Appnext offers a variety of products for mobile web, these include:
- Carousel widget 300x250
- Interstitial 320x480
- Recommendation Widget
- Classic Banner 320X50
But what would be the best way to utilize these tools?
We thought to share a few useful tips and some of the best practices for publishers utilizing our mobile web tags:
- Above the fold vs. below the fold: It really can’t be any more straight forward than this, above the fold means everything that a user sees when he enters your mobile web page – without having to scroll down. We can see that ads which are displayed above the fold have a much higher CTR – which makes perfect sense as every user that enters the site sees the ad - which in turn increases the chances of a conversion and ultimately a better eCPM. Ads below the fold will usually get less views, and therefor poorer performance. You can approach your success manager for a review of your site and to get some useful recommendations as to the positioning of new ad units.
Above the fold ads could have as much as x5 times the CTR compared to below the fold ads
You can take a look at this graph as a perfect example:
Pic source: Google and Doubleclick
As you can see, the viewability of the ad (in this example 300x250) declines almost exponentially the lower it’s positioned on the page.
2. Give it some time: One of the most common errors publishers do is to run a tag for a day or two and pause when it didn’t reach their expectations - judging performance based on a limited timespan as well as limited data. It’s important to note that our algorithm needs about 7 days of learning period in which it analyzes the publisher’s traffic in order for it to serve the best converting campaigns.
3. Open all Geo’s: Many publishers prefer focusing on one or two ‘strong’ Geo’s while overlooking the rest of the world. This may be true if you run a localized site in a native dialect, but less so in case of English or multi-languages sites. You can never know if a Geo you thought as irrelevant will suddenly start generating great eCPM (again-within the limitations of your traffic).
4. 300x250 as the 320x50 predecessor: R.I.P 320x50 banner, you served us well. While it still the most popular advertising format to date – the 320x50 banner is becoming more and more obsolete due to what we now call “banner blindness”. The industry is fast moving towards making the 300x250 banner the new standard as it’s more rectangular shape and larger size allows advertiser to make it more appealing to users (whether by integrating a video or just make it more attractive as a whole) and thus more efficient to publishers. You can check out our 300x250 Carousel tool which is a great example of what you can do when given just a little more space.
5. Static vs. Video: One of the cool features within our 300x250 Carousel tag is the ability to control whether it will play a video or stay static (meaning image only).
Publishers often like to manually control this feature. On one hand a video ad is a lot more ‘eye catching’ and usually improves conversion rate – especially in games where users love to see the playability before installing the app. On the other hand some publishers – especially in countries where internet connectivity is not the best – choose to disable video in order to improve loading time. While both options have their ups and downs it is the third option that is the best practice and that is to let our serving do the work for you, alternating between the two options based on its own analysis.
6. Using the right ads, at the right moment (mainly Interstitial): Interstitials are the top CTR yielding tools in the banner category, being a full screen ad – it naturally attracts more of the user’s attention than any other banner format. There are a few things to keep in mind though:
- Triggering - Triggering the interstitial at the right moment on your site can be crucial to performance as there could be substantial differences between triggering it once a user enters the site or whether he moves through pages. It’s preferable to avoid triggering the interstitial upon first entrance to the site as users are less prone for patience on that initial visit, and integrate it in between pages or popular categories.
- Frequency cap - Another thing that can greatly affect performance is the Frequency cap feature within our interstitial tag (labeled under the parameters “times_to_show”, and “times_to_show_reset”). Setting the right frequency cap can improve UX and save you impression. Best practice today is believed to be a cap of 3 views per user every 24 hours.