Mobile Display Ad Market Improves Ahead of Holiday Season
Celtra analyzed nine of the largest verticals, from automotive to entertainment, finding the latter had the highest share of impressions this quarter.Banners ads saw a 14 percent higher engagement rate and interstitials ads saw an 8 percent higher engagement rate in the third quarter, while the ad engagement rate for expandable banners is 0.87 percent, 10 percent higher than in Q2, mostly due to higher engagement rate on bigger screens such as desktop and tablet this quarter, according to Celtra’s latest report. The reveal banner is also proving its success with an ad engagement rate of 1.75 percent, significantly outperforming both banners (1.14 percent) and expandable banners (0.87 percent ad engagement rate). "Higher ad engagement rates are the result of marketers recognizing the importance of creative and message in their advertising - taking full advantage of the HTML5 capabilities and creative technology to build creatives that are engaging, fun and offer a good user experience," Matevz Klanjsek, co-founder and chief product officer at Celtra, told eWEEK. The report found the user-initiated video completion rate (Banner: 49 percent, Expandable: 52 percent, Interstitial: 52 percent) was 8 percent higher than in the second quarter, with user-initiated videos in interstitials posting the biggest change this quarter, with a 16 percent higher video completion rate than in Q2.
The ad engagement rate for expandable banners on desktop is now 3.14 percent, 2.6 times higher than in Q2, with the report noting a higher desktop engagement rate is a reflection of more and more creatives using mouse-over as an engagement.