Does Mobile Ad Sizes really matter?
With an estimated 5 billion mobile users on the planet, engagement with mobile devices is higher than ever and continuously growing.
People of all ages, generations, and genders are using their devices wherever they go, some for even for hours per day. These users get bombarded by messages, news events, and social media on a daily basis – all very distracting.
This increases the need for mobile ads to be attention-grabbing, placed in optimal digital spots for maximum viewability while utilizing the best banner sizes for maximum revenue generation for publishers and successful campaign management for advertisers.
Let’s take a look at some of the best mobile ad sizes for publishers in 2021 and optimization tips you can start implementing today:
- The 300×250 ad unit
- 320×50, 300×50, and 300×100 are to become more popular in 2021.
- 36×280 & 320×480 will be the rising stars.
- Web interstitials or full-page web ads.
- Plus optimizations tips.
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The 300×250 ad unit
Since 2017, when Google changed their mobile ad types policies and removed restrictions to place 300×250 units above the fold, this medium rectangle has been the most used banner size. It works very well on both desktop and mobile, which is one of the main reasons for its popularity.
It also performs very well because it is usually embedded within the content of the website. The image below demonstrates viewability compared to ad placement of the 300×250 unit.
Buyers tend to favor this placement as it is the first thing users see on a mobile site’s landing page. Compared to the small banner sizes (e.g., 320×50), bigger mobile display ad sizes (e.g., 300×250) usually generate better revenues.
However, being too aggressive with your ad placements can increase the chances of accidental clicks and lead to negative user experiences. As a publisher reliant on one of Google’s networks for monetization, whether it’s Ad Exchange or AdSense, you don’t want to risk getting your account banned.
For this reason, it’s best to follow Google recommendations and only have 50% of the ad viewable above the fold. The image below provides excellent examples of successful 300×250 as well as 300×50 mobile ad specs and placements.
More mobile ad unit sizes to consider
Larger advertising formats (e.g., mobile interstitial ad sizes) have been proven to be better at capturing the user’s attention and paying the best CPM rates, but publishers should be careful with intrusive ad formats in 2021 on both mobile and desktop versions of their sites.
There’s a non-stop search for creative ways to deliver ads on mobile, thus the birth of these large ad formats which up to now, continues to grow.
In a recent study from Adpiler, 320×50 mobile ad size was found to be the most popular ad size for mobile. 27% of all ad impressions is this medium banner. Although small, it works very well as an Anchor Ad.
The formats 320×50, 300×50, and 300×100 are to become more popular in 2021. But don’t forget the value of the 300×250 banner for your mobile coverage.
In 2021, 36×280 & 320×480 will be the rising stars, that’s because of the recent launch of Web Interstitials from Google which supports these 3 sizes: 300×250, 320×480, 336×280.
Mobile display Ad size is a critical driver towards advertising effectiveness and performance. The smaller the size, the harder it is to capture user attention and drive engagement.
Google now supports Web Intertitials: Web interstitials are full-page web ads that appear between page views. Publishers can earn incremental revenue from this high performing unit without hurting user experience. It is fully compliant to Better Ads Standards and is frequency capped to serve no more than once/hour/user/domain.
Understand how to implement them here:
1) The mobile banner 320×50 is best implemented as a docked/anchor unit. That’s when it performs better regarding CTR. Since it’s a small ad unit, when served as a regular banner, 300×250 and 320×100 units usually outperform it.
2) “Scroller,” an emerging ad unit that fills the screen without covering the entire content is one approach to ad-blocking concerns. According to the IAB’s report, this type of ad format is non-invasive (the users can scroll past them) and has outperformed expandable banners regarding creativity and enjoyment.
3) Medium Rectangle (300×250) remains to be the best performing banner size. Take advantage of the opportunity to implement it above the fold.
4) In-banner Video (IBV) providers favor 300×250 most of the time. They usually pay the best CPMs which you can compete against Header Bidding to push performance up. When running IBV, try to limit it to two units at most to avoid slowing down the page.
Be careful not to overwhelm your users with too many interstitials per user session. It may turn them off, and they may avoid your site altogether in the future. Should you decide to try interstitials or other intrusive ads, remember the guidelines on the Ad Experience Report.
5) The “Large Rectangle” (336×280) is also a top performing ad size as suggested by Google. Make your ad unit flexi by adding it along with your standard mobile ad sizes (e.g., 300×250 / 336×280). It has been proven to perform well when embedded within text content or at the end of articles.
6) Aside from the ad size, one advantageous feature of mobile devices is the location service plus. This makes advertising more relevant to users and potentially generate higher clicks. If you are using an ad server, like Google Ad Manager, geographical targeting will play a significant role. Most ad networks can specify the countries where they have campaigns available.
7) Check your ads for aesthetics. Keep only those ad networks that serve high definition quality creatives and ditch the pixelated ones regardless of the CPM’s they promise. You can’t afford to compromise on user experience. Ads that are non-pixelated tend to yield positive engagement rates and leave a positive impression on users.
8) You can have multiple ad sizes compete in the same ad spot to tighten competition. For instance, you can have a 300×250 spot serve 320×100 and 320×50. When this happens, the smaller advertisements will always align vertically at the top.
9) Get the best deals on Ad Networks. Several ad networks are offering flat-rate CPMs for interstitials and other mobile ad sizes. At MonetizeMore, we have demand partners who can provide as much as $10 CPM for mobile slider ads, interstitials, anchor unit, etc.
Read more mobile optimization tips from Google here.
Don’t know where to start with your mobile inventory? Made one too many costly errors already? Partner with MonetizeMore and we will help you navigate the complex landscape of mobile ad optimization to make sure your ad revenue grows in the right direction. Sign up for a Starter account at MonetizeMore today!
What are mobile ad sizes?
Mobile ad sizes are ads designed to fit on a mobile or tablet device. Some popular ad sizes for mobile include 300x250, 320x50 and 320x100.
How do responsive display ads work?
Responsive ads adjust their sizes automatically to fit the user's screen, whether they are using a desktop or mobile device.
What size is a leaderboard ad?
A leaderboard ad is a 728x90 ad that is often placed above the fold on tablet and desktop devices where it performs the best.
How big is a 300x250 ad?
A 300x250 ad can take up almost half the screen on mobile devices and is 300 pixels wide and 250 pixels in height.
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