cheap and universal banners are suitable (and more common) for scaling campaigns. Banner ad provides fast load time and direct message. With these features and right targeting, you can boost your performance. Whereas a long animation loading only annoys users and down the value of ads.
  • As for interstitial ads, they are the second most expensive ad format (after video). The average cost per install is $3,37 and $10,68 per action.
  • Interstitials also have a fairly low ITA,5%. With this data they can convert users better than interactive ads, but a little down to the level of native (38,7%), banners (37,4%), and video (33,4%).
  • The highest price per install ($4,05) and per first-time post-install action ($12,16) are for video. Video ads are the most expensive ad type among others (considered by us). Together with that, video ads ensure high ITA (33,4%).
  • The average cost for CPI is $2,48 and $10,39 for CPA at the interactive ad. However, the ITA is the lowest (23,8%). Interactive ads are more popular among young people. The recent data form Verve showed that Millennials and Gen Z prefer that mobile creative to be fun and make them do some action.
  • Native ads are most easily perceived and less intrusive. The ITA rev is 38,7%, the average CPI is $2,96 and CPA $7,65 that shows the native ad is in demand and brings the highest install rate.
So what is the future of ad creative seasonal trends? Consider this in more detail.

Ad creative seasonal predictions

Historically it turned out that people recognize six core emotions: happiness, surprise, fear, anger, sadness, disgust. Advertising is based on these emotions in principle. Ads that make people share and buy are working on emotions.

Studies from Psychology Today showed that people rely on emotions rather than on information to make brand decisions. Emotional responses influence on person’s intent to buy. Which ad format causes more positive feelings among consumers and which season?

We’ll describe which ad format brings lower costs coinciding with high engagement rates.

Banner Ads

source: liftoff.io

According to Liftoff, during the Winter months and to midsummer the CPA decreases and engagement rates grow.


During the spring months, it is observed price increase for CPA and engagement rates remain average during the whole year. Also, Liftoff doesn’t recommend to use banner ad through Easter sales.


Interstitial Ads

source: liftoff.io

The costs on interstitial ads drop in May and during the early fall (August-October) the price rises, but engagement rates decrease below average. Don’t expect a high ROI with this type of ad.

Video Ads

source: liftoff.io

The highest engagement rates are during the spring (March-May) and June, and costs remain at a record low. The prices increase at the end of summer and till the early fall, but the acquisition rates reduce.

It is recommended to launch the ad on the holidays like Mother’s Day and Memorial Day.

Interactive Ads

source: liftoff.io

Interactive ads have good rating starting in May and till the late summer, they show high engagement rates and low costs. During November and until the end of the year the cost for CPA increases.

Native Ads

source: liftoff.io

In February engagement rates increase to 53% when costs on the ad drop. Native ad perfectly suits on Valentine’s Day (high ratings).

Midsummer offers to take a break, it doesn’t recommend to increase spends on this type of ad. From July till early fall the costs increase and engagement rates drop below average.

Final thoughts

Understanding the specifics of the five mobile ad types helps marketers find the best way of user’s satisfaction by appropriately at the right time. Video and interactive ads show higher performance rates at the top of the funnel, but they don’t convert as well as other ad creative formats.

Banner ads show the lowest ITI rates, however, it shows the best CPI, CPA, and post-install-engagement rates. Especially for Android, banner ad is the best creative solution.

Interstitials have a high price and aren’t so effective as other ad types. It will be more effective if you place them between levels in gaming apps. Native ads have the highest post-install conversion rate, especially on iOS.

Also, effectiveness of the ad depends on a season. For instance, the best time for banners are winter and summer, for video and interactive ads are effective during spring months and midsummer, and native ads suit better during cold period of the year.

Generally speaking, keep testing to know which way is the best for you to optimize a high-performing campaign.





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