Chart - Native Mobile Ad Performance

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%. Read the rest at MarketingCharts.