banner ads

Rich media mobile ads are four times as effective as banner ads: report

Rich media mobile ads are up to four times as effective as standard banner ads in terms of clickthrough rate, according to a new report from Opera Mediaworks.

The study also found that in-app mobile ads are an average of 1.7x more effective than ads on the mobile web.

Rich media ads achieved a CTR of 1.53% when displayed in an app and 1.12% on the mobile web. In comparison, standard banner ads achieved CTRs of 0.39% and 0.32% respectively.

Native advertising: whatever it is, it shouldn’t be PR

More and more publishers are rushing to embrace native advertising, and for good reason: advertisers are eager to spend money on it.

While there’s debate and discussion around the exact definition of ‘native advertising’, publishers and advertisers are quickly learning that ads integrated into the user experience, often to the point that they’re not immediately distinguishable as ads, come with challenges.