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Mobile Native Ad Benchmarks Set

WARC cites figures from Polar which suggest higher click through rates and engagement levels for native ads shown on mobile devices than those shown on desktop computers. “The click-through-rate (CTR) on mobile placements averaged 0.26%, or 57% higher than on the desktop, while engagement time on mobile native ads, at three minutes and 12 seconds, was 33% longer than on the desktop. These figures were even higher when smartphones were considered in isolation from tablets. Smartphone native ads boasted an engagement time of three minutes and 37 seconds, 45% higher than those served on tablets, while the average CTR stood at 0.27%.”

In terms of content, finance had the lowest click through rate but the longest time spent per ad. Conversely, the news category had the highest click through rate but the shortest time spent per ad.


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