This is a conventional mobile format borrowed from marketing on computer. The aim of a banner ad is to demonstrate an embedded image via mobile web or in app to allure users to click on that ad. Despite its simplicity, a contemporary Liftoff report shows that banner ads are still a very good format that “outperforms native ads by a landslide when it comes to post install engagement on Android. ” However, this format may be field to “banner blindness”, whereby users are so familiar with seeing banner ads that they not take notice.
For this reason, agents may are looking to enforce banner ads with a cost per click CPC model. Click through rates CTRs are a good way to learn in case your ads are attractive your target viewers, but they don’t tell the entire story. By monitoring in app events and learning which channels are bringing you useful users additional down the line, that you could herald more high value users by replicating your most successful campaigns. For example, let’s say you are looking to compare two campaigns for your mobile game. Campaign A introduced you 1,000 new users while Campaign B brought you 500.
However, only 10 users from Campaign A made an in app acquire, while 20 users from Campaign B completed a purchase order event. In this scenario, the crusade with the lower CTR is better for ROAS, so it is sensible to scale up here to increase ROI.
