Rich Media Mobile Ads See Double-Digit Engagement Rates

Rich media mobile advertisements see an average engagement rate of 12.8 per cent, according to Celtra, across all devices types, platforms and ad placements.

Expandable banners were the most popular rich media ad format, making up 67 per cent of ads. Interstitials came second (21 per cent), followed by banners (12 per cent).

iOS currently makes up a higher proportion of rich media ads than Android, with a majority of 55 per cent – Celtra says that as Android adoption continues to rise, it expects those numbers to even out.

“Creativity has always been at the heart of great advertising – and designing the right experience with the right message for the right audience is a key to success,” said Matevz Klanjsek, co-founder and chief product officer at Celtra. “Rich media mobile advertising is changing the way brands communicate with consumers by engaging them with meaningful, useful and often intimate experiences instead of simply bombarding them with commercial messages.”