December 2, 2010
With the holidays just around the corner – and probably one of the busiest (if not the busiest) times of year for app downloads – more and more brands are turning to mobile advertising to supplement their marketing budgets. That’s why it’s important to stay ahead of the curve and take time to consider your ad units and their placement to ensure that your app is making the most money possible.
Each app is unique, however there are some basic guidelines when it comes to ad unit placement. You can influence performance metrics with the type of ads that are served. Properly placed premium ad banners will not only increase your CTRs and drive higher eCPMs, they will protect the integrity of your app while maintaining the quality experience your users have come to expect.
320×50 – This is one of the most popular sizes for smartphones and is primarily utilized in game placement. Placing this ad on the top or bottom of certain pages will allow for a quality user experience while driving volume, to create opportunities for user engagement.
- Popular size
- Volume driver
- In-game unit
300×250 - This is the second most popular size. While this is not as large of a volume driver, it definitely garners higher CTRs and eCPMs. The larger size increases the demand from advertisers, increased demand means increased revenue. These units also tend to have more engaging content for users through rich media elements like in-banner video. It’s often implemented as an interstitial (loading between two pages). Users grow to expect this unit to appear and hence experience is not deterred, but rather expected.
- Engaging for Users
- Higher CTR and eCPM
- Implemented as interstitial
Tablet sizes: With the introduction of the iPad, standard online ad units have made their way to the mobile world through apps.
728×90 – This unit is similar to 320×50 (see above) but is enlarged to optimize the screen size of the tablet. Fill rate is not as robust, as not many ad networks utilize this size but we are seeing an increase in demand.
300×250 – Tablets offer the same unit as the smartphone. Again this is typically an interstitial and usually garners a higher CTR.
468×60 – This is probably one of the least popular ad sizes and is not a good driver for performance or revenue. Almost totally faded out from the online world and a similar fate is expected for mobile apps.
Having these guidelines in place and utilizing an ad solution provider, like Mobclix, with advanced targeting capabilities to identify valuable audience segments for your apps, will get you improved ad performance and therefore more money.