Mobile banner ads have been around since the beginning of mobile marketing, and, when used appropriately, can play an essential role in a publisher's digital marketing mix. Indeed, just last year, the global mobile advertising market was worth $214.59 billion, and it's projected to grow from $262.84 billion this year to $1,055.96 billion by 2032, reflecting a CAGR of 21.1% during this period. In just the US, the value of the mobile market is expected to hit $142.68 billion by 2032, building on North America's 33.69% share of the global market last year.
But for all their growing appeal, like other digital advertising elements, mobile banner ads are only as effective as the skill of the publishers who host them. This guide will outline how to create, scale and serve mobile banner ads on apps. It'll also clarify the different types of mobile ads and their corresponding sizes – essential information for optimizing any mobile ad campaign.
Read on to learn how to maximize the usefulness of mobile banner ads for your business.
Mobile Digital Advertising and Banner Ads
Up until 2017, in-app purchases were the primary revenue generators for publishers across a variety of industries. Since then, however, mobile advertising has steadily overtaken in-app purchases as the primary revenue source for publishers, with ads, nowadays, generating two times as much revenue as in-app purchases. This is a trend that's expected to continue, with mobile ads projected to deliver three times the revenue produced by in-app purchases by 2027.
In light of this, creating effective mobile ad campaigns should clearly be one of the key elements in any publisher's digital marketing strategy. And yet, two issues can make the use of mobile banner ads challenging, especially for publishers who may be new to a market or industry.
The first, brand safety, reflects the increasing concern among organizations that their brands might be promoted alongside inappropriate or harmful content. For example, in a recent survey, 75% of US consumers claimed that they would feel less favourable towards a brand if it were promoted on websites that spread misinformation, while 51% of consumers reported that they would stop using a brand if it were promoted alongside inappropriate content. Protecting a brand's reputation, then, is critical.
The other issue is banner blindness. As a rectangular system-initiating ad unit, a mobile banner ad can be either static or animated, depending on its design. Whatever its form, banner advertising generally stays on the screen for the duration of a user's session and is typically displayed either at the top or bottom of a screen.
Given their prominent positioning, banner ads have the potential to generate significant revenue for publishers. However, their ubiquity online has, over time, led to many consumers becoming used to their presence – to the point where they no longer notice them, especially when they're promoting products that are unrelated to the surrounding content. In one study by Infolinks, 86% of web users experienced banner blindness, while a report by Global Web Index claims that close to half of all internet users use ad blockers to avoid banner ads.
All of this, however, shouldn't necessarily spell disaster for publishers. By following best practices in brand safety and banner blindness avoidance, publishers can create campaigns that deliver a solid return on investment (ROI) on their ad spend.
How Much Do Mobile Banner Ads Make?
While every campaign will differ slightly, statistics from the U.S show that most mobile banner ads generate between $0.50 and $1.20 per 1,000 impressions (CPM). While these CPMs may not be as high as other ad formats, such as video ads, mobile banner ads are still a strong performer and should play a central role in any in-app advertising or mobile web marketing campaign.
Mobile Banner Ad Size Guide
Mobile banner ad sizes vary considerably, but the most common banner sizes can be found in the table below.
Standard Banner 320 x 50: This banner size, also known as the mobile leaderboard, is the most commonly used format by app developers. It's usually situated at the top or bottom of app content. It's the most commonly used banner ad size because, in most cases, it manages to maintain the visibility of an ad while not interfering with the typical user experience (UX) of a given app – the holy grail of app advertisers.
Its popularity has made it the favored format for gaming apps, but it's also often used for sticky ads, in which it remains visible at the top or bottom of a screen as a user scrolls. Such characteristics have also made it particularly effective in brand awareness campaigns, as well as performance campaigns (eg. increasing user clicks or conversions).
Large Mobile Leaderboard 320 x 100: Like the Standard Banner, this format also strikes a reasonable balance between maintaining an ad's visibility and preserving the UX of a given app. But it goes one step further in two ways.
First, its larger dimensions allow advertisers to include more key information about a given product, making it ideal for more complex products, as well as those that warrant impressive images. Not surprisingly, it's become the format of choice for ads behind specific product promotions (eg. limited subscription offers), along with brand awareness campaigns.
