Does Ad Size Matter in Mobile App Advertising?


Mobile app advertising can make or break your app. Too many mobile ads, or even the wrong kinds of mobile ads, can drive potential high lifetime value (LTV) users away. Proper advertising is crucial for the success of any app marketing campaign. 

The digital technology revolution has transformed our lives, our culture, and the way we communicate. We have access to a variety of mobile devices that always keep us connected. This is a challenge for app marketers. Since there are several different mobile devices, mobile ads also come in many format and sizes; leaving app marketers to choose which ad formats and sizes best suit their campaign goals. To dive deeper into this topic, let’s compare two ad formats: banner and interstitials.

Defining Banner and Interstitial Ads

Banners are small advertisements that are usually displayed at the top or bottom of the screen. Banner ad sizes will vary, depending on users’ mobile devices. They are the common go-to choice for app marketers at the moment.

Interstitials, on the other hand, are full-screen ads that completely fill the screen. Interstitial ads often freeze on the screen for a select number of seconds before an “x” out button presents itself, allowing user to close the ads.

Pros and Cons

Banner ads are easy to create, so advertisers can push them out quickly. Users don’t mind them, as they can still interact with the app they are currently using. But do you remember when was the last time you clicked on a banner ad? Banners ads are small ads with an even smaller text, so they are not visually compelling on mobile and have low engagement rates. Unlike banner ads, interstitials force users to interact by clicking the “x” out button to exit the ad or clicking the call-to-action (CTA). Due to these actions, interstitials grab more users’ attention and result in higher conversion rates. 

As you can see, banner and interstitial ads have differences. However, they have one thing in common: a creative needs to be created for each screen size. For a while, this has been the solution for providing a better user experience across different mobile devices. However, creating a number of different creative for multiple devices can be inefficient in both time and cost.

The Better Solution

October-02.jpgIs there a way to serve full-screen ads without having to create an ad for every screen size? Yes, the answer is responsive ad creative. Responsive ad units allow app marketers to create one ad creative that will automatically resize to fit the screen size of the device. There are many benefits of making an ad responsive: saving on cost, streamlining ad production, adaptive and rich media design. Most importantly, you can run one creative on many different devices.

With so many advantages over traditional ads like banners and interstitials, it’s hard to see a future without dynamic responsive ads dominating the market. Staying ahead of the market, Aarki has been offering responsive ad creative in addition to its wide range of available ad formats. Leveraging responsive ad format enables Aarki to serve the right ad creative to the right audiences without negating the user experience.

To learn more about how Aarki can develop responsive ad creatives and help you achieve better app marketing results, please contact us at contact@aarki.com.

Topics: Creative Insights