It is easy to become overwhelmed and confused with selecting one from several mobile ad types. But, as a publisher, is it necessary to include all the ad formats on the app?
It is critical to pose such questions and ensure growing demand for the format one intends to use. Otherwise, it would be equivalent to compromising the customer experience for nothing. Moreover, it is common knowledge that having the correct ad sizes/formats enhances CPMs, viewability, and engagement rates.
Place the ads in the proper positions, sizes, and layouts – 728x90, 300x250, and 300x600 are some of the best viewable ad sizes. Vertical ad placements such as 120x140, 240x400, 160x160, and 120x600, on the contrary, all make the list of the most-viewed ad sizes. Placing these ad sizes right is what makes them more successful. Top ad spots are more successful, particularly when positioned just above the fold.
The combination of size and position increases viewability by 25% to 40%.
Ad Formats and Sizes to consider
Banner ads
Banner ad is the most popular format owing to their ease of use and potential for better CPMs with strategic placement. This format gets typically presented in static ad units at the top or bottom of the device screen. Such banner ad sizes vary, however the most common banner sizes for smartphones are 320x480, 300x250, and 320x50, and for tablets, 728x90, 768x1024, and 300x600.
Out of these, the most commonly used banner size is 320x50.
This type gives a fantastic user experience since they are non-intrusive and do not distract users from the content.
So why try banner ads?
• Always in great demand
• Simple setup and optimization
• Users are not bothered.
• Higher CPMs are attainable with proper use of this type.
Native ads
As the name implies, these are consumer-centric that integrate organically into the environment of the location where they appear. Sizing may be inherited because native advertising mimics the look of the contextual environment. But it may be hard to access demand, and it may be best to attempt 320x480, 300x400, or other typical sizes.
This type is comparable to banner adverts, but it does not take up a predetermined amount of screen space or the entire display, and it is less of an eyesore and non-disruptive due to its 'natural' appearance and feel.
Why consider this format?
• Effective approach to monetize without interfering with the consumer experience.
• Increased demand.
• Increased ad viewability
• Increased interaction.
Interstitial ads
This full-screen ad type can be interactive and gets presented during transition points, such as when the app is loading or ending, between game levels when pausing, or when the user tries to navigate between sections in the app. The most typical interstitial dimensions for mobile devices are 320*480 and 480*320, and on tablets, 1024*768 and 768*1024.
Interstitial mobile ads get adapted from the web and precisely fit mobile devices. Advertisers get full attention from the users with this format and do not have to worry about incorrect click-throughs because advertisements show in between pages alone, without interrupting the viewer.
Why utilize this format?
• Higher CPMs owing to 100% viewability
• Increased demand from advertisers
• Easy to execute
• Higher CTR (Click-through Rate) than banner advertisements
• User-initiated
Rewarded ads
Rewarded video ads provide viewers with a value exchange in the form of a free in-app reward for viewing a video advertisement. The success of in-app purchases has been significantly tied to Rewarded Video Ads being one of the most favoured ways of mobile advertising. Ad lengths for most networks vary from 15 to 30 seconds. Google, on the other hand, allows Rewarded Video Ads to be up to 60 seconds long.
Why use this format?
• Users have total control over their advertising experience.
• Advertisers have access to a higher-performing format, like conventional video, and KPI - completion rate.
• Engaging ads that help publishers make more revenue.
Which mobile ad type is the best?
No rigid and binding laws imply one format is superior to another. Here are some important considerations to make while choosing an ad for the campaign:
• If a client is interested in static ads, full-screen interstitial ads will boost engagement and create more conversions.
• Banner ads have a poor interaction rate partly due to a condition called 'banner blindness', wherein the users unintentionally disregard the advertisements on top of their screen.
• Banner ads are an inexpensive and practical way for advertisers to disseminate product awareness as much as possible. Even if the conversion rate is low, one may ensure that the ad receives maximum exposure.
Conclusion
As a publisher, taking the essential steps to boost ad viewability can benefit ad revenue greatly. Although this strategy is unmeant to increase ad revenue, it will ensure that the ad inventory gets used to its full potential.
To maximize viewability potential, it is required to make significant changes to the website and try alternative ad sizes and locations. In other cases, this entails fixing delays or page-level flaws that frequently cause latency, followed by optimizing the site through A/B testing or a total design makeover.
If you are looking for solutions to optimize ad serving without breaking a sweat, get in touch with AdPumb now. Our tried-and-tested ad-serving techniques will help you optimize your in-app advertising with ease. Compared to traditional ad serving by Google AdMob and FAN, AdPumb ad mediation realizes 99.99% fill rates and eCPM optimization that can help earn 1.5-2x income.
