Mobile app ads have different capabilities than web ads. Therefore, it’s important to have a different mobile app strategy for ads, specifically around which ad sizes, formats, and placements would work for your app.
Of the various creative sizes and formats, certain formats for banners and interstitials have better performance than others. Among the standard IAB sizes, 300x250 size works best, bringing higher eCPMs. For more details, please refer to IAB’s Mobile Guidelines and best practices here.
In terms of ad placement, various mobile app categories perform better with different ad placement strategies. Some categories and successful placements observed include:
|Content consumption app (for example, news, feed)||
|Retail app||300x250 and 320x50 banners|
|Social app||Native ads in the stream|
|Travel app||Native ads in the stream|