The rise of viewability on mobile is already having a big impact on the designs of publishers’ mobile sites.
While the industry has yet to settle on a permanent mobile viewability standard, media outlets are nonetheless tweaking their ad placements to get in line. The most prevalent trend is placing the ads high up on the page, where readers are likely to see them on first glance.
Optimizing mobile ads has become an urgent task for publishers, which are seeing 50 percent of their traffic or more coming from mobile devices. Mobile revenue, on the other hand, has yet to catch up. As a result, publishers are trying to close the gap by cramming more ads onto pages. Current viewability standards were created with desktop in mind, not mobile. So publishers are still attempting to crack the best formula for a mobile viewability standard that doesn’t yet exist.
So, how much important for publishers to grab the advertising in their mobile site. But what kind of advertising type will be suitable for publishers that take more consumer centric and do not sacrifice their visitor’s user experiences nowadays?
And Dewina will explain some available format and common used by mobile advertising service right now.
Still the most popular mobile ad format, the banner ad uses an unobtrusive “banner” at the top or bottom of the screen which features relevant text and graphics. Banner ads rely heavily on brand recognition, with little space to provide detailed information. Its a simple and safe way for a brand to get their name and product viewed by as many people as possible.
Native ads are ads that don’t really look like ads. Rather than present a banner with relevant information, native ads attempt to seamlessly integrate with the publisher’s app. The ad format mimics that of the original app format for optimal user experience.
Video ads are simple in their concept yet complex in their execution. They are literally videos that play either while a user opens or interacts with a mobile application. They require a substantial budget, but offer a high level of user engagement.
Interstitial ads are interactive ads that display across the entire screen, often while an app is loading or after an app is closed. Interstitials offer users a chance to partake in high-level engagement with an advertisement’s product, often featuring compelling and creative call-to-actions.
Interactive, highly dynamic ads that are limited only by the advertiser’s creativity (and budget). Rich media ads specialize in creatively engaging with users to generate high CTR and conversions.
Then based on mobile ads type above, if the objective was consumer trend, which one you will implement whether you are a publisher or an advertiser?
Quote by The U.K.’s Internet Advertising Bureau is owning up to what a lot of people have known for some time: Banner ads don’t work. “We put banners like outdoor posters onto a medium which is totally interactive. We’re learning now that it doesn’t work.” Did this ever work? “It was the only option,” said O’Brien. (senior industry programs manager at the IAB) .
Native advertising is one alternative. “The future of digital advertising is being built on content; that’s what’s going to fund this medium in the future,” said O’Brien. Her comments come on the day the IAB released its U.K. Digital Adspend report, conducted by PwC, for the first half of 2015. It found that native advertising accounts now for a quarter of all display advertising. Revenue from native advertising has grown by 50 percent since the second half of 2014, accounting for £325 million.
Seeing the way of user’s interact and consumption, it is very clear that native ads is one of the most objective and effective mobile ads type nowadays.
However about the type, as an advertiser and publisher, of course you should keep communicate to your user, and always see something from user’s perspective before making an advertising objective. So, what kind of mobile advertising that will be suitable for you?