When dealing with mobile, advertisers are six times more likely to select a responsive ad format than one of the more standard industry variants, according to new research by Appsnack, a company that specialises in this type of creative.
One of the Snackbar ad formats’ big draws is its ability to automatically adjust its dimension to 10% of the screen’s size, 4% less than standard IAB units. It appears popular among consumers, totting up 86% of ad impressions across mobile phones and tablets.
Clicks of the snackbar format amounted to 96%, while the standard units accomplished just 4%. It means the responsive ad is almost four times likely to be engaged with than its fellow format.
The click percentages, in addition to the exclusive nature of the ad units, are turning more advertisers to the responsive formats, according to Niki Stoker, UK managing director of advertising intelligence provider, Exponential.
“Advertisers are increasingly moving to mobile ads that can automatically adapt to whatever screen size a person is using,” Stoker observed. “Not only are the click-through rates higher, they are the only ad to appear on a page so the advertiser gets a higher share of voice.”
Smartphone users are 24% less inclined to click on the adaptive ad than tablet users. Click-through rates on the ad were similar on both small (2%) and large screen (3%) real estate.
Smartphones Activate More
Interestingly, expanding formats are 26% more likely to be activated on smartphones than tablets. One theory is the device category’s smaller screen, but it could also be the more precise messaging consumers are seeking when on the move.
Stoker would like to see advertisers gear their creative with more of a brand awareness approach in mind. She feels metrics and overall awareness of the client will rise as a result.
“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.”