In-depth analysis of banner, interstitial, and interactive advertising performance

Today, Qingguajun will explain banners, interstitials, and interactive ads in detail.

Banner Ads

Banner ads are also called banner ads or flag ads. They can be displayed at the top or bottom of the APP interface. They can be in the form of static images, GIF images, text links, or animated images with multiple images scrolling. They are usually charged on a CPM basis.

Advertising performance analysis

Exposure & Conversion Performance

InMobi's "2018 China Mobile Internet User Behavior Insight Report" shows that the user attention of mobile banner ads is almost the lowest among all advertising forms, only 31.2%; at the same time, Jakob Nielsen, founder of Nielsen Norman Group, a world-renowned user experience research company, said in an eye tracking study on banner ads, "The most prominent result in the new study confirms that banner blindness (Banner Blindness, that is, users will subconsciously ignore or filter banner ads that appear on the page) is real." This shows that compared with other advertising forms, banner advertising exposure performance, conversion performance, etc. are relatively inferior.

Meishujun said:

Banner ads may have certain effectiveness bottlenecks. But compared with other forms of advertising, its cost is lower, so it can also be favored by some small and medium-sized advertisers.

Delivery suggestions:

1) Banner ads can be harvested by advertisers who want to expand advertising coverage and achieve certain results at a low cost;

2) Meishu advertising shows that 640*100, 320*50, 728*90, and 1280*720 are several common banner sizes with better display effects. Media can choose as appropriate;

3) Animated banner ads may generally perform better than static ads, and prominent colors may also attract more user attention. However, media should be cautious when placing ads and should not interfere with user experience.

Interstitial Ads

Ads that pop up in half-screen or full-screen form when the application is opened, paused, passed, jumped, or exited; the main forms of expression are static images, GIF images, videos, etc.; can be charged on a CPC or CPM basis.

Advertising performance analysis

1) Click & Conversion Performance

The size of interstitial ads is second only to splash ads, so they can fully display creativity; if combined with reasonable location selection and precise audience targeting, good conversion effects can be achieved - according to general industry opinion, the click-through rate of interstitial ads is 5-10 times that of banner ads, and the conversion rate is generally around 3-6%; and with the help of the Meishu DSP platform for precise and targeted interstitial advertising, the conversion rate can be as high as 8%-10%.

2) Other delivery performance

eMarketer survey data shows that banner ads, information flow ads, and interstitial ads attracted 38%, 63%, and 71% of user attention respectively, with interstitial ads winning. This shows that interstitial ads can relatively bring better exposure and visibility effects.

Meishujun said:

Interstitial is a common form of advertising display. Compared with Banner ads, their click-through rate and conversion rate are higher; compared with information flow ads, they may be less native, but have more prominent attention and exposure effects; compared with splash screen ads, they may not be as strong (eye-catching) and shocking, but they are "good value for money"... In addition, if interest ads can be accurately recommended to users, and the ads are coordinated with the apps and the timing of display is "just right", then interstitial ads can better attract users' attention and have a more ideal advertising effect; if the targeting is not accurate enough, the design is rough, or it is "forced" to be implanted, it is also possible that interstitial ads will interfere with the normal experience of the audience, resulting in a bad media impression and extremely poor advertising effect... Therefore, apps such as games, videos, tools, and reading that are suitable for implanting interstitial ads need to be cautious and test repeatedly when designing and selecting such advertising styles (testing implantation scenarios and material types, etc.) to maximize the monetization effectiveness of interstitial ads.

Delivery suggestions:

1) Interstitial ads are recommended to advertisers who are looking for effective advertising results;

2) The ad size should be equal to or larger than half of the mobile phone screen, and can be designed as 600*600 or 600*500;

3) Choose ad borders, font colors, creative materials, etc. that are coordinated with the app to increase the attractiveness of the ad, reduce user interference, and thus better achieve ad conversions;

4) Advertisements need to be frequently updated with copy and design materials to give users a sense of freshness and bring better results.

