Larger Smartphone Screens Drive Mobile Ad Growth
Overall, mobile devices tend to have higher viewable rates than desktops, while tablet devices deliver higher viewable rates than smartphones.Banner format impressions are gradually increasing over time and already represent almost a third (30 percent) of all quarterly requested impressions, according to Celtra's latest Mobile Display Ad Performance Report for the first quarter of 2015. The report offers a look into the key takeaways from a breakout analysis of mobile display advertising products and found there are big differences in video completion rate depending on video play setting—user-initiated and auto-play. The share of impressions in Web browser environments was at its all-time highest this quarter at 44 percent, while the highest Interactive Advertising Bureau (IAB) viewable rates were reported for the interstitial format—interstitials are Web pages displayed before or after an expected content page, often to display advertisements. The report also found the entertainment industry represents nearly a quarter (23 percent) of all quarterly requested impressions, while the food and beverage industry is the second largest industry by traffic this quarter with 13 percent of total impressions.
Engagement time—time spent on an ad unit—was steady at around 5 seconds for an interstitial and 5 seconds lower than in the fourth quarter when it came to an expanded ad unit.