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Adaptive ads perform best according to Appsnack research from Exponential Interactive


By Gillian West | Social media manager

July 17, 2013 | 2 min read

Ads that automatically adapt to the size of the screen are more appealing to both consumers and advertisers, according to research by Appsnack, the mobile advertising specialist owned by Exponential Interactive.

According to the research consumers were four times more likely to click on adaptable ads, with advertisers six times more likely to choose ad formats that automatically adapt to the size of the screen rather than standard industry sizes.

The analysis of mobile ad campaigns run by Appsnack in Q1 of this year, showed that 86 per cent of ad impressions on mobile and tablet were accounted for by the ‘Snackbar’ format, which automatically formats itself to 10 per cent of the screen’s size, compared to 14 per cent for standard IAB units, which do not.

‘Snackbar’ ads also accounted for 96 per cent of clicks, with standard ad units only accounting for four per cent of clicks despite being 14 per cent of ads viewed. When it comes to rich media, small screens outperformed larger ones, with the 300 x 250 ad format resulting in the highest number of clicks. For non-expanding units, the bigger the better, with the 728 x 90 size garnering the highest CTR.

Tablet users were found to be 24 per cent more likely than their smartphone counterparts to click on ‘Snackbar’ ads, with the tablet click-through rate at 2.75 per cent compared to 2.22 per cent. On expanding formats smartphone users were 26 per cent more likely to activate these types of ads to full size than tablet users (3.28 per cent and 2.61 per cent respectively). The results suggest this is partly due to the smaller screen of a smartphone as well as the brief, precise and direct messaging that consumers are looking for whilst on the move.

“Advertisers are increasingly moving to mobile ads that can automatically adapt to whatever screen size a person is using…We are just beginning to define what ‘success’ means in a mobile campaign. These results indicate the industry should be shifting focus more towards brand awareness campaigns as the technology behind mobile ads improves to boost impressions, consumer engagement and, ultimately, brand value,” commented Niki Stoker, Exponential UK managing director.

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Exponential Interactive is a global provider of advertising intelligence and digital media solutions to brand advertisers.

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