Mobile Advertising Formats, Traffic Sources and Inventory in 2014

Advertising within the mobile space successfully is all about tracking data, viewing trends, understanding what formats are working the best, and which ones are worth avoiding. With a bit of research, you can ensure that your advertising efforts don’t go to waste. In this article, we’re looking at a wide range of topics within mobile advertising in 2014 that can help you get to grips with where mobile advertising is heading this year.

Advertising Platforms & The Content Advertised

When it comes to advertising on mobile, there are two platforms to consider; tablets and smartphones. Unsurprisingly, impressions on tablets have been on a low, and smartphone impressions take up roughly 88% of all mobile ad impressions. Surprisingly though, despite ad impressions for tablets being considerably lower than that on handsets, tablet click-through rate for static ads has been shown to be 44% higher than CTR from handsets of the same ad format, according to Medialets’ latest report.

When it comes to rich media ads, it’s a different story, and whilst appealing to tablet owners may be useful for certain audiences, handsets are typically the way to go for mobile advertising.

The battle between rich media and static ads is a constant one, but many suggest rich media ads or a combination of the two have been proven to be more effective than just an advertising campaign that uses static ad formats.

There are also two other variables to take into consideration; mobile apps vs mobile web. Fortunately, reports have shown that mobile apps are the way to go in practically every circumstance, and impressions have been higher for apps with static ads and rich media ads. Picking mobile in-app advertising instead of diverting your efforts between apps and the mobile web should save you from overcomplicating things.


Different Ad Formats

As for different ad formats, mobile banners have proven to be effective for both smartphones and tablets, however, for rich media ads, tablets more commonly see more engagement from full-page and half-page ad formats. Mobile banners and typical 300×250 mobile ads seem to be effective for both static and rich media on handsets.

When it comes to choosing the right rich media ads, Medialets’ report suggests that expandable ads are used three times more commonly than standard rich media banners. That’s not to say that rich media banners aren’t effective, it’s just expandable ads can often yield much better results, which makes sense considering how versatile they can be.

Traffic Source and Inventory

When it comes to inventory for mobile ad traffic, both ad networks and publishers have dominated this space with a combined 80% traffic share. This clearly shows that finding a suitable ad platform is the best route to take as a new advertiser.

Whilst DSP and Exchange platforms have been outnumbered by various networks and publishers, they are certainly on a rise, in the last two quarters alone, a growth of 450-500% has been seen for both the aforementioned traffic sources.

Unfortunately, DSP has had issues with bots and other non-human traffic, making it a treacherous place to go, especially for those advertising on a budget.

Unsurprisingly, the highest impressions for mobile ads have gone to retail, and technology/telecom, which suggests that many smartphone users are looking to upgrade regularly or are using their mobile devices for shopping.

Despite impressions for retail being the highest, click-through rates for travel and entertainment is 60% higher than ads for other verticals. As expected, retail and technology/telecoms are close behind.

Hopefully this information has proven to be useful for you – remember, when it comes to advertising on the mobile space, research is key.

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