Harut Nahapetyan Founder & CEO

In the competitive landscape of digital advertising, Wimedia stands out by delivering targeted full-screen ads through its WiFi advertising platform. When users connect to free WiFi in public spaces like airports, they encounter ads that can't be missed. But what makes some ads more effective than others? Let's delve into the performance of different ad types on Wimedia to uncover what works best.

Video Ads: Engaging but Not Always Efficient
Video ads on Wimedia have an average click-through rate (CTR) of 6.3% and an average view time of 10 seconds. These ads are engaging, capturing users' attention with dynamic content. However, their slightly lower CTR compared to other ad types suggests that while users watch these ads longer, they might not always click through. Video ads are ideal if your goal is to engage users with your message, but they may not be the best choice for driving immediate traffic.

Banner Ads: High Traffic Drivers
Banner ads, with an average CTR of 7.2% and a view time of 6 seconds, are particularly effective at driving traffic to websites. These ads are concise and visually appealing, making them highly clickable. If your primary objective is to increase website visits, banner ads offer a straightforward and effective solution.

Lead Generation Ads: Focused on Conversion
Lead generation ads are designed to collect user information, such as names, emails, and phone numbers. These ads have an average lead conversion rate of 3.2% and a view time of 6 seconds. While they don't drive as much immediate traffic as banner ads, their strength lies in building a database of interested users. This ad type is useful for businesses looking to gather leads for future marketing efforts.

Poll/Survey Ads: Interactive Engagement
Poll and survey ads have the highest engagement, with an average response rate of 8.3% and a view time of 6 seconds. These ads invite users to participate in interactive content, which can be effective for collecting valuable feedback and engaging users in a meaningful way. They are ideal for gathering insights and encouraging user interaction.

Common Pitfalls to Avoid
When creating ads, it's crucial to avoid certain pitfalls that can diminish their effectiveness:

Excessive Text: Ads with too much text can overwhelm users, leading them to skip the ad altogether.

Unclear Offers: If the benefit to the user isn’t clear, the ad is unlikely to succeed.

Missing Call to Action (CTA): Including a clear CTA, such as "Learn More," can significantly increase CTR.

Direct Sales Focus: Expecting immediate sales from these ads is unrealistic. On average, it takes a customer 11 days to decide to purchase a product after the first interaction.

The effectiveness of an ad on Wimedia depends on both the ad type and the clarity of its objectives. Video ads engage, banner ads drive traffic, lead generation ads collect valuable information, and poll/survey ads encourage interaction. Each type has its strengths and should be chosen based on the specific goals of your campaign. By avoiding common pitfalls and focusing on clear, compelling offers, you can make the most of Wimedia's advertising platform and achieve your marketing objectives.