The other key feature of this ad format is its positioning. While it can also be positioned at either the top or bottom of a screen, it can also be placed in the middle of an app's content. This can not only enhance an ad's visibility but, provided that an ad's content doesn't clash with the nature of the relevant app, can also increase the appeal of the ad itself.
IAB Medium Rectangle 320 x 250: Unlike other banner ads that typically appear at the top or bottom of a screen, ads in this format are usually positioned in the middle of an app's content, either between paragraphs or at the side of the screen.
Such positioning not only enhances the visibility of an ad in this format, but its compact dimensions also lend it application for a wide range of products. Moreover, the dimensions of the format lend themselves easily to the creation of all sorts of ads, making it ideal for advertisers and publishers who are new to online advertising.
IAB Full Size Rectangle 468 x 60: This format is one of the earliest ad formats and is commonly referred to as 'the banner'. Unlike other formats, it isn't considered to be a particularly well-performing format, given its relatively small size. That being said, it's still used from time to time, usually as part of multi-size ad slots or alongside larger formats, such as the 728 x 90 leaderboard, where it's usually positioned towards the top of the screen.
IAB Leaderboard 728 x 90: Given its usual position at the top of a screen, which is the part of a screen that a user first sees when a page is downloaded, this banner ad lends itself well to visibility and, therefore, capturing users' attention. Such a quality makes it ideal for promoting brand awareness and product promotions, as well as attracting traffic, in general, to landing pages. Because of this, it's often used to present a broad range of ads, from various static and animated ads to rich media ads.
However, such advantages are tempered with the fierce competition that usually comes from other leaderboard ad placements. And given the format's size compared to other banner ad formats, it isn't the first choice for advertisers who need to convey a substantial amount of information in their ads.
Image source: adpushup.com
Other popular banner ad sizes include the following formats.
Medium Rectangular Banner 300 x 250: A widely used ad format that's also known as the MPU (Mid Page Unit), this format's popularity can be boiled down to, in part, its ability to balance non-intrusiveness with user visibility. Because of this, it's used to present a variety of static and rich media ads, as well as video ads. Such use, over time, has afforded this format with a strong record for click-through rates and cost-per-thousand impressions.
Large Banner 320 x 90: Slightly larger than the Standard Banner, this format is usually positioned at either the top or bottom of a page, although it can also be situated within content areas.
Given it's 'larger than standard' size, the Large Banner format is often used to present ads that contain relatively detailed texts and images. However, it still may not be ideal for some ads, depending on the detail of their content. For more detailed content, larger formats, such as the Medium Rectangular Banner 300 x 250 format, might be more appropriate.
Large Rectangle 336 x 280: In effect, a slightly larger version of the Medium Rectangular Banner 300 x 250, this format has become a popular choice for ads that include detailed information, as well as various videos and other images. Typically positioned in the middle of content rather than at the top or bottom of a screen, it's also known as an effective format for generating high cost per thousand impressions (CPMs).
Square 336 x 336: Often embedded within content or at the end of long text, this format is another popular option for ads that contain detailed visual and textual content. Depending on the ad content in question, its square shape can make it particularly attractive, especially if the content includes interactive elements, which can encourage high click-through rates.
Double Rectangle 300 x 600: Also known as the Half Page, Filmstrip or Monster MPU, this format is a tall, narrow ad space that is often used for detailed, engaging ad content, making it a popular option for high-profile activities, such as branding campaigns.
Medium Rectangle 360 x 300: This format has become so popular among some publishers that it has been regarded as the most popular ad banner in GoogleAdX. Like other rectangular formats, it’s well suited for conveying a variety of visual and textual content without compromising an app user's UX.
Mobile Leaderboard 360 x 120: Ideal for placing ad content either above or below the main content in an app, this format has become popular for offering good visibility while, at the same time, maintaining good UX.
Its effectiveness, when paired with other ad formats, has made it particularly popular with activities such as direct response advertising and brand awareness campaigns.
Display Ads 320 x 480: Also known as a mobile interstitial, this ad format presents full screen ads to app users, often as transition points between different parts of an app. Although it can be effective when used strategically in certain campaigns, its size can make it obtrusive to some users, especially if it’s used excessively. Judicious use, then, should be a hallmark of its effective use.
Video Ads 320 x 180: The audiovisual nature of this format makes it particularly appealing to advertisers across a range of industries, given that videos can be used for various purposes, such as to tell a brand's story or to demonstrate a product's features.
