Banner ads face extinction on mobile
Banner ads account for a small 4% of mobile ads run by entertainment brands, as the market moves towards rich media formats to compliment the growing consumption of video thanks to smartphone technology.
Banner ads account for a small 4% of mobile ads run by entertainment brands, as the market moves towards rich media formats to compliment the growing consumption of video thanks to smartphone technology.
Vidopia analysed entertainment mobile ad campaigns viewed by 23 million people in the UK over a year.
The study found that the share of banner ads dropped from 14% to 4% in just six months. Video and rich media formats now account for 96%.
“The mobile ad landscape transformation from static banners to more engaging and interactive video and rich media formats is astonishing,” says Farzad Jamal, Vdopia’s European Vice President.
“However, it’s not surprising to see entertainment brands embracing this. Almost 23 million¹ Britons view entertainment content via smartphones, they’re over 40%¹ more likely to recall ads than the average smartphone owner, while the sector accounts for 15%² of UK smartphone app time – behind only social and games.”
The report also reveals that 10 second ads are the strongest performing formats, despite only accounting for 3% of advertiser spend.
