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
Chasing U.S. growth, Tony’s Chocolonely focuses on a retail media and social blend
Premium chocolate brand Tony’s Chocolonely is focusing on retail media and paid social as it targets U.S. growth.
Creators are left wanting more from Spotify’s push to video
The streaming service will have to step up certain features in order to shift people toward video podcasts on its app.
The year the memes took over reality – and marketing followed
Subcultures aren’t niche anymore — they’re the culture. And for marketers, that changes everything.