The concept of ad viewability defines how visibly appealing an advertisement is and what type of user attention it gathers. As per the Internet Advertising Bureau's (IAB) standard, a viewable impression is defined when a banner or an ad creative is displayed on screen for more than one second and covers a minimum of 50% of the screen. But is this the most effective way of getting viewability or are there other options on mobile ad types and sizes?
App publishers and marketers are always on the hunt for newer, innovative, and better ways of adapting the finest digital ad sizes and increasing viewability. The idea is to understand IAB's growing mobile ad units to surge the in-app advertising revenue.
How To Ensure Viewability of Mobile Ad Formats?
Ensuring and enhancing in-app ad viewability means increasing the overall number of visible views rather than ads clicked. For an in-app advertisement to be regarded as viewable, the content should be within the app's viewing area for a certain amount of time.
Likewise, the DAU and the MAU of a mobile application are also critical parameters through which publishers optimize and ensure viewability. Moreover, it also contributes to the ad’s effectiveness and improves the advertiser’s experience. Due to this, advertisers are ready to pay extra for certified viewable ads.
It is apparent that both users and marketers are more interested in mobile ads. Hence, inculcating the correct ad formats and ad sizes on your mobile application is a must. This does not only appeal to advertisers but also shows results in terms of ad impressions. Furthermore, having the correct ad sizes and formats enhances your CPMs, page views, and audience engagement.
Now that you know about the concept of viewability and how you as a publisher can ensure the viewability of ad formats, let’s take a look at the best mobile ad formats and sizes in 2022.
The Best Mobile Ad Formats and Sizes in 2022
It's easy to be overloaded and confused with everybody creating their own rich-media advertising network types. But, as a publisher, would you really have to show your users all the types of available ad formats? The answer to it is no!
Each App is different and app publishers need to ascertain what works best for them. If you are also contemplating which ad format works best for you, inquire about the various formats and see whether there is a growing demand for them. Otherwise, you would be compromising the customer experience. Let's start with the conventional ad formats as well as ad sizes that are used by purchasers all over the world.
What are some examples of common mobile ad formats?
- Banner Ads on Mobile Devices
- Video Ads
- Interstitial Ads
- Native Ads
- Rich Media Ads
- Rewarded Ads
- App Open Ads
1. Banner Ads on Mobile Devices
The most common and commonly utilized ad format for monetizing mobile traffic is compatible mobile banner advertisements. When it comes to mobile advertising, both publishers, as well as advertisers, rush to banner ads. However, you might expect some difficulties from ad scammers when running IAB banner ad units.
So why would you give it a shot?
- Always in high demand.
- Setup and optimization are simple.
- Readers are not bothered.
- With the correct advertising deals, it is possible to get higher CPMs.
What are the most effective mobile banner ad sizes?
Whenever it comes to mobile advertising, there are three ad unit sizes to choose from 300*250, 320*50, and 300*50.
All in all, 300*250, popularly called a "medium rectangle", has been shown to benefit publishers. Google listed the ad unit size in its list of "Top Performing Ad Sizes".
Initially, Google's ad policies prohibited publishers from displaying the 300*250 units just above the fold. But you can do so now. Marketers would've been prepared to pay more because visitors would see the advertisement as immediately as they opened the webpage.
Sizes of the Most Common Display Banner Ads
We abide by the ad banners listed above. However, if you want to know what additional possibilities are there to attempt, you can look at the most frequent digital advertising banners.
Therefore, popular ad sizes will have higher demand, resulting in the highest fill rate and eCPM. Here are the most typical mobile ad banners, as suggested by Google.
- Rectangle inline (300 × 250)
- Leaderboard for mobile devices (320 x 50)
- Large mobile banner (320 x 100)
- Square banner (250 x 250)
- Small square banner (200 x 200)
Yet, you must exercise caution when it comes to advertising strategy. We recommend that you follow Google's advice.
All three basic mobile banners improve click-through and interaction rates.
2. Video advertisements
These are among the industry's quickest-developing ad types. As people watch more media content each day, businesses have already begun to pour marketing dollars into video commercials. Furthermore, video commercials may tell a story, and brand memory is far higher than with banner ads.
Why should you give it a shot?
- The fastest increasing advertising format
- Provides the highest CPMs to publishers.
- Improved user experience
- Captures the users' attention
What are the most effective video ad sizes?
You may count on - 320*480 and 480*320 for mobile video advertisements. You can also broadcast out-stream video advertising in 300*250 units. They can all produce higher CPMs & video completion rates (VCRs).
3. Interstitial Ads
Interstitial advertisements give rich interactive ads to mobile app consumers. Interstitial adverts are intended to be inserted between pieces of content, thus they work best at natural app transfer points.
They provide compelling content, a call to action, and cover the entire mobile screen. These types of adverts are more widespread in gaming apps and sites where consumers must interact often.
You can use the larger version or choose from several usual sizes. In terms of demand, advertisers seeking conversion (rather than brand awareness) are progressively testing the interstitial form.
Why should you employ it?
- Can provide greater CPMs due to 100% viewability
- Increased demand from advertisers
- Simple to implement
- Higher CTR than banner ads.
