For getting maximum return on investment from the ad campaigns, advertisers need to choose the right ad type and format. But how to define the most benefitting types of ads on mobile? Should they focus on banners or producing video content? Here is a review the main types of ads available for small screens and the level of their efficiency for branding and lead generating.

Banner Ads

The ad type that has been on the market for the longest time, banner advertising is still popular with brands. In fact, mobile display ads already overtook desktop ads, according to BI report. The ad type comes in a number of formats: banners, catfish, interstitial, gift ads, rich media, and other. This variety is advantageous for publishers, who can efficiently integrate banners into the content of their mobile websites or apps.

Although display ads have been experiencing major setbacks in viewability and click-through rates, because of the banner blindness and ad blocking, many brands still prefer to advertise with banners. Currently, it’s one of the major ad formats on the digital advertising market. In some regions, it’s the dominant format on mobile. For example, banner ads make up to 75% of mobile advertising in the Asia Pacific, according to eMarketer.

Clickky has conducted a research on the efficiency of display ad formats. From the randomly selected 500 websites registered with the Clickky’s self-serve platform, the average CTR for each placement type were the following:

Placement type CTR
dialog ads 8.66%
expandable 3.78%
rich media 3.63%
fullscreen 2.55%
catfish 2.33%
interstitial 1.96%
recommended apps 0.22%



Overall, banner ads can deliver good results for advertisers on mobile. Both for the branding campaigns and for enhancing the efficiency of other ad formats, as some of the studies show, and for inducing clicks and views.

Native Ads

The ads that match the style of the website or an app, where they are served, are called native ads. Because this ad type mixes so well into the surrounding content, it helps overcome the banner blindness issue and reach out to customers on a deeper level. As a result, it becomes increasingly popular with advertisers.

Currently, native advertising accounts for 50% of all digital spend in the USA, according to eMarketer. BI Intelligence predicts, that the share of native digital ad spend will reach 64% by 2020, in major part on social media.

native ads for mobile advertisers


When not bought on social media platforms, native ads are traded programmatically. The recent research by eMarketer shows that more brands are adopting native ad format incrementally and focus on purchasing native ads via programmatic marketplaces.


Video on mobile is topping the global consumption of digital media. The number of people who watch video on any device will reach unprecedented 2.38 billion people in 2018. More than three-quarters (78.4%) of digital video viewers use their mobile phones to watch digitally streamed content, according to the eMarketer research.

By all accounts, video is the fastest-growing ad format, topping even native ads. It offers possibilities to engage users, take their full attention and induce social shares. More than that, video is the primary channel to reach out to millennials.

millenials video content consumption

The rise of video is also connected to the development of programmatic technologies and the arrival of more efficient media buying with universal video tag standards. Brands that focus on producing captivating and engaging video ads, specifically for mobile, tend to achieve excellent results.

Discover new opportunities for your brand with Clickky’s programmatic and video platforms. Get in touch.