This format can be positioned anywhere on a screen, and the 16:9 ratio of its widescreen configuration, in particular, makes it ideal for mobile ads, as does its adaptability to both in-stream (within video content) and out-stream (standalone) placements.
Smart Banners: Smart Banners are pop-up style ads that usually appear either at the top or bottom of a screen. What sets them apart from other ad banner formats is that they automatically adjust their dimensions to the width and orientation of a user's device.
With their web-to-app focus, the purpose of Smart Banners is to make the transition from mobile websites to apps as seamless as possible, guiding users to install and engage with an app as soon as possible. If an app has already been installed, smart banners can launch it directly, often using deep links to preserve the user's browsing context. If an app hasn't been installed, the banner guides the user to the relevant app store to download it.
Now that we've covered the most popular mobile ad banner sizes, let's take a closer look at which ad types and sizes might be best for your business.
Best Mobile Ad Types
Rich Media Ads
These are graphic ads of very high quality. They're an interactive form of display ads that respond to user actions, such as ads that open when you scroll over them. They can be included as part of a programmatic ads campaign.
Rich media ads can contain an image, video, or audio encouraging visitors to engage with them. While they're popular and interactive, some publishers stay away from rich media ads as they're very heavy in size and can slow pages down.
Back in the day, rich media ads were mostly used by app publishers, but now you will find these on websites as well.
Tips for Using Rich Media Ads
Here a few tips to make the most out of rich media ads on your platform:
- Make sure to use ads that are interactive and not intrusive
- Do not go overboard with animations; keep it subtle
- Some rich media ad formats cover the entire mobile screen. If you choose such ads, then make sure to place an exit button to ensure that users have the chance to exit the ad
- Do not make the mistake of forcing users to interact with your ads
- With videos projected to account for 82% of all consumer Internet traffic this year, you need to consider using videos to elevate your advertising game
Including rich media—such as a video or an animation—can enhance your audience's overall experience and increase your ad performance. Moreover, it drives engagement in your ad and builds positive brand awareness. That being said, rich media ads come with their sets of pros and cons.
Pros:
Offer more engaging contact which can lead to higher CTRs and better ROI
Provide a better user experience, thus making users pay more attention to them
Employ emotional appeals that are difficult to execute in a traditional medium
Help brands establish a more significant foothold and create awareness
Cons:
Many viewers may be unable to view these ads because bandwidth requirements are greater than other formats
They often require particular browsers or plug-ins to render properly, thus potentially stopping some audiences from seeing the message
Mobile Banner Ads
These are among the most popular options out there. You'll see banner ads everywhere, from websites to streaming platforms to mobile apps.
Banner ads are the standard ad format for all publishers, even the biggest ones. They're said to be suitable for medium or small publishers who do not know much about mobile advertising. Some big websites, such as TheHuffington Post, use them too.
They appear in the form of a bar, column, or box with text and image on the user's mobile screen. They're effective because they can be very hard to miss. However, you must pay special attention to their placement to enjoy good engagement.
Tips for Using Mobile Banner Ads
Here's how to create the best banner ads to increase your revenue:
- Keep experimenting with different ad sizes to find what works best for you
- Avoid placing ads in a manner that results in accidental clicks. It might bring you revenue but it can force users to leave your site.
- Do not place too many ads on a page—especially close to each other—as they do not look good visually. They can also negatively impact the user experience and you could get penalized by Google.
Pros:
With banner ads, publishers can gain audience attention using eye-catching banners.
They are perfect if a publisher is looking for brand awareness.They have a greater reach and can be seen by many people.
Mobile banners support various targeting options, including audience segment, retargeting, geo-targeting, and publisher-specific targeting.
Cons:
They may attract accidental clicks, which can translate into a high CTR but low conversion rate
Mobile Native Ads
Native ads are used by many big companies, including YouTube, the BBC, and BuzzFeed. These ads are popular among both mobile and desktop users as they are non-intrusive and appear like organic content.
These ads usually come with a ‘suggested' or ‘promoted' tag and are known to mimic the content style, size, format, and type. This is how they're able to get visitors' attention.
There's no specific size for native ads as they're made to blend with the content on the page.
A native ad can be in the form of a headline, a banner, a video, or a thumbnail.
Tips for Using Mobile Native Ads
Here's how you can get the most out of native mobile ads:
- Mobile native ads are designed to flow well. They're served without interrupting the user experience. However, it's important that publishers add a warning (promoted, sponsored, etc.) with ads.
