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.
Publicidad digital móvil y anuncios publicitarios
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 deliverthree times the revenueproduced 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 consumersclaimed 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 isbanner 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 advertisinggenerally 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 usersexperienced banner blindness, while a report by Global Web Index claims thatclose to half of all internet usersuse 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.
¿Cuánto dinero ganan los anuncios de banner para móviles?
Si bien cada campaña variará ligeramente, las estadísticas de EE. UU. muestran que la mayoría de los anuncios de banner para dispositivos móviles generan entre $0,50 y $1,20 por cada 1000 impresiones (CPM). Si bien estos CPM pueden no ser tan altos como otros formatos de anuncios, como los anuncios de video, los anuncios de banner para dispositivos móviles siguen teniendo un desempeño sólido y deberían desempeñar un papel central en cualquier publicidad en la aplicación o campaña de marketing web móvil.
Guía de tamaños de anuncios de banner para móviles
Mobile banner ad sizes vary considerably, but the most common banner sizes can be found in the table below.
Standard Banner 320 x 50:Thisbanner 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 Leaderboard728 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.
Los mejores tipos de anuncios móviles
Anuncios multimedia enriquecidos
Se trata de anuncios gráficos de muy alta calidad. Son una forma interactiva de anuncios gráficos que responden a las acciones del usuario, como los anuncios que se abren cuando se desplaza sobre ellos. Se pueden incluir como parte de una campaña de anuncios programáticos.
Los anuncios rich media pueden contener una imagen, un vídeo o un audio que animen a los visitantes a interactuar con ellos. Si bien son populares e interactivos, algunos editores se mantienen alejados de los anuncios rich media porque son muy pesados y pueden ralentizar las páginas.
Back in the day, rich media ads were mostly used by app publishers, but now you will find these on websites as well.
Consejos para utilizar anuncios Rich Media
A continuación se ofrecen algunos consejos para aprovechar al máximo los anuncios rich media en su plataforma:
- Asegúrese de utilizar anuncios que sean interactivos y no intrusivos.
- No te excedas con las animaciones; mantenlo sutil
- 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
- No cometas el error de obligar a los usuarios a interactuar con tus anuncios
- With videos projected to account for82%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.
Ventajas:
Ofrezca un contacto más atractivo que pueda generar CTR más altos y un mejor retorno de la inversión.
Proporcionar una mejor experiencia de usuario, haciendo que los usuarios les presten más atención.
Employ emotional appeals that are difficult to execute in a traditional medium
Ayudar a las marcas a establecer un punto de apoyo más significativo y crear conciencia.
Contras:
Many viewers may be unable to view these ads because bandwidth requirements are greater than other formats
A menudo requieren navegadores o complementos específicos para reproducirse correctamente, lo que podría impedir que algunas audiencias vean el mensaje.
Anuncios de banner para móviles
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.
Aparecen en forma de barra, columna o cuadro con texto e imagen en la pantalla del móvil del usuario. Son eficaces porque es muy difícil pasarlos por alto. Sin embargo, debes prestar especial atención a su ubicación para disfrutar de un buen engagement.
Consejos para utilizar anuncios de banner para móviles
A continuación, le indicamos cómo crear los mejores anuncios publicitarios para aumentar sus ingresos:
- Siga experimentando con diferentes tamaños de anuncios para encontrar el que funcione mejor para usted.
- Evite colocar anuncios de manera que generen clics accidentales. Puede generarle ingresos, pero puede obligar a los usuarios a abandonar su sitio.
- No coloque demasiados anuncios en una página, especialmente cerca unos de otros, ya que no se ven bien visualmente. También pueden afectar negativamente la experiencia del usuario y Google podría penalizarlo.
Ventajas:
Con los anuncios publicitarios, los editores pueden captar la atención de la audiencia mediante carteles llamativos.
Son perfectos si un editor busca notoriedad de marca. Tienen un mayor alcance y pueden ser vistos por muchas personas.
Los banners móviles admiten varias opciones de orientación, incluido el segmento de audiencia, la reorientación, la orientación geográfica y la orientación específica del editor.
Contras:
Pueden atraer clics accidentales, lo que puede traducirse en un CTR alto pero una tasa de conversión baja.