Interactive Advertising

It means using welfare as an advertising entrance. After users click to enter this entrance, they will be presented with various interesting interactive activities, such as a big turntable, smashing golden eggs, scratching cards, opening gift boxes, etc. After users actively participate in these activities, they will receive welfare rewards such as red envelopes, coupons, membership rights, etc. sent by the corresponding brands. If users choose to receive rewards, they will eventually jump to the brand advertising landing page. The entire advertising process is now completed.

Advertising performance analysis

Impression & Click Performance

In 2017-2018, interactive advertising was in its bonus period. In addition to being displayed in conventional forms such as opening screen, interstitial screen, banner, information flow, etc., it can also be displayed in various non-standard advertising positions, such as floating icons, message (activity) centers, function entrances, sign-ins, PUSH, etc. (and these advertising positions are usually not suitable for other conventional advertising forms), so that it can integrate more in-depth and fragmented traffic, bring greater exposure and display, and thus attract the budgets of many advertisers (it can also help the media to realize incremental monetization and expand monetization revenue); at the same time, interactive advertising also has diverse (up to hundreds of), variable (random changes), and interesting activities/game methods that users can participate in independently, so it can easily attract users' attention and interest, and bring considerable click-through effects - according to industry feedback data, the click-through rate of interactive advertising entrances is 2-5 times that of Banner advertising.

However, as interactive advertising becomes more common and widespread, conventional activities/games have become boring to users, causing them to lose interest in participating, which has greatly reduced the click-through rate. At the same time, many users cannot obtain useful advertising information or real “benefits” after playing the mini-games, so they naturally think that interactive advertising is “deceptive” and gradually develop resistance and disgust, resulting in a much lower conversion rate than before…

Meishujun said:

If the media is currently considering inserting interactive ads to expand monetization revenue, they need to reasonably develop native entrances to reduce user resistance. At the same time, they also need to design richer creative gameplay to keep users "fresh" and provide accurate and practical advertising "benefits" to improve conversions. Only in this way can interactive advertising truly be effective.

But for most media, interactive advertising is a new form of advertising that has not yet been tried, and it is quite challenging to truly maximize its monetization effect. To this end, Meishu would like to lend you a helping hand - Meishu has a set of fully developed interactive advertising function components (which can adapt to diversified traffic scenarios of diverse media). It not only has rich and diverse entry styles and interactive forms that are constantly innovative, but can also use big data, intelligent algorithms, etc. to enable the precise delivery of interactive advertising. Traffic owners can easily access and quickly launch interactive advertisements without having to develop them themselves, thereby realizing profits efficiently.

Delivery suggestions:

1) Industries that can provide users with tangible and interesting rights/rewards, such as e-commerce, group buying, food delivery, transportation, tourism, offline services (catering, supermarkets, etc.), are all suitable for interactive advertising;

2) By packaging the display style and material content to make it more like a fun interactive activity, a welfare gift, etc., it can reduce users' recognition and resistance to the advertisement;

3) You can develop interactive game scenarios based on hot topics and related festivals, and select appropriate creative materials to leverage hot topics to increase exposure and click-through rates.

Banner ads may be more applicable, but how to seamlessly integrate them into APP, how to balance their relationship with user experience, and how to bring greater delivery efficiency to advertisers are all worthy of further thinking and exploration by media partners; interstitial ads can effectively focus users’ attention and greatly improve exposure and click effects to a certain extent, but they must be based on high-quality and exquisite delivery of advertising materials; if interactive effect ads want to truly realize their delivery value, the display styles and gameplay must be more diverse and innovative, and the advertising materials must also be more personalized and targeted…

Finally, if you are still at a loss as to how to choose and design advertising formats, you are also welcome to contact Meishu. Through Meishu AdMate media advertising management and monetization platform, we will fully explore the monetizable advertising space for you and tailor-make diversified advertising formats with the best effects, thereby ensuring user experience and marketers’ display needs while maximizing your advertising revenue!

Author: Meishu Technology

Source: Meishu Technology