You’re finally convinced about the benefits of launching your bank’s first mobile marketing campaign. You know how to get started, you have your data lists and your target locations ready, and you know exactly what you want your creative to look like. But, where should you place these ads and what are the optimal sizes?
First, let’s talk about placement. Up until 2017, Google had strict regulations regarding ad placement on mobile devices. With the exception of 320×50 banners, mobile ads were not permitted to be placed “above the fold” of the page. The term “above the fold” originated with print; on the front page of a newspaper, the section at the top is visible even when the paper is folded, and therefore items printed in this section get the most attention. The “virtual” fold on a mobile device is the area a user can see without having to scroll.
Recently, Google has lightened up on its placement restrictions for ad placement on mobile device. It now permits larger ad sizes above the fold after finding that these ads don’t disrupt the user’s experience. Additionally, Google has discovered that the best placement for your ads is actually a divided one, where only half of your creative is presented above the fold. This method makes the user have to scroll down the page and, indirectly, look at your promotion or offer in full.
Now that you know where to place your ad, your next task is to determine which size ads perform best. With mobile ads, size does matter.
It’s no surprise that the larger ad sizes tend to produce better results than small banners; they’re just more eye-catching and basically unavoidable. Google found that on average the ad size that reaches the highest click-through rate, or CTR, is 300×250. This size is a happy medium – it’s large enough to catch the interest of your audience and doesn’t cause many accidental clicks.
Even bigger ads, such as 320×480, can also perform well, but tend to have a higher rate of accidental clicks. This leads to a negative user experience and a higher bounce rate. Smaller banner sizes, such as 320×50, have the lowest performance rate, which makes sense considering that the smaller the size is the harder it is to attract users’ attention. Ads become less readable, and the images aren’t big enough to create a visual impact.
The bottom line here is that larger ad sizes perform the best, but can have consequences. At the end of the day, each creative set can impact your audience differently depending on the images used and the number of characters in your copy. That’s why it’s good practice to resize your creative assets to as many different sizes as possible. Launch them all, and see which ones perform best on each of your campaigns.
The best part about working with companies like RAIN is that you have access to real-time results, and a team behind you who will optimize your campaign on a daily basis, making your campaign as successful as possible.