What is Banner Ads?
Rectangular display advertisements placed within app interfaces.
Banner ads are rectangular display advertisements that appear within mobile app interfaces, typically at the top or bottom of the screen. They remain visible while users interact with the app content and are one of the most common and non-intrusive forms of mobile advertising.
Why It Matters
Banner ads provide a steady revenue stream with minimal user experience disruption. They have high fill rates and consistent performance, making them ideal for apps that want to monetize without interrupting user flow. For advertisers, banner ads offer continuous brand exposure and can drive awareness even without clicks.
How to Calculate
Banner ad performance is measured by: CTR = (Clicks ÷ Impressions) × 100, eCPM = (Revenue ÷ Impressions) × 1000, and Fill Rate = (Filled Requests ÷ Total Requests) × 100. Revenue = Impressions × CTR × CPC or Impressions × CPM ÷ 1000.
Industry Benchmarks
| Category | Average | Good Performance |
|---|---|---|
| Mobile Gaming | 0.5-1.5% CTR | 2%+ CTR |
| News & Media | 0.8-2% CTR | 3%+ CTR |
| Utility Apps | 0.3-1% CTR | 1.5%+ CTR |
Best Practices
Place banners in non-intrusive locations that don't interfere with core app functionality. Use appropriate sizing (320x50 standard mobile banner) for optimal performance. Implement refresh rates of 30-60 seconds to increase impressions without overwhelming users. Test different placements to find the balance between visibility and user experience.
Examples
A news app displays a 320x50 banner at the bottom of article pages. A puzzle game shows a banner at the top of the main menu screen. A weather app places a banner between the current weather and forecast sections.
Notes
Banner ads have lower eCPMs compared to video or interstitial ads but offer higher fill rates and less user disruption. They work well for apps with high session frequency. Avoid placing banners too close to important UI elements to prevent accidental clicks.