Which digital ad formats are most effective?

Viewability vs. memorability across digital ad formats

Instagram is one of the most effective forms of advertising. Despite 1.9% low attendance at sessions, Instagram was 8.3 times more effective than games and 5.4 times more effective than desktops, while 77% of visitors saw an ad at some point during the session. Instagram achieved an ad efficiency score of 10.8%, which is also consistent with large format mobile ads in articles.

Large format article ads are just as effective as Instagram ads. These ads also reached 10.8% in ad effectiveness, with 4.1% participation in the session. The percentage of exposure was 50%. The research found that mobile web advertising offers a lucrative format for increasing social efforts in existing contextual environments.

Mobile freight ads are blocked with twice the effectiveness of desktop ads. Kargo’s ‘Breakout’ and ‘Sidekick’ ad units – which appear as a fixed unit at the bottom of articles – ranked third in ad efficiency, with 3.9% and 90% visibility. Using a standard banner format and adding animation, these smaller-sized units were analyzed to see if creative improvements alone could lead to session attention and participation.

In-game banner ads showed the least effective ad. Although the game’s banners were highly visible in the app (90% visibility), according to Kargo’s research, they were rarely seen and produced only 1.3% of the ad’s effectiveness. Almost 98.5% of the time the ad was not viewed, the total number of sessions attended. In addition, the recall for these ads was extremely low and visitors said there were no lasting impressions of the brands or products advertised.

Desktop banners are the second least effective ad across all platforms. Kargo exposed the gifts to advertising banners side by side. While these ads are 80% viewable, they are viewed only on average 1.9% of the total session time and represent 2% of the ad’s effectiveness.

Why we should care

The survey results indicate that in-app games and mobile ads for fixed internet showed the highest exposure, despite in-app ads generating a very low ad reminder. On the other hand, Instagram and in-article mobile ads provided greater effectiveness and reminders, although they are not considered the most visible.

“To deliver a successful advertising experience today, brands need to consider whether their creative work conveys a clear and resonant message to consumers,” said Harry Kargman, CEO and founder of Kargo.

Factors like advertising, messaging and digital positioning can have a big impact on how consumers are exposed to ads and whether they are memorable or not.

The visibility calculation means that an ad format has more potential to impress an audience the longer it is viewed, but Kargo’s results show that visibility alone is not a consistent indication of the ad’s lasting effect. Digital advertisers should keep in mind that, while an ad may be “visible”, it does not necessarily mean that it is memorable.

Build brand memory using your digital marketing ads

Strategic repetition is the best way to leverage your campaigns and increase consumer appeal with your brand. While you may not want to add the same type of add-ons indefinitely, we recommend using some recurring elements in your advertising campaigns to increase awareness, insight, and a sense of cohesion in your business. Remember that each brand has a specific demographic or person, so talk to your employees and find the ideal adoption. Consider things like age, location, gender, life, and even online activities if you want to align with your target audience’s values. That said, here are some questions to ask yourself when diving at the start of a new campaign:

• How does my target group connect with my brand?

• What are my client’s wants and needs?

• What brand message can I display to meet these needs?

• What mission, vision and values does this campaign aim at?

• Do the sites that serve my ads support my campaign images?