Nexage finds ad formats growing by 516%

The list includes interstitial, rich media, and video ad formats

A bit of data mining has revealed that interstitial, rich media, and video ad formats are growing between 194 per cent and 516 per cent on Nexage‘s own Exchange. Right now, these formats represent 35 per cent of Nexage‘s total inventory. At the current pace, these formats will represent more than 50 per cent by next year [2015]. The ability to support virtually any ad format ( including native) means that advancements in the creative format can benefit from the power of programmatic trading, Nexage claims.

In similar fashion, interstitial, rich media, and video ad formats are growing between 178 per cent and 404 per cent and taking more share of ads delivered.

The reason for these impressive growth rates is that creative talent is now being applied to mobile-specific ads as both advertisers and agencies aggressively embrace mobile.

Celtra, looked at the performance of different mobile display ad formats across campaigns served in Q1 2014.

Why? Because Celtra is a Nexage partner and its cross-screen HTML5 technology platform for display advertising – AdCreator 4, can provide marketers with the right tools to build a truly creative industry.

And the value for both publishers and buyers is clear as CPM premiums – impressive CPM premiums – held steady from last year [2013].

Ad engagement rates: – Expandable banners (rich media) outperformed static banners by a factor of 26-fold; interstitials outperformed banners by 8x

Click-through rates: – Expandable banners (rich media) outperformed static banners by a factor of 9x; interstitials outperformed banners by 8x

Video play rate: Expandable banners (rich media) outperformed static banners by 8.5X; interstitials outperformed by 2x

Time on ad unit: As opposed to the banner blindness, consumers spend on average 11 seconds on mobile display/expandable formats; 4 seconds on interstitials

About Tony Dennis

Tony is currently Editor of GoMobile News. He's a veteran telecoms journalist who has previously worked for major printed and online titles. Follow him on Twitter @GoMoTweet.
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