Smartphones and tablets create a unique media environment for reaching consumers. Mobile apps and the mobile web on these devices are tailor-made to offer rich advertising and media experiences.
The establishment of standard ad units for smartphones and the IAB Mobile Rising Stars units (which work across smartphones and tablets alike), opened the door for ad units that scale across a wide array of publishers. However, many publishers also offer their own ad sizes in addition to the standard ones.
To help the industry gauge mobile creative trends, the IAB conducts a regular survey of its ad-selling members to examine which ad formats are widely available and which are rare or infrequent. Although the sample size for this survey was relatively small, the findings illuminate a number of the key prevailing trends in smartphone and tablet ad inventory.