Cambridge, Mass.—Native and social rich-media are the best-performing mobile display advertising formats, according to Celtra's quarterly Mobile Rich Media Monitor Report.
The study analyzed more than 100 mobile rich-media campaigns that ran on Celtra's AdCreator platform in the second quarter, focusing on two key performance metrics—ad engagement rate and ad expansion rate. All of the ads studied were expandable banners.
The engagement rate for native ad formats was 39.1%, and the rate for social rich-media ads was 55.2%.
The expansion rate ranged from 0.36% on classic ad networks to 0.73% on data-driven premium ad networks.
Native ads delivered expansion rates/click-through rates (for static banners) of 1.4%, four times the rate of static mobile banners (0.35%), 10 times the rate of desktop rich-media banner ads (0.14%), and 14 times the rate of standard desktop banner ads (0.10%).