INFOGRAPHIC: Facebook, Other Social Networks Boost Mobile Rich-Media Ads

Mobile rich-media ads fare far better on social networks than via mobile publishers, according to the results of a study by rich-media mobile-ad-serving and analytics firm Celtra, released Tuesday.

Mobile rich-media ads fare far better on social networks than via mobile publishers, according to the results of a study by rich-media mobile-ad-serving and analytics firm Celtra, released Tuesday.

Celtra analyzed 32 mobile rich-media campaigns that used the same or “highly comparable” creative via both outlets, and it found that social rich-media ads boasted:

  • An ad engagement rate four times higher.
  • An ad journey-completion rate 16 times higher.
  • Double the ad-engagement time.
  • Three times higher video play rate.
  • A social media share rate four times higher.

Meanwhile, standard rich media ads had:

  • Five times higher engagement with location-based features.
  • A slightly higher engagement rate with galleries and presentation features.

Celtra Co-Founder and Chief Product Officer Matevz Klanjsek said:

When it comes to engagement with mobile rich-media ads, social media networks definitely have the upper hand. This is largely due to the native nature of their advertising products, where ad experiences organically become a part of the conversation.

However, that doesn’t mean that social media is necessarily always a better place for mobile advertising. Certain ad experiences, such as the ones using location-based features, will still perform better as standard rich-media ads. This study shows above all the power of native mobile ad experiences and the value they can deliver for advertisers.