Banners account for just 4% of entertainment mobile ads
Banner ads now account for just 4% of mobile ads run by entertainment brands as they turn to video and rich media according to a new report from Vdopia.
Over a year, mobile ad campaigns viewed by 23m people in the UK were analysed.
- The share of banner ads dropped from 14% to 4% in just six months.
- Video and rich media formats now account for 96%.
- The report also reveals that 10 second ads are the strongest performing formats, despite only accounting for 3% of advertiser spend.
The Video Performance Index (VPI) – a measure of the effectiveness of video ads by completion and clickthrough rates – shows that 10 second ads are 65% more effective than the average video ad.
Between them, 20 second and 30 second versions account for nearly three-quarters of entertainment brands’ mobile video ad spend but they’re 27% and 13% less effective, respectively, than the average.
(Click to enlarge)