Marketers looking to advertise their mobile shopping app will get the best deal on banner ads on both Android and iOS, according to Liftoff. For Android, the most expensive ad format is interstitial, followed by playable (interactive ads that allow users to preview the app before they downloading it). For iOS, playable ads are by far the most expensive ad format.
As ecommerce apps add more gamified elements, marketers may seek out playable ads that showcase how users can interact with the app (though the high cost could be a deterrent).
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