We know mobile is hot, but which ad placements make the best impressions? Check out our infographic to compare the pros and cons of the five most popular types of ad placements in the mobile space today to determine which seems like the right fit for your customers!
1. Banner (Display) Ads: small advertisements usually at the top or bottom of the screen.
- Easy to create – Advertisers can push them out quickly
- Users can interact with the app uninterrupted (not annoying)
- Advertisers can target demographics based on past behaviors – A banner may appear for a user who visited your site earlier that day
- Not visually compelling on mobile – Small ads with small text on a small screen
- Low engagement rates – Standard IAB banners see an engagement of less than 1% on average, and even when there is engagement, 60% of those clicks are accidental
- 73% of people think banner ads are the most annoying form of advertisement
2. Interstitials: full-screen ads that block out the app’s other content. They often freeze on the screen for a few seconds until an “X-out” button appears.
- Consume the entire mobile screen
- Force users to interact by clicking out or clicking through the ad – Grab users’ attention and drive high conversion rates
- Hinder users from completing a desired action by forcing them to stare at the ad until they can click out – Can be irritating to users and lead to app uninstalls
3. Video Ads: ads that are around 15-30 seconds that occur during pauses in apps — such as between levels in a game — or even at random. In-app incentivized videos prompt users to watch short clips to redeem extra lives or currency within games.
- Users seem to accept non-skippable videos – Video ads were last cited to have a 13.64% click-through rate (CTR) on mobile.
- A study on “viewer abandonment” notes that almost a fifth of viewers click out of a video in the first 10 seconds. The rate doubles with videos that are slow to reach the punchline (It’s easy to look away from your phone in that time!).
4. Native Ads: digital content that blends seamlessly into an app or website.
- Do not disrupt user experience – Users might not recognize the content as advertisements, and if they do, they likely won’t care
- Not many apps are built with native ads in mind
- Since native ads are platform-tailored, they are difficult to produce at the same scale as banner ads
5. Rewards: appear during Achievement Moments when users are at their happiest. They take advantage of positive emotions to deliver relevant rewards in a non-disruptive way.
- In a recent study by IPG Media Lab, 84% of users preferred moment-based rewards.
- Rewarding the moment is a win-win. Users get real world rewards like discounts, coupons, and free product offers, and brands earn their trust while increasing engagement – These ads see 35% more engagement on average than standard banner ads and interstitials
- Some moments don’t perform as well as others