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
How publishers are choosing which LLMs to use
Publishers are prioritizing ease of integration when it comes to choosing which LLMs to use to build products and features powered by generative AI technology.
Fragmentation comes to search advertising as marketers grapple with shifting search behavior
Search ads are changing. Here’s how marketers are preparing for a new search landscape.
Remote work is now the top requested workplace accommodation
It comes as more major companies shift away from the hybrid arrangements they were in last year, and are requiring staff to work from offices five days a week.