The report also found that mobile expandable banners had greater success in engaging customers than polite banners across almost all verticals, with the financial sector being the one area where polite banners had a higher rate of engagement. The difference in effectiveness was most pronounced in the auto sector, where expandable banners had an interaction rate of 27.7% and polite banners one of 1.3%, for a total weighted average of 20.7%. Consumer packaged goods (CPG) was next, with an interaction rate of 3.1% for polite banners and 17.9% for expandable banners and a weighted average of 11.7%. Travel and telecom trailed other sectors in terms of overall interaction rate average. Read the rest at eMarketer.
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