定義：
An ad format is the visual, interactive, or technical form in which an advertisement is presented to a user. Common mobile ad formats include banners, interstitials, rewarded videos, native ads, video ads, and playable ads.
What Is an Ad Format?
An ad format determines how an advertisement appears and how a user interacts with it.
Different formats can create very different experiences. A banner occupies a small area of the screen, while an interstitial typically takes over the full screen. A playable ad lets someone interact with a simplified version of an app or game before installing it.
The format can influence:
- Visibility
- Engagement
- Click-through rate
- コンバージョン率
- Creative requirements
- 取得原価
- Post-install user quality
This makes ad format an important dimension when evaluating mobile campaign performance.
What Are the Most Common Mobile Ad Formats?
バナー広告
Banner ads are rectangular ads displayed within an app or mobile website.
インタースティシャル広告
Interstitial ads are full-screen advertisements usually shown at natural transition points, such as between game levels.
Rewarded Video Ads
Rewarded videos give users an in-app reward in exchange for watching an advertisement.
ネイティブ広告
Native ads are designed to match the appearance and experience of the surrounding platform or content.
Video Ads
Video ads use motion and sound to promote an app, product, or service.
プレイアブル広告
Playable ads allow users to interact with part of an app or game experience before deciding whether to install.
How Do You Measure Ad Format Performance?
Ad formats should be evaluated using both pre-install and post-install metrics.
A marketer might compare three formats:
- Banner: $0.80 CPI
- Video: $1.10 CPI
- Playable: $1.35 CPI
Based on CPI alone, the banner appears to be the winner.
But suppose 30-day LTV is:
- Banner users: $0.90
- Video users: $1.70
- Playable users: $2.40
The playable ad is more expensive initially, but it acquires users who generate substantially more value.
This is why ad format analysis should include metrics such as:
- Click-through rate
- コンバージョン率
- インストールあたりのコスト
- Retention
- アプリ内イベント
- 収益
- LTV
- ROAS
Where an advertising partner provides reliable format or placement data, an MMP can connect that information with post-install outcomes.
Ad Format vs. Ad Unit
An ad format describes the general advertising experience.
An ad unit is the specific configured advertising placement.
例えば：
- 広告形式： 報酬付き動画
- Ad unit: Rewarded video after Level 5
- Placement: The point in the app where that unit appears
A publisher may have several ad units using the same format.
Keeping these dimensions separate makes reporting more precise.
Why Does Ad Format Matter for User Acquisition?
Different formats can attract different types of users.
A playable ad may allow potential users to experience a game mechanic before installing. This could reduce the number of low-intent installs.
A static ad may produce high click-through rates but communicate less about the actual product experience.
The best-performing format therefore depends on the campaign objective and the quality of users acquired, not simply the number of clicks or installs.
How Does an MMP Help Compare Ad Formats?
When format data is available from the advertising partner, marketers can connect the original ad interaction with downstream user behavior.
This helps answer questions such as:
- Which format produces the strongest retention?
- Which formats generate paying users?
- Which ad format generates the highest LTV?
- Which format produces the best ROAS?
- Does format performance vary by network or country?
The objective is to understand which formats generate business value after the install.
Best Practices for Comparing Ad Formats
Measure downstream quality.
Do not judge formats using clicks or CPI alone.
Compare similar audiences.
Major targeting differences can distort format comparisons.
Keep format and placement separate.
They represent different dimensions.
Measure revenue.
Include purchase, subscription, or ad revenue where applicable.
Account for creative quality.
One weak creative does not prove that an entire format performs poorly.
関連用語
よくある質問
What is an ad format?
An ad format is the visual or interactive form used to present an advertisement, such as a banner, video, interstitial, or playable ad.
What are the most common mobile ad formats?
Common formats include banners, interstitials, rewarded videos, native ads, video ads, and playable ads.
What is the difference between an ad format and an ad unit?
An ad format describes the type of advertising experience, while an ad unit is the specific placement configured to display it.
Which mobile ad format performs best?
There is no universal winner. Performance depends on the app, audience, creative, network, campaign objective, and downstream user quality.
Can an MMP measure performance by ad format?
Yes, when reliable ad-format information is available from the advertising partner, it can be connected with attribution and post-install performance data.