- User-initiated
What are the most effective mobile interstitial ad dimensions?
Using 320*480, or 480*320, interstitial ads can function effectively.
The most common size for an interstitial ad is 320*480. However, it grabs the entire screen of the smartphone and halts the user. As a result, you should be using them cautiously.
Use caution when employing pop-ups because Google may disable advertisements on your site if you do not adhere to Google AdMob’s policies. You need to learn about using Google Ad Experience Report to ensure that you are not breaking any rules.
4. Native Ads
Mobile native ads blend very seamlessly with the app’s content. They are the least invasive and most subtle type of advertising. However, they have been shown to generate more views and interactions than other sponsored content types.
Most of the time, visitors will interact with the information without understanding it is an advertisement. CTRs can reach as high as 50% if the adverts match the subject of the page.
Why should you give it a shot?
- The best way to monetize without interfering with the customer experience.
- Demand is increasing.
- Increased ad viewability and interaction.
What are the most effective native ad sizes?
When it concerns native ads on smartphones, 320*480 is a good option. You can, however, use various advertising unit sizes that really are native to your content. However, accessing the needs will be more difficult in this manner.
5. Rich Media Ads
Rich Media Ads are advertisements that include rich formats including videos, GIFs, and sound. A customer can engage with the webpage or even accomplish the planned activities without leaving it. Rich media advertising is typically served by merging showcase and pop-up adverts.
Rich media forms like Expandable advertisements, which are common among app producers, are also employed on the mobile internet. They provide a better platform for advertisers to fully promote their service/product.
According to a study conducted by the IAB and comScore, rich media advertising enhances customer engagement by 79 percent, brand recall by 18 percent, and message recall by 23 percent.
Furthermore, 43 percent of respondents stated that rich media ads capture their interest better than banner ads. However, it is critical to reduce the amount of advertising to a minimum in order to avoid bounces and user dissatisfaction.
Why should you give it a shot?
- Higher CPMs and CPAs than other ad forms (excluding video ads).
- Gets past banner blindness.
- Works nicely in the correct setting.
What are the most effective Rich Media Ad Sizes?
The best choice is to use expandable advertising with a resolution of 320*480.
6. Rewarded ads
Rewarded advertisements are commercials that viewers can choose to view in return for an in-app benefit, such as watching clip ads to obtain an additional life in a game, reading a news story, or using Wi-Fi at an airport. These ad interactions can increase user engagement and provide a significantly better app experience.
According to a recent Google survey, 50% of users said they'd be less pleased with their app support if rewarded adverts were removed.
When addressing the development of a reward, consider what would be most valuable to users at that time. Always ask yourself, "Where is the optimum spot for a user to see an advertisement so that it enriches — rather than detracts from — the customer experience?"
Why should you give it a shot?
Users have complete control over their ad experience.
Advertisers gain access to a higher-performing format, including traditional video KPIs like completion rate.
Publishers can generate more revenue by using engaging advertisements.
What are the most rewarded Ad Sizes?
Choose all of the intermediate sizes: 320x480, 480x320, 1024x768, and 768x1024.
7. App Open Ads
App open advertising aid in the monetization of your mobile app loading experience. Whenever a user accesses or returns to your app, app open adverts are served.
App open advertising is specifically designed to blend in with the app open or app switch environment. For this placement, the distinctive app open ad style provides the optimum user experience.
App open ads are designed to appear when your users bring your app to the forefront and can be closed at any time. Keep in mind that the format may differ depending on the region.
Why should you give it a shot?
- These types of ads are frequently more viewed and hence more effective than almost any other type of sponsored digital outreach and acquisition available today.
- There are no ad blockers.
- Targeting Audiences With High Precision
What are the App open Ad Sizes?
Line items for phones must be 320x480 (Mobile Portrait Full Screen) and/or 480x320 (Mobile Landscape Full Screen).
Ad Units for Mobile Rising Stars
The IAB announced new ad units that will serve as a "canvas for the next evolution of cellular advertising". Because they are newcomers to mobile ads, not a lot of ad exchanges provide the format, and demand is modest. As a result, we have added it here so you can keep a close eye on them:
FilmStrip
This mobile filmstrip is indeed a rich media ad unit with a resolution of 320*250 that grows to fill the entire screen and enables the marketer to create a story. A client can slide five different types of media into a single banner.
Banner Adhesion
Adhesion banners are persistent ad units that lie on top or bottom of the smartphone screen and can be enlarged to fill the entire screen in response to user action.
Sliders
Sliders are stubborn ad units that remain at the end of the screen. It does not hinder the user in any manner. After sliding, the user would be able to view the ad, including the call to action. Because mobile ad dimensions are relatively small, ad units are employing user initiation to take up the entire screen, guaranteeing the brand information is displayed clearly and efficiently.
The Bottom Line
As we constantly say, there is no such thing as a one-size-fits-all answer in an advertisement. You should employ a data-driven strategy.
You should investigate, explore, and finally settle on the best ad types and ad sizes for increasing CPMs while also improving the experience for users. This item will be useful whether you use display advertising networks or programmatic sellers (SSP). It is up to you to select the appropriate ones and disregard the rest.
