for the Digiday Programmatic Marketing Summit, May 6-8 in Palm Springs.
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
Ipsy joins the WNBA craze as the official beauty partner of the Las Vegas Aces
The three-year partnership will see Ipsy’s logo show up on the Aces’ jerseys, on the free-throw line of the court and on the backboard of the Aces’ home court.
Ford and Nissan are embedding their brands in sports as they chase fandoms
Advertisers are rewriting the branded entertainment playbook for a sports-focused media landscape.
Media Briefing: Another AI threat emerges for publishers: the third-party scraper
A growing network of third-party web scrapers is fueling an AI content licensing market, where publisher content is scraped and sold.