Higher ad engagement rate in Q3 across all standard formats


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Editor

| 20 November 2015




Banners have seen a 14% quarter on quarter year leap and interstitials an 8% higher ad engagement rate according to the latest Mobile Display Ad Performance Report from Celtra.



The report analyses performance with a standardised metrics for viewability, creative performance and video performance and the Q3 2015 edition showed an ad engagement rate for expandable banners at 0.87%; 10% higher than in Q2. This said the online video advertising increase was mostly due to higher engagement rate on bigger screens such as desktop and tablets this quarter.

Celtra added that banner ads were proving its success with an ad engagement rate of 1.75%, significantly outperforming expandable banner (0.87% ad engagement rate). User-initiated video completion and consumption rates are higher across the board, 8% up overall compared with Q2. Ad engagement rate for expandable banners on desktop was now 3.14%, 2.6 times higher than in Q2. A higher desktop engagement rate is a reflection of more and more creatives using mouse-over as an engagement.