Choosing Ad Placements
and High Impact Formats
Always keep your consumers in mind when deciding on ad placement. Consider their goals and the way they interact with your content. What will be most visible, catch the attention of users and cause them to react?
Put It in the Right Spot
The creative format capabilities of mobile advertising have matured over the years as device size ranges continue to expand. Video is the fastest growing ad unit, with marketers investing billions of dollars per year to provide the richest experiences for mobile users. While Oath Ad Platforms SSP encourages all of our publisher partners to consider video in their monetization strategy, we understand that every app experience is unique and should incorporate ad formats that best accommodate the user’s expectations.
Banners (320x50 pixels for phone, 728x90 pixels for tablet) are the most prevalent of ad formats and can occupy the top or bottom of your app. Banners take up a limited space, which allows you to present the ad to your users without disrupting the overall experience. Placement of this ad unit is entirely up to how you believe it will mesh with the user experience.
In mobile advertising, the most common ad placements include banner (above and below the fold), 300x250 and interstitial (static and rich media).
At a minimum, we recommend incorporating “above the fold” ad placements (ads that are visible without scrolling, as they tend to result in higher click-through rates (CTR).
Rectangle (300x250 pixels) occupies the same functionality set as banner units. Price point can be slightly higher than banners due to the larger amount of space the ad takes on the phone, but its application to your monetization strategy is often different than banner units. If your app has a feed-like scrolling element, we encourage you to incorporate 300x250 units here. We also suggest tablet games have a rectangle ad to the side of the experience during the game play.
Configuring multiple positions on a page may also be a good way to increase your available inventory (i.e. mixing a banner and a rectangle). However, this can negatively impact CTR, as consumers are not likely to click on multiple ads in one session.
Interstitial units go beyond the banner and rectangle units and bring added engagement. An interstitial ad takes up the entire screen of the app and offers substantially higher price points than banner and rectangle ads. We recommend that interstitials (static image and video) be placed at natural breaking points within the app - for example, after a user completes a level in a game.
You can recruit interstitial ad units for static images, video, or both. Static interstitials have become very popular in the last three years as more advertisers will pay a larger price per impression in order to gain the attention of the user. Publishers of any app-type are encouraged to utilize static interstitials in their monetization strategy.
Our rich media units go beyond the experience of a standard display format, such that a user can interact with the advertiser on a deeper level after electing to click on the ad. By default, our system includes rich media into your ad placement creation for banners, rectangles, and interstitials to help boost eCPMs. Advertisers pay a premium for adding this element to their creative, and we strongly encourage our publisher partners to leave rich media selected at the placement level
Native advertising popularity has increased over the past year. While programmatic native advertising continues to mature, our latest SDK supports the publisher’s need to present ads in an immersive fashion of the app experience to the user. This unit is best utilized in a scroll-feed app environment.
Format Impacts Price & Performance
We advise our publishers to accept high-impact ad formats including rich media, video, interstitial, adhesion units and related custom or native formats. These formats are far more engaging than banners and advertisers pay more for a better canvas to represent their brand and increase user engagement. By allowing these high-impact formats to run on your site or app, you’ll gain access to high-paying campaigns while also raising your performance profile.
Get a visual idea of how pricing and performance are impacted by format in the graphic below.
When enabling rich media and video ads on your mobile property, there are two important points to consider:
- You will have full control over where and how high-impact ad formats are configured
- These ad units will be frequency capped to ensure the best user experience possible
SSP encourages all of our publisher partners to consider the details presented on this page. We have supplied the tools, features, and resources to our entire client base so you can modify your monetization strategy at any time. Take advantage of our sophisticated reports to better understand how your inventory is performing with us. Then explore optimizations that might improve your earnings potential on our platform.