Though Less Effective, Standard Banners Still 97 Percent Of Mobile Display
User engagement with all mobile display growing says Celtra.
There are multiple ad unit types that are more effective than standard mobile banners. However the latter still comprises an amazing 97 percent of US mobile display advertising according to Celtra’s Q3 2014 Mobile Display Ad Performance Report.
Generally the report finds relatively high user engagement with mobile display across the board, as well as mobile video.
The company said that “video completion rate[s] reached a staggering 41.5 percent in Q3.” Accordingly, more than 40 percent of mobile users who engaged with video in mobile display ads watched the entire video.
Earlier this year, however, Celtra reported completion rates for both in-app and mobile web video ads in excess of 50 percent. Completion rates for PC video ads are comparable. Other sources have reported mobile video ad completion rates significantly higher than 50 percent.
Celtra said that 86 percent of its ads were served on smartphones, with the majority delivered in-app. In addition, a disproportionate number of ads were served on iOS devices in Q3.
Celtra also reported that that the ad units producing the highest user engagement were its “smart video” ads. However those represented only 1 percent of ads served in Q3. By contrast standard mobile banners and interstitials were the overwhelmingly dominant form of mobile display advertising according to the company.
In my mind this is reflective of the general lack of imagination and creativity in mobile ad creative.