According to a study by Trusted Media Brands, a global media and direct marketing company, video ad formats will eclipse banner ads on mobile. With the help of Advertisers Perception, the company surveyed 283 U.S. Marketers and advertisers, and asked questions such as:
- Will video become the predominant ad format in mobile?
- Can native advertising overtake the banner on mobile platforms?
- Why use video and native at all?
Last year, display banners were the most used mobile ad formats by marketers and advertisers — followed by native and rich media formats. But this this year, use of display banner ads is set to drop by 18%.
The Benefits of Mobile Video Ad Formats
Advertisers are planning to increase their use of mobile video ad formats, and pre- and mid-roll videos in particular. They cite “increased brand awareness” and “better engagement” as the leading benefits of using mobile ads.
Native mobile ad formats will take 3rd place in 2016
Survey participants cite native ads as “less intrusive” and indicate that they deliver a more authentic brand voice. But despite their popularity, native ads will see a slight drop in usage this year. Reasons include the difficulty of measuring success with native ad formats, paired with the effort needed to produce this type of ads.
Other Mobile Ad Formats
Though video and native might take over in 2016, other formats are quickly rising in popularity, notably the IAB rising Stars. One benefit of this type of ad format is that consumers are 3 times more likely to interact with an IAB rising star format than legacy formats, according to eMarketer.
It’s clear that advertisers prefer video and native ad formats to simple banner ads owing to their ability to engage mobile users and their impact on brand metrics. Publishers also benefit from these two formats. Mobile video ads command higher prices compared to their desktop counterparts, while native CPMs are four times higher than banner ads.
Which mobile ad format are you planning to use more or less of in 2016?
Let us know in the comment section below.