The top advertising formats for desktop, tablet and smartphone

ADVERTISING FORMATS  Advertisers and agencies answer a survey on the best advertising tools for displays to attract the user's attention. Full-page overlay and native ads are at the forefront. Equally important are post-impression campaigns and user activity.An appealing creative is cited as the most important method in display advertising. This helps to attract the user's attention. Two-thirds consider personal and relevant content to be important for the user. Third place is taken by the placement of the ad on the page. One in three agency representatives and one in two advertisers consider placement to be important. These are the results of the "Industry Pulse Survey: Consumer Attention In Digital" by Undertone among 571 agencies and 101 advertisers.Advertisers differentiate between desktop and mobileAdvertisers judge the attention-grabbing power of ad formats differently depending on the screen. On desktop, four out of ten advertisers consider full-page overlays to be the best choice, followed by native ads (19 percent) and top-of-page placements (18 percent). On tablets and smartphones, just under a third see native ads in front, while a quarter prefer full-page overlays.Standard display advertising loses importanceFor 2015, 35 percent of the advertisers surveyed have reduced their budget for standard display advertising. They are investing more money in mobile (+ 76 percent), video (+ 76 percent) and native advertising (+ 58 percent). One in two (54 percent) said the reason for the budget shift was to achieve better performance values.Post-impression actions and interactions instead of click-through rateTo measure user attention, advertisers rely on various KPIs to evaluate the success of a campaign. For four out of ten respondents, post-impression actions, such as user activity and conversions on the website, serve as the most important indicators. A third prefer the user's interactions with the features in the advertising material. Only for one in ten respondents is viewability the most important success indicator for attention. Click-through rate brings up the rear with seven percent. The KPI preferences also influence the billing models. Three quarters of advertisers would like to buy display advertising on a cost-per-interaction basis.

The top advertising formats for screens.