How various mobile ad formats compare in terms of performance?

Publié le 8 Dezember 2019 | Catégorisé dans
addict mobile blog default blog 05
The global mobile inventory includes diversity of mobile advertising formats including banners (static or animated), native advertising, full screen interstitials, rich media content and videos. How should you choose the best ad format to suit your campaign objectives?

Banners

Addict Mobile - Strategy - mobile marketing visuals

Banners (static or animated) are the most popular advertising format, generally covering 1/5th of the screen and being displayed at the top or bottom. They also include a “call to action” button to convert clicks into actions (download, subscription, purchase, etc.). Click through rate (CTR) is generally between 0.8% to 1.5%.
  • Advantages: Available on all screens, large volumes, the cheapest format.
  • Drawbacks: the message is limited by the short space. Moreover, most users develop an unconscious resistance to the banner, called “banner blindness” syndrome. To overcome the lack of space and better attract attention from users, animated banners display up to three consecutive images in one banner.

Native advertising

Addict Mobile - Strategy - mobile marketing visuals

  Native advertising matches the form and function of the platform on which it appears. Thus, users handle advertising as a new content in their information flow. For example: Facebook Ads, Twitter or Yahoo, sponsored content from media stream, etc.
  • Advantages: less intrusive than other formats & better CTR (between 1% and 3%)
  • Drawbacks : multitude of formats, requiring to adapt advertising on a case-by-case basis.
 

Interstitials

Interstitials are visuals that cover the entire screen. They appear at key moments during navigation (opening, browsing between pages, etc.), and require a user action: click button to close the ad or swipe to move to the desired content.
  • Advantages: Thanks to a larger space and broader message, exposure and memorization rate are higher than on banners. Click through rate (CTR) can reach 4% on quality traffic. Interstitial may also offer animated & interactive content (rich media).
  • Drawbacks: very intrusive format. In addition, high CTR that may result from the difficulty to close the interstitial.

Videos

Video is a very popular format on mobile. During 15 or 30 seconds, the viewer experiences what we would get when clicking on the “call-to-action” button (mainly downloading the app), resulting in deep understanding of the advertised product. The message should be written in text due to the fact that video ads are often muted on mobile (many mobile users are listening to their music). Closing rules vary from allowing the viewer to skip the ad right from the start, to 3-5 sec mandatory viewing. Video ads are sometimes incentivized, rewarding users with virtual goods when watching the ads all the way to completion.
  • Advantages: higher user engagement resulting in better conversion rates (click> download and even click> in-app actions). In addition, share buttons at the end allow user to post the as on social networks, bringing virality potential.
  • Drawbacks: technical constraints (users need to have a good wifi or 3G / 4G connection), it is the most expensive format, often charged at CPV (cost per view), which makes the calculation of the CPI (cost per install) more difficult.

How to choose ad formats and optimize the performance of the campaign?

You should select the ad formats depending on your campaign objectives. For instance, if the main objective is to acquire large volumes of downloads, banner and native ads are the most adapted formats. However, if the goal is to achieve a high brand memorization rate, rich media (animated banner or interstitial) or video are much better. If the ultimate objective is to be profitable in the short-term, the best is to focus on CPI (cost per install) formats.

To achieve high volumes while keeping relatively low prices, it is essential to diversify acquisition sources as much as possible and use a mix of different formats.

Beyond the format choice, it is necessary to adapt the visual to all screen sizes (100+). Stretching a banner to make it compatible with all screen sizes is not a good idea: the result will not be attractive and the campaign might lose its credibility. Usually it is necessary to create twenty different visuals by adapting graphical objects for each visual (picture, text, button, etc.): a very long and tedious job. Addict Mobile technology could save you considerable time by creating several visuals in all sizes just in one click and automatically repositioning the graphic objects at the right place for each visual.

Addict Mobile - Strategy - mobile marketing visualsExample of banners with similar CTR (0.95% and 0.92%) but with different click-to-install rates: 24% and 14%.

Once you have all visuals in all sizes, it is crucial to perform A / B testing. We usually create between 10 and 15 visuals for the same campaign to compare their performances against various audience group. Even when two banners have similar CTR, they can have different click-to-install or click-to-in-app-action rates.

Technologies such as Addict Mobile can help you automate management of A / B testing campaigns to ensure a positive ROI.

ACTUALITÉS

Article en relation

addict mobile blog default blog 05

Cityscoot rolls out its app across Europe and is conquering new users with Addict Mobile

  Cityscoot is the number one service for self service electric scooters. Launched in 2016 in Paris, the brand has rapidly expanded to Nice, Milan, and Barcelona, offering more than 7000 scooters to all those who wish for an effective urban transport, face in the wind.   Addict Mobile supports Cityscoot in its European growth by managing user acquisition campaigns for its application with a cost per first ride objective.   Activated sources: Facebook, Google and Snapchat.       City Targeting, a challenge for mobile app acquisition   Broadcasting acquisition campaigns on a city scale implies several constraints:   – The more restricted the targeting, the higher the acquisition costs.   – The visuals must be adapted to the usage and routes of each city in order to maintain good transformation rates and thus reach performance objectives.         How to keep acquisition costs low with specific targeting?   By adapting the OS and sources to each city: depending on the results of the campaigns, Addict Mobile’s teams increase investments in the sources or OS that deliver the best performance.   By varying the optimizations according to the sources: on Facebook and Google, campaigns that are optimized […]

Publié le 7 April 2021

The mobile app ecosystem is consolidating!

The latest major changes in the mobile app ecosystem (privacy, Apple’s ATT Framework, maturity of advertisers.) are forcing players in the mobile ecosystem to offer the most complete service possible to cover the entire mobile marketing chain. Owning your first party data and therefore having your own data to monetize your audience and offer effective advertising campaigns is one of the major challenges of 2021’s ecosystem. Everyone wants to put their SDK in the apps to know their users and maximize the revenues of their campaigns. Lately, there have been a lot of acquisitions of AdNetworks, tracking tools, analytics tools and monetization structures. The ecosystem is consolidating, the companies are getting stronger.   Brief overview     Vungle mobile app install company acquires GameRefinery, a leading cloud-based mobile game analytics platform with deep contextual data sets and image-recognition technology that helps developers market, design, and monetize their mobile games. “GameRefinery’s deep contextual data will offer new ways for advertisers to find relevant audiences, using non-personal data such as player motivations, moods and styles and audience personas, for campaign targeting with no device level ID required.” “With upcoming changes on iOS 14 and the removal of the IDFA, advertisers are looking […]

Publié le 1 April 2021
addict mobile blog default blog 05

Soft launch: our tips to succeed this essential step in launching a mobile game (part 2)

In our first article we explained the importance of the soft launch for launching mobile games: identifying objectives and KPIs to track, determining a budget and time-line and, finally, developing ASO strategies to maximize conversion rates for your game. This second article focuses on which countries to choose for your soft launch, depending on your objectives and the insight you want to obtain.   Avoid audience burnout The choice of country for soft launching your app is crucial. In fact, we recommend that you avoid testing in the country in which you intend to officially market your game. This would be far from ideal. So you want to avoid launching the game in countries with the most qualified audiences.   If you attract a large number of qualified users to a game that they don’t like, which doesn’t motivate them or generate enough revenue, these players will be “unprofitable.” They simply won’t come back. Therefore, it’s best to delay releasing the game to this kind of audience until you have an advanced version.   This means avoiding the best geographical locations (= those generating the most revenue) which are best left untapped for the hard launch.  Furthermore, these locations, featuring […]

Publié le 29 März 2021

Nos bureaux