Anuncios nativos para móviles
Native adsare 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.
Estos anuncios generalmente vienen con una etiqueta "sugerida" o "promocionada" y se sabe que imitan el estilo, tamaño, formato y tipo del contenido. Así es como consiguen llamar la atención de los visitantes.
No hay un tamaño específico para los anuncios nativos, ya que están diseñados para combinarse con el contenido de la página.
Un anuncio nativo puede tener la forma de un título, un banner, un vídeo o una miniatura.
Consejos para utilizar anuncios nativos para móviles
A continuación, le mostramos cómo aprovechar al máximo los anuncios móviles nativos:
- Los anuncios nativos para móviles están diseñados para fluir bien. Se sirven sin interrumpir la experiencia del usuario. Sin embargo, es importante que los editores agreguen una advertencia (promocionada, patrocinada, etc.) con los anuncios.
- Estos anuncios son más adecuados para los editores que tienen una cantidad decente de visitantes interesados.
- Native ads can be combined with other ad formats, such as mobile display ads, to get better results.
Ventajas:
Suelen aparecer en lugares que los lectores ya están visitando. Por lo tanto, elige un espacio más específico para su audiencia.
Atraen más atención, tiempo y rendimiento que los anuncios móviles tradicionales.
Es menos probable que los anuncios nativos móviles se vean afectados por los bloqueadores de anuncios.
Responden al dispositivo y ajustan automáticamente su tamaño y apariencia según el dispositivo utilizado.
Contras:
Los anuncios nativos de mala calidad pueden reducir el interés del lector en el contenido real del editor.
Estos anuncios pueden resultar más caros que otras formas de publicidad.
Anuncios de vídeo para móviles
It's hard to ignore the importance of video ads.. According to Statista, global video ad spend is expected to hit $207.52 billionthis 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 of7 hours per daywatching 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 topvideo ad networksfor publishers for more ideas.
Consejos para utilizar anuncios de vídeo para móviles
A continuación se explica cómo maximizar los ingresos mediante anuncios de vídeo:
- Considere ofrecer una variedad de anuncios de video, incluidos anuncios in-stream y outstream, para atraer a una gama más amplia de clientes.
- 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.
Ventajas:
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.
Contras:
El contenido y la ejecución de los anuncios de video para dispositivos móviles deben ser de alta calidad; de lo contrario, es probable que no pueda generar clientes potenciales.
Requieren de un gran presupuesto para su creación, edición, música y creación de campañas.
Anuncios intersticiales
These ads are more commonly seen on mobile apps. Theycover the entire screen and are popular for containing interactive elements.
Interstitial adstypically 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).
Nombres importantes como Pinterest y Airbnb utilizan estos anuncios y han visto un aumento destacado en su tasa de instalación después de utilizar anuncios intersticiales.
Estos anuncios ofrecen buenos CTR y pueden utilizarse para crear conciencia.
Consejos para utilizar anuncios intersticiales
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.
A continuación se explica cómo generar más ingresos mediante anuncios intersticiales:
- 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.
Ventajas:
Un anuncio intersticial de pantalla completa genera niveles de visibilidad que los anuncios de banner no pueden igualar.
By acquiring maximum space, interstitial ads can attract a higher CTR, which means more conversions and more revenue for publishers.
Contras:
A veces, los anuncios intersticiales pueden interrumpir e irritar al lector.
Los editores deben seguir las mejores prácticas al implementar anuncios intersticiales y considerar todas las pautas y recomendaciones de Google. De lo contrario, el riesgo de ser sancionado es muy alto.
Qué evitar al crear anuncios de banner para móviles
La gente tiene mucha memoria cuando se trata de publicidad. Una experiencia publicitaria mala e intrusiva con una marca puede alejar a una persona de la empresa de por vida.
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.
Estas son las cosas que se deben evitar.
Contenido confuso y molesto
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.
Falta de personalización
Las campañas de marketing masivo que no utilizan la personalización pueden terminar pareciéndose genéricas y perder su atractivo. En Publift, ayudamos a nuestros clientes a dirigirse a sus clientes potenciales con publicidad programática personalizada.
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.
