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CTR Templates

Over the past few years, BidMachine has introduced new ad templates and rendering improvements to enhance the user experience and increase engagement. These changes have a direct impact on how users interact with ads and on the resulting CTR levels.

We recognize that transparency is essential in the relationship between BidMachine and DSPs. For that reason, we provide partners with a clear view of how ads are presented to users, along with a programmatic way to control the experience.

Ad experiences

Every template that can be served, from the most conservative to the highest-engagement flows.

Measured CTR ranges

Ranges observed across billions of impressions, so you know what to expect for each template.

Programmatic controls

The bid-response signal that lets you adjust the experience to your campaign objectives.

Fullscreen video ad format​

Five templates form a ladder from the most conservative rendering to the highest-engagement, multi-stage flow. Each is selected with the campaign_type signal in the bid response.

01

Low CTR template

The most conservative template from a CTR perspective.

CTR rangeBelow 5%
Bid response signalcampaign_type: low_ctr
UI details
  • Only video is displayed
  • Close time: 0s Ad is immediately skippable
  • Close button size: big
  • Fullscreen clickability disabled Interacting with the video pauses or resumes it
  • Only the small “learn more” button is clickable
02

Baseline template

Keeps the ad experience as close as possible to the original creative.

CTR range5–15%depending on creative
Bid response signalcampaign_type: baseline_ctr
UI details
  • Only video is displayed
  • Close time: 5s
  • Close button size: medium
  • Fullscreen clickability disabled Interacting with the video pauses or resumes it
  • Only the small “learn more” button is clickable
03

Mid CTR template

Introduces a multi-stage experience by supporting the end card.

CTR range15–25%depending on creative
Bid response signalcampaign_type: mid_ctr
UI details
  • Both video and end card (when available) are displayed
  • Close time: 5s
  • Close button size: medium
  • Fullscreen clickability enabled Interacting with the video initiates the click rather than pausing/resuming
  • “Learn more” button not displayed
Experience flow
1st stageVideo
2nd stageEnd card
04

High CTR template

Enriches the flow with two new touchpoints: a 2nd end card and a custom CTA.

CTR range25–35%depending on creative
Bid response signalcampaign_type: high_ctr

Requires bid.bundle presence.

UI details
  • Both video and end card are displayed
  • Close time: 10s
  • Close button size: small
  • Fullscreen clickability enabled Interacting with the video initiates the click rather than pausing/resuming
  • “Learn more” button not displayed
  • A 2nd end card is generated and added as a 3rd stage Video + 1st end card + 2nd end card
  • A persistent CTA is generated and displayed above the video
Experience flow
1st stageVideo, with persistent CTA
2nd stageEnd card, part of creative
3rd stage2nd end card · BM-generated
05

Highest CTR template

Mainly enables the skip-to-store feature — ideal for app-install campaigns.

CTR rangeAbove 60%
Bid response signalcampaign_type: highest_ctr

Requires bid.bundle presence.

UI details
  • Both video and end card are displayed
  • Close time: 10s
  • Close button size: small
  • Fullscreen clickability enabled Interacting with the video initiates the click rather than pausing/resuming
  • “Learn more” button not displayed
  • A 2nd end card is generated and added as a 3rd stage Video + 1st end card + 2nd end card
  • A persistent CTA is generated and displayed above the creative
  • Skip-to-store feature enabled

It uses native components such as SKProductView (SKPV) on iOS, so the user is not redirected outside the host app and can download the advertised bundle without any friction.

Experience flow
1st stageVideo, with persistent CTA
2nd stageEnd card, part of creative
3rd stage2nd end card · BM-generated
SK Product ViewDisplayed above the creative

Rewarded fullscreen video ad format​

For the rewarded fullscreen video ad format, we follow the same configuration described above.

The only difference is the overall duration of the ad experience: always 30s before becoming closeable. CTR is on average higher than for non-rewarded video, but still falls within the ranges above.

Fullscreen HTML / MRAID ad types​

For HTML / MRAID creatives, the templates differ mainly in close timing, close-button size, and the close-to-store behavior.

01

Low CTR template

The most conservative template from a CTR perspective.

CTR rangeBelow 5%depending on creative
Bid response signalcampaign_type: low_ctr
UI details
  • Close time: 0s
  • Close button size: big
02

Mid CTR template

Changes the close time and the close-button size.

CTR range5–10%depending on creative
Bid response signalcampaign_type: mid_ctr
UI details
  • Close time: 5s
  • Close button size: medium
03

High CTR template

Changes the close time and the close-button size.

CTR range10–20%depending on creative
Bid response signalcampaign_type: high_ctr
UI details
  • Close time: 10s
  • Close button size: small
04

Highest CTR template

Adds the close-to-store feature.

CTR rangeAbove 70%
Bid response signalcampaign_type: highest_ctr
UI details
  • Close time: 10s
  • Close button size: small
  • Close-to-store enabled User is redirected to the landing page when the ad is closed

Fullscreen rewarded HTML / MRAID ad types​

The rewarded HTML / MRAID variants extend the close time to satisfy the reward requirement while keeping the same close-button progression.

01

Low CTR template

The most conservative template from a CTR perspective.

CTR rangeBelow 7%depending on creative
Bid response signalcampaign_type: low_ctr
UI details
  • Close time: 30s
  • Close button size: big
02

Mid CTR template

Changes the close time and the close-button size.

CTR range7–13%depending on creative
Bid response signalcampaign_type: mid_ctr
UI details
  • Close time: 30s
  • Close button size: medium
03

High CTR template

Changes the close time and the close-button size.

CTR range14–20%depending on creative
Bid response signalcampaign_type: high_ctr
UI details
  • Close time: 30s
  • Close button size: small
04

Highest CTR template

Adds the close-to-store feature.

CTR rangeAbove 70%
Bid response signalcampaign_type: highest_ctr
UI details
  • Close time: 30s
  • Close button size: small
  • Close-to-store User is redirected to the landing page when the ad is closed

Bid response sample​

The template is selected through the campaign_type field inside seatbid.bid.ext of the bid response.

bid-response.json
{
  "id": "...",
  "seatbid": [
    {
      ...
      "bid": [
        {
          ...
          "ext": {
            "campaign_type": "highest_ctr"
          }
        }
      ]
    }
  ],
  ...
}