Standard banner ads decline as content and video get richer

Liz Morrell is a freelance business journalist and content creator with more than 20 years writing experience, including 15 in retail and associated sectors. She is a regular contributor to MarketingTech but also covers a number of other industries in her freelance capacity. Contact her via LinkedIn or at [email protected]

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Video and rich media ads usage is on the rise as consumers engage more fully with such mediums over standard banners advertising.

Research from Mobile Mix, The Mobile Device Index year in review from Millennial Media, shows that video and rich media ads result in nearly twice the engagement of standard banners.

The study showed that in 2014 91% of all developers and publishers on the Millennial Media platform allowed standard banners – down from 93% the year before. Rich media banner ads meanwhile rose from 68% to 81% and rich media interstitial from 25% to 35%. Video rose from 23% to 29% in 2014.

Improved video and rich media engagement

The higher engagement of such mediums is driving uptake as developers and publishers realise that enabling such high impact ad units can drive significant revenue thanks to its higher engagement levels.

The trend is coupled with a user move to large screen mobile devices, such as Apple’s iPhone 6 Plus, its first phone over five inches that enables consumers to view and interact with richer content than ever before.

Although Apple iPhone still dominates in terms of impressions on one particular device the research showed that in terms of manufacturers it is Samsung that has now stolen the lead on Apple – contributing also to a six percentage points growth in Android impressions on the Millennial media platform. It had a share of 34.95% in 2014 compared to 32.78% for Apple.

Drop in iPhone share

While Apple iPhone was the most popular device its share has fallen slightly, down from 21.17% in 2013 to 19.45% in 2014, compared to a slight rise for the Samsung Galaxy 5, which held a share of 10.89% in 2014 compared to 10.75% the year before.

In total smartphones accounted for nearly three quarters (73%) of the impressions on the platform – almost unchanged from 72% the year before. Non-phone connected devices – such as tablets – also remained largely unchanged at 25% compared to 24% in 2013.

When it comes to tablets more than half (54%) of tablet impressions were from Android tablets, compared to 44% from Apple iPads. 

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