Dive Brief:

• It's common knowledge nowadays that banner ads are less effective than other types of ads, but they still comprise 97% of US mobile display advertising. 
• This news comes from Celtra's Q3 2014 Mobile Display Ad Performance Report that showed engagement with mobile ads is up across the board— including banner. 
• The report also showed that mobile video ads reached a completion rate of 41.5% in Q3 this year. 

Dive Insight: 

Standard banner ads may not be as effective as other methods, but that doesn't mean they have no worth. While ad tech is only getting more intelligent by the day, banner ads are still the easiest to produce and scale for mobile. Though as more scalable options become more popular for mobile, the banner ad will likely take a backseat—just like with desktop ad options.