- Full screen tablet ads (1024×768) the most effective at driving clicks
- Yet only 4% of mobile programmatic campaigns use this ad size
- Half (50%) use full screen smartphone ads (480×320)
- ‘Family internet’ campaigns use full screen tablet ads the most
The landscape full screen tablet ad (1024×768) is the most effective ad size at driving clicks on mobile programmatic. Yet, only 4% of campaigns employ this size, according to figures from self-serve mobile programmatic platform, PocketMath.
The click-through rate rises to 8.4% for landscape full screen tablet ads, with portrait coming in a close second at 6%. The findings reveal a new “race for space” as brands compete to capture audiences’ attention on large-screen mobile devices.
The most popular size of all is the landscape full screen smartphone ad (480×320), which accounts for half (50%) of mobile programmatic campaigns and yet is half as effective at driving clicks as the landscape tablet size.
Andrew Alcock, Chief Product Officer at PocketMath, comments: “Our data shows a high level of demand for smaller mobile screens, despite how difficult it is to engage with an audience on such a small format.
“Large-screen devices, like tablets, give advertisers more space to get creative than smaller screens, and are typically used in a more relaxed environment – rather than “on the go” with one eye on the pavement.
“Of course, this is anything but a single-platform game and advertisers must use the right mix of ad sizes and plan their creatives accordingly.”
Last year, 80% of publishers, 81% of agencies and 82% of marketers executed digital ads programmatically* and in 2015, mobile programmatic display ad spend is set to eclipse desktop** as consumers’ mobile usage grows.
When analysing campaigns across different categories***, the most active users of full screen tablet ads (landscape and portrait) are Family Internet (21%), Television (15%) and Cruises (12%).
Alcock continues: “It is surprising to see how few campaigns are targeting large-screen devices, given their ubiquity and the obvious benefits for advertisers.
“This could be as much about supply as it is about demand, if publishers are struggling to convince campaign planners to try something new.”
The study is based on real-time data on campaigns running between 1 January and 31 October 2015 globally.
*Undertone, January 2015 **eMarketer, October 2015 ***http://directory.iab.net