Click-through rates on in-app video ads are 7.5x higher than display

Anne Freier

In Mobile Advertising. June 17, 2019

Average click-through rates of in-app videos are 7.5x higher than display ads, according to findings by mobile ad company Smaato.

The latest In-app Engagement and Conversion Report based on an analysis of three trillion ad requests on Smaato and over 80 billion impressions across 33 million installs found that rewarded video ads cost 86% less than video ads whilst providing similar conversion rates across key performance indicators.

“Advertisers are following consumers’ attention to mobile apps, and rightly so, but there are specific strategies that can be used to optimise in-app ad campaigns,” said Arndt Groth, President at Smaato. “By utilising both Smaato’s and Liftoff’s Q1 2019 data in combination, the report pinpoints the in-app ad formats that will give advertisers the highest return on investment.”

Meanwhile, interstitial display ad eCPMs were 4.6x higher than banner ads, although interstitials received an average CTR 18x higher than banners.

Smaato added that although there are strong differences in eCPM among interstitial, native and banner ads, the formats provider similar cost per action.

iOS devices outperformed Android devices in terms of higher cost and conversion rates on all formats.

In-app video ads had eCPMs that were 8.2x higher than display and average CTR was 7.5x higher for the format. However, cost per install was on average 40% higher for video than display.

“Although video ads tend to cost more than traditional display, the report proves that they also perform better throughout the funnel, making them well worth the investment to engage high-quality users,” Dennis Mink, VP Marketing at Liftoff added.

Rewarded video eCPMs were 86% lower than average video ads, whilst cost per registration and purchase were approximately 30% lower. Rewarded video conversion rates are fairly similar to video, but still exceed display.