Ad Format 101: Recent Trends For Publishers
Display ads, interstitials, offer walls, rewards-based videos - We've tackled each and why recent trends in ad format are proving more valuable to publishers and brands.
As paid apps face greater difficulties gaining market traction, the in-app advertising model continues to grow and currently represents a $7.3 billion business. Understanding the differences between ad format types can help you carve a larger piece of the expanding ad spend budgets. Not all ad formats were created equally and some formats may be better for you than others.
The dinosaur of traditional advertising is the display unit - a static image placed within your app or game. Advertisers pay based on the amount of impressions delivered, by the thousands. Advertisers are less willing to spend premium dollars for display units as studies have shown users find them disruptive to their experience.
Another format, interstitials, are when a new page is displayed before the expected content page for about 10 or 15 seconds, then to the content page.
The third ad type we're looking at are offerwalls. Offerwall advertising allows users to earn points and items by signing up for exclusive offers. They can be easily implemented in your game or app - increasing engagement, CTR and average playtime while lowering attrition.
Finally, are opt in videos which allows users to choose to watch video ads directly inside the app or game. Once the end user clicks the play button, a shadowbox opens with a newly-designed video player and plays the video. Following completion of the video, the user can receive relevant virtual items/
Video and offerwall advertisements far outperform that of traditional, or image banner ads. A recent Juniper report Messaging, In-App and Mobile Internet Strategies 2012-2017, showed that immersive and entertaining experiences to attract the attention of the consumer is essential for marketers wanting to take advantage of the massive increase in app usage. In-game video ads offer brand marketers one of the best ways to run engaging, immersive creative cross-platform. As a result, in game and app video has becomes a part of Brand's overall marketing mix. In addition, the report highlights the fact that for the most part, video ad sellout rates are significantly higher than any other format due to their popularity.