The Evolution of Mobile Display Advertising

celtra O From Today's Blossoming Industry Back to its Earliest Beginnings The Evolution of Mobile Display Advertising Over 100 campaigns running across a mix of different suppliers were examined with a focus on two key performance metrics: ad expansion and ad engagement rate. All ads were expandable banners. AD EXPANSION RATE / AD ENGAGEMENT RATE / CTR (STATIC BANNERS) Social Rich Media Ad Formats Native Ad Formats 10% 20% 30% 40% 55.2 % 1.37% 39.1 % 0.50% 10% 30% 40% Cosmic belt of native ads Rich media ads that seamlessly merge with the publisher content into a unified user experience resulting in considerably increased consumer interest and engagement with the brand. Premium Publishers 0.50% 10% IAB Rising Stars Ad Formats 20% 0.61 % 17.3% 3.59 % 13.0% .00% 2.50% 2.00% 1.50% 1.00% 0.50% 10% 20% Data-driven Premium Ad Networks 0.73% 12.1% 1.00% 0.50% 10% 20% Premium Ad Networks 0.57% 16.2% 1.00% 0.50% 10% 20% Ad Networks 0.36% 15.4% 1.00% 0.50% 10% 20% Rich media stratosphere Fully interactive and highly engaging advertising experiences significantly enriching consumers' connection to the brand, measured by newly introduced engagement metrics. Mobile Rich Media Ads Running on Publishers 0.38 % 15.6% 1.00% 0.50% 10% 20% MOBILE RICH MEDIA FAULT LINE Standard Mobile Banner Ads 0.35% Desktop Rich Media Ads 1.00% 0.50% 0.14 % 1.00% 0.50% Ancient seas of desktop Basic advertising format with a sole function to direct consumers to the brand owned digital properties. Due to its simplistic and intrusive nature, not neccessarily the most successful way to connect consumers with the brand. Standard Desktop Banner Ads 0.10% 1.00% 0.50% SOURCES Mobile rich media ads: Celtra, Quarterly Benchmark Report, August 2013 Opera Mediaworks, The State of Mobile Advertising, July 2013 MediaMind, Annual Global Benchmark Report, March 2013 Standard mobile ads: Desktop ads: METRICS DEFINITIONS Ad expansion is a metric that refers to the number of times the expanded unit has been requested to be shown, regardless of whether it was shown subsequently. Ad expansions: Ad expansion rate: Ad expansion rate is the ratio of ad expansions to the number of ad impressions. Ad engagements: Ad engagements is a metric that refers to the number of any first user interactions with any ad feature within the ad. An ad engagement can occur in any ad unit. Ad engagement rate: Ad engagement rate is the ratio of ad engagements to the number of impressions of the ad unit where the engagement happens. Created by: Matevz Klanjsek celtra Research by: Stephanie Dorais, Matevz Klanjsek Illustration by: Andrej Venta www.celtra.com @CeltraMobile II I III III .. IIIII III