Mala colocación
Los compradores de medios que compran espacios publicitarios saben que la colocación de anuncios es un verdadero arte que, cuando se perfecciona, puede hacer maravillas para construir la imagen de una marca y generar un buen retorno de la inversión tanto para los anunciantes como para los editores.
Si bien el inventario publicitario de bajo costo puede resultar atractivo para empezar, las ubicaciones mal orientadas, el inventario de bajo valor y varios anuncios publicados en la misma página pueden costarle a los editores al final del día.
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.
Cruzando la línea
Al esforzarse por ser vanguardistas y captar la atención del consumidor, algunas marcas pueden terminar cruzando la línea. A menudo existe una delgada línea entre ser ingenioso y ofensivo, que puede cruzarse fácilmente si no se controla. En última instancia, esto conduce a una prensa negativa y a una disminución del respeto de los usuarios. Los anunciantes deben esforzarse por garantizar que su mensaje no aliene ni falte el respeto a ningún segmento de la comunidad, ya sea que formen parte de la audiencia objetivo o no.
El anuncio de Dove para aplicaciones móviles que cruzó la línea
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.
Haga clic en cebo
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.
Mantenga su mensaje publicitario digital veraz y acorde con la marca. A la larga dará sus frutos.
Apropiación indebida política y cultural
Varias campañas publicitarias han sido criticadas recientemente por apropiación cultural indebida y por estar demasiado orientadas políticamente. ¿Recuerdas el infame anuncio de Pepsi en el que aparece Kendall Jenner ?
Si bien los estudios han demostrado que los estadounidenses están de acuerdo con que las marcas entren en territorio político, poner un pie fuera de lugar puede ser perjudicial para la marca y para todos los involucrados. Los editores deben considerar cuidadosamente si publicar anuncios con un tono político favorecerá su aplicación o la perjudicará.
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 receive53% more viewsthan banner ads, publishers and advertisers need to follow best practice and avoid the pitfalls of poor mobile banner ad implementation.
Esto incluye pensar detenidamente en los tamaños de los anuncios de banner para dispositivos móviles, los elementos creativos, los medios, el contenido de los mensajes y la ubicación de los anuncios.
Los creadores deben segmentar y dirigirse a su audiencia, pero sin alienar a otros miembros de la comunidad en línea.
Cómo Publift puede ayudarle a aumentar sus ingresos a partir de anuncios de banner para móviles
El sistema de administración de anuncios de Publift se puede administrar de forma remota, lo que elimina las conjeturas sobre la publicación de anuncios para que pueda concentrarse en lo que mejor sabe hacer: crear contenido excelente.
Fuse, la solución de publicidad programática todo en uno de Publift, está convenientemente diseñada para funcionar después de una implementación única. Simplemente configure sus etiquetas para anuncios de banner móviles y manténgase optimizado de por vida. Una vez que sus etiquetas estén en la página, nuestro equipo de expertos probará, analizará y optimizará su configuración para maximizar los ingresos. Se pueden agregar nuevos socios, nueva demanda, nueva tecnología y nuevos diseños de anuncios con solo hacer clic en un botón. No necesitarás cambiar el código de tu página desde una perspectiva publicitaria nunca más.
If you’re making more than $2,000 in monthly ad revenue,contact us todayto learn more about how Publift can help increase your ad revenue and best optimize the ad space available on your website or app.
Preguntas frecuentes sobre anuncios de banner para móviles
What Are Popular Sizes for Mobile Banner Ads?
For phones, popular sizes for mobile banner ads are:
Pancarta estándar (320x50)
Large Mobile Leaderboard (320x100)
Banner rectangular mediano ( 300x250 )
Pancarta grande (320x90)
pancartas inteligentes
For tablets, 468x60 and 728x90 are popular sizes.
¿Los anuncios de banner para móviles aumentan las ventas?
Yes, a change of about 2% can be achieved when working with mobile banner ads.
¿Cuánto gana un anuncio publicitario?
Si le pagan por clic, puede recibir entre $ 0,03 y $ 0,20 por clic. Un promedio típico podría ser $0,05. Si obtiene una tasa de clics del 1% y tiene 100.000 impresiones por mes, eso significa que puede esperar recibir $50 por mes.