A new report published by mobile ad company Kargo found that ad viewability does not directly correlate to memorability. Similarly, the report also indicated that ad visibility does not necessarily yield higher user engagement.
Kargo’s study distinguished the correlation between viewability of an ad unit and its memorability (ad effectiveness), examining the following formats: Instagram ads, large format in-article mobile ads, Kargo pinned mobile ads, mobile gaming in-app ads, and desktop ads.
Instagram among the highest in ad effectiveness. Despite the low share of sessions reported at 1.9%, Instagram proved to be 8.3x more effective than gaming and 5.4x more than desktop with 77% of participants looking at an ad at some point during their session. Instagram generated an ad effectiveness score of 10.8%, which was also matched by large-format in-article mobile ads.
Large-format in-article ads just as effective as Instagram ads. These ads also scored 10.8% in ad effectiveness with 4.1% share of sessions. The ads had a 50% viewability rate. The study determined that mobile web ads offer a lucrative format for amplifying social efforts within existing contextual environments.
Kargo’s pinned mobile ads 2x more effective than desktop ads. Kargo’s “Breakout” and “Sidekick” ad units – which display as a fixed block at the bottom of articles – ranked third in ad effectiveness at 3.9% with 90% viewability. By using a basic banner format and adding animation, these smaller format units were analyzed to test if creative enhancements alone could
Read more here: https://marketingland.com/study-which-digital-ad-formats-are-most-effective-269412