The evolution of display advertising

This study, which compares two key performance metrics of mobile rich media ads and desktop display ads, shows a clear correlation between performance of the ads, quality of the publisher environment and sophistication of the format. Native ads deliver more than 4 times higher expansion rate or CTR than static mobile banners, and more than 12 times that of desktop banner ads.

The most advanced ad formats, such as Social Rich Media, are clearly demonstrating mobile display ads’ huge and still largely untapped potential for successful and effective brand advertising.



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