- These ads are best suited for publishers who have a decent number of engaged visitors.
- Native ads can be combined with other ad formats, such as mobile display ads, to get better results.
Pros:
They usually appear in places that readers are already checking out. Hence, you choose a more targeted space for your audience.
They attract more attention, time and performance than traditional mobile ads.
Mobile native ads are less likely to be as affected by ad blockers.
They are device responsive, automatically adjusting their size and appearance based on the device used.
Cons:
Poor-quality native ads may reduce reader interest in the publisher's actual content.
These ads can be more expensive than other forms of advertising.
Mobile Video Ads
It's hard to ignore the importance of video ads.. According to Statista, global video ad spend is expected to hit $207.52 billion this year, and by 2029 the market is expected to be worth $267.98 billion with a 6.60% annual growth rate. By then, the mobile share of the market is projected to be 82%.
This is because users love videos that are well made and relevant. Videos can also more effective than other content given that we tend to remember more of what we see than what we read or hear. This is why some advertisers are willing to pay more for video ads.
In the US, adults spend an average of 7 hours per day watching videos, according to Demand Sage. This includes all kinds of videos, from educational lessons to Netflix shows to video ads.
The success of YouTube and other video platforms has given a major boost to video ads; however, they can be a little expensive for some users. Moreover, not all publishers enjoy them as they can negatively affect page load times, which can be a concern because most users will leave a page that takes more than three seconds to load.
Despite this, video ads are still in demand. They can be embedded in other video content or they can be shown individually. Check out our guide on the top video ad networks for publishers for more ideas.
Tips for Using Mobile Video Ads
Here's how to maximize revenue through video ads:
- Consider offering a variety of video ads including in-stream and outstream ads to attract a wider range of customers
- Look at optimizing your inventory according to your advertisers' needs (ie. quality audience and high pageviews)
- Do not go for long video ads. They should be under 30 seconds and relevant to an audience so they can keep them glued.
Pros:
Compared to other content, these ads tend to attract a lot of users. Therefore, if you use video, there’s a high chance that your ad will be seen.
Videos can be short, comprehensive, emotionally provoking, engaging, and compelling. This way you can share your message clearly and attract potential leads.
Cons:
Mobile video ads' content and execution must be of high quality, otherwise you'll likely fail to generate potential leads.
They require a large budget for their creation, editing, music, and campaign creation.
Interstitial Ads
These ads are more commonly seen on mobile apps. Theycover the entire screen and are popular for containing interactive elements.
Interstitial ads typically contain videos or banners. They are most commonly placed between natural transitions (ie. moving from one level to another in a game or choosing to preview changes you've made to a file).
Major names like Pinterest and Airbnb use these ads and have seen a prominent increase in their installation rate after using interstitial ads.
These ads offer good CTRs and can be used to create awareness.
Tips for Using Interstitial Ads
It's very important to be careful when using these ads because most users may find them intrusive and, therefore, will instinctively reach for the exit button.
Here's how to generate more revenue using interstitial ads:
- They should only be placed between natural transitions or breaks within a site or app so that the UX isn't disrupted.
- Users should have no problem finding the close button. It should be neatly placed so that users don’t feel they're being forced to watch an ad. However, the placement should be as such that it doesn’t encourage accidental clicks.
Pros:
A full-screen interstitial ad leads to viewability levels that banner ads cannot match.
By acquiring maximum space, interstitial ads can attract a higher CTR, which means more conversions and more revenue for publishers.
Cons:
Sometimes interstitial ads can interrupt and irritate the reader.
Publishers should follow best practices while implementing interstitial ads and consider all of Google's guidelines and recommendations. Otherwise, the risk of being penalized is very high.
What to Avoid When Creating Mobile Banner Ads
People have long memories when it comes to advertising. One bad, intrusive ad experience with a brand can turn a person off the company for life.
In 2019, the Forbes Agency Council gathered 13 digital advertising experts to discuss what alienates consumers when it comes to advertising. Their advice can be applied to all ad types but is particularly relevant to mobile banner design, where advertisers have limited space to impact potential customers positively.
Here are the things to avoid.
Confusing and Annoying Content
Perhaps the most crucial point in creating a mobile ad is to make sure that its content is of value to a user besides being visually appealing. Confusing and annoying content is the quickest way to lose your audience. Create content that is simple, concise, and in line with your brand's message.
