• by Gavin O'Malley  @mp_gavin, May 22, 2019

For consumers and the marketers that love them, online video continues to redefine the in-app experience.

Indeed, average click-through rates for video in-app ads are now more than seven times higher than display ads, according to a new report from in-app ad platform Smaato and app marketing and retargeting platform Liftoff.

Rewarded video ads cost up to 86% less than video ads overall, despite similar conversion rates across key performance indicators, the pair found.

Interstitial display ad eCPMs are more than four times more than banner ads, yet they received an average CTR that is 18 higher than banners.

Despite wide average eCPM differences, interstitial, native and banner display ads offer similar cost per actions (install, registration and purchase), according to Smaato and Liftoff.

More broadly, the first quarter of the year saw a new record number of app downloads globally -- 10% more than in the previous year.

As the time consumers are spending in-app increases, a greater number of buyers are investing in in-app advertising than ever.

Stateside, digital ad spending exceeded $100 billion for the first time last year -- with mobile advertising growing 40% year-over-year to reach nearly $70 billion – according to the IAB.