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Native Mobile Ad Formats Seeing Strong Engagement Rates

by MarketingCharts staff
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According to Celtra’s study, which was based on more than 100 mobile rich media campaigns running across a mix of different suppliers, native ad formats enjoyed an ad engagement rate of 39.1%, while social rich media ad formats sported an even higher engagement rate, of 55.2%.

Expansion rates for standard rich media ads appeared to grow alongside the quality of the media, rising from 0.36% for standard ad networks to 0.57% for premium ad networks and 0.73% for data-driven premium ad networks. Ad engagement rates did not follow the same pattern, though, highest on premium ad networks (16.2%) and lowest on data-driven networks (12.1%).