This study, which compares two key performance metrics of mobile rich media ads and desktop display ads, shows a clear correlation between performance of the ads, quality of the publisher environment and sophistication of the format. Native ads deliver more than 4 times higher expansion rate or CTR than static mobile banners, and more than 12 times that of desktop banner ads.
The most advanced ad formats, such as Social Rich Media, are clearly demonstrating mobile display ads’ huge and still largely untapped potential for successful and effective brand advertising.
More from Digiday
Nike versus Adidas: Which brand won the World Cup?
We sift through data from AdClarity, Meltwater, Sprout Social and MediaRadar to work out which brand had the best World Cup performance.
W3C Attribution API prompts debate over the future of web measurement
The proposal aims to provide a browser-based mechanism for measuring advertising performance without relying on cross-site tracking.
As AI automates media work, Omnicom Media is rethinking the agency business model
AI won’t eliminate agencies, but it is forcing them to reinvent themselves. Omnicom Media Group is betting the future lies in strategy, data and capability, not scale alone.