An analysis of mobile expandable banner ad performance indicates that native mobile ad formats delivered an average expansion rate/click-through rate of 1.37% during the second quarter of this year, according to the latest quarterly report from Celtra. That compares favorably with benchmarks from other studies, which put the average click-through rate for standard mobile banner ads at 0.35% (Opera), desktop rich media ads at 0.14%, and standard desktop banner ads at 0.1% (MediaMind).
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%).