Mobile Ads: Travel, Entertainment Lead Growth in Mobile Ad Banner Market

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Shares of impressions for banner and interstitial format type ads continue to grow in the mobile advertising space, according to the latest report from …

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The video completion rate was 59 percent in standard expandable banners, and even higher (71 percent) in smart video expandable banners.

Shares of impressions for banner and interstitial format type ads continue to grow in the mobile advertising space, according to the latest report from Celtra.Banner impressions now represent over a quarter of all requested impressions, and since the fourth quarter, which includes the holiday shopping season, the retail industry represents more than 20 percent of all quarterly requested impressions.The report found the performance of banners has doubled this quarter, with the industry witnessing higher unit engagement rate, video play rate and video completion rate.On interstitials, unit engagement rate has increased too, from 2.5 percent to 3.4 percent, while ad expansion rate for expandable banners remains unchanged at 0.66 percent.

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first published: 2015-02-24 14:37:10