Lack of Personalization
Mass marketing campaigns that fail to use personalization can end up feeling generic and lose their appeal. At Publift, we help our clients target their prospects with personalized programmatic advertising.
Paying close attention to your users' location, age, gender, and interests means you can serve ads for mobile devices that are relevant to your audience. The ad below is a wonderful example of targeted advertising, with a banner ad for Fitcover, makeup designed for athletes, appearing above an article about running.
Poor Placement
Media buyers purchasing advertising space know that there is a true art to ad placement, which, when perfected, can do wonders for building a brand's image and creating good return on investment for advertisers and publishers alike.
While low-cost advertising inventory may be appealing to begin with, poorly targeted placements, low-value inventory, and multiple spots running on the same page can cost publishers at the end of the day.
Publishers and app developers should consider which mobile banner ads will work best for their sites and target audience, keeping the mobile web in mind. The best mobile ad format for one publisher may not work for their competitor and vice versa.
Crossing the Line
In striving to be edgy and gain consumer's attention, some brands can end up crossing the line. There is often a fine line between being witty and offensive, which can easily be crossed if left unchecked. This ultimately leads to negative press and a decline in user respect. Advertisers should strive to ensure their message doesn't alienate or disrespect any segment of the community, whether they are part of the intended audience or not.
The Dove ad for mobile apps that crossed the line
The above ad by Dove is one such example of where advertising has crossed the line. In the Facebook banner ad for Dove body wash, an African woman removes her top and metamorphoses into a Caucasian woman. Dove subsequently removed the ad, and the brand publicly apologized for its misdemeanor.
Click Baiting
With so much clutter and noise in the mobile banner ecosystem, it can be tempting to create a banner ad that is clickbaity in nature. While these ads tend to guarantee at least some level of engagement, the long-term payoff is poor and can ultimately harm a brand's reputation.
Keep your digital advertising message truthful and on-brand. It will pay off in the long run.
Political and Cultural Misappropriation
Several ad campaigns have come under fire recently for cultural misappropriation and being too politically driven. Remember the infamous Pepsi ad featuring Kendall Jenner?
While studies have shown that Americans are okay with brands stepping into political territory, putting a foot out of place can be detrimental to the brand and everyone involved. Publishers need to carefully consider whether serving ads with a political overtone will serve their application or harm it.
Mobile banner ads are still one of the most popular ad formats available due to their high visibility and easy implementation. However, with studies showing that native ad campaigns receive 53% more views than banner ads, publishers and advertisers need to follow best practice and avoid the pitfalls of poor mobile banner ad implementation.
This includes thinking carefully about mobile banner ad sizes, creative elements, media, messaging content, and ad placement.
Creators should segment and target their audience but without alienating other members of the online community.
How Publift Can Help You Boost Your Revenue From Mobile Banner Ads
Publift’s ad management system can be managed remotely, taking the guesswork out of ad serving so that you can focus on what you do best—create great content.
Fuse, Publift's all-in-one programmatic advertising solution, is conveniently built to function after a one-time implementation. Simply set up your tags for mobile banner ads and stay optimized for a lifetime. Once your tags are on the page, our expert team will test, analyze, and optimize your setup to maximize revenue. New partners, new demand, new technology, and new ad layouts can be added with just the click of a button. You won't need to change the code on your page from an advertising perspective ever again.
If you’re making more than $2,000 in monthly ad revenue, contact us today to learn more about how Publift can help increase your ad revenue and best optimize the ad space available on your website or app.
Mobile Banner Ads FAQs
What Are Popular Sizes for Mobile Banner Ads?
For phones, popular sizes for mobile banner ads are:
Standard Banner (320x50)
Large Mobile Leaderboard (320x100)
Medium Rectangular Banner (300x250)
Large Banner (320x90)
Smart Banners
For tablets, 468x60 and 728x90 are popular sizes.
Do Mobile Banner Ads Increase Sales?
Yes, a change of about 2% can be achieved when working with mobile banner ads.
How Much Does A Banner Ad Make?
If you are getting paid per click, you might receive anywhere from $0.03 to $0.20 per click. A typical average might be $0.05 . If you get a 1% click rate and you have 100,000 impressions per month, that means that you might expect to receive $50 per month.