What is an ad format?
An ad format is the type of ad shown in an app, such as a banner ad, interstitial ad, rewarded video ad, offerwall ad, or playable ad. Each ad format looks and behaves differently, giving developers different ways to monetize their apps while shaping the user experience.
What types of ad formats are there?
Common mobile ad formats include:
- Banner ads: Small, rectangular ads that appear within an app's interface, typically at the top or bottom of the screen.
- Interstitial ads: Full-screen ads that appear at natural transition points, such as between levels or screens.
- Rewarded video ads: Video ads that give users an in-app reward, such as virtual currency or extra lives, after they watch or interact with the ad.
- Offerwall ads: A menu of advertising offers that lets users choose an action, such as completing a survey or installing an app, in exchange for an in-app reward.
- Playable ads: Interactive ads that let users try a short version of a game or app before deciding whether to install it.
Each format serves a different purpose. Banner and interstitial ads can provide broad, ongoing monetization, while rewarded, offerwall, and playable ads give users more opportunities to actively engage with advertising.
For more detail on supported formats and implementation, explore Unity’s ad format references.
How do ad formats work?
Ad formats determine how an advertisement is delivered, where it appears in an app, and how users interact with it. Developers typically select formats based on the app experience, monetization strategy, and point in the user journey.
- Banner ads: Display continuously in a designated area of the app, providing ongoing ad exposure without interrupting gameplay or app activity.
- Interstitial ads: Appear at natural transitions, such as between game levels or when moving between screens, and typically occupy the full screen.
- Rewarded video ads: Give users an in-app reward after they choose to watch or interact with an ad, making the ad experience voluntary.
- Offerwall ads: Present users with multiple offers or activities they can choose from in exchange for in-app rewards.
- Playable ads: Provide a short interactive preview of a game or app, allowing users to experience the product before installing it.
How do you choose the right ad format?
The right ad format depends on how the ad fits into the app experience and what the developer wants to achieve.
- Consider the user experience: Choose formats that fit naturally into the app without creating unnecessary interruptions.
- Match the format to the user journey: Use formats based on when users are most likely to engage, such as between gameplay sessions or when they choose to earn a reward.
- Define your monetization goals: Consider whether the priority is consistent ad revenue, user engagement, rewarded interactions, or driving app installs.
- Test different formats: Compare formats using performance and engagement metrics to determine which combinations work best for your audience.
- Balance revenue and engagement: A format that generates more revenue may not be the best choice if it negatively affects retention or user satisfaction.
Unity LevelPlay supports multiple ad formats, giving developers options for matching monetization with their app experience.
Frequently asked questions (FAQ)
What's the difference between an ad unit and an ad format?
An ad format describes the type and presentation of an ad, such as a banner, interstitial, rewarded video, or playable ad. An ad unit is a specific placement within an app where an ad is served, with its own configuration and settings.
Which ad format should I use in my app?
It depends on your monetization goals, app experience, and how much interruption or interaction you want to introduce. Banner ads provide continuous exposure with minimal disruption, while interstitial ads work well at natural breaks. Rewarded video ads let users choose to engage in exchange for an in-app reward, and playable ads provide an interactive preview before an app install.