AdColony Summer 2017 Mobile Publishing Survey — Official · Source: Summer 2017 AdColony Mobile...
Transcript of AdColony Summer 2017 Mobile Publishing Survey — Official · Source: Summer 2017 AdColony Mobile...
Mobile Publishing SurveySummer 2017
2
#1
First survey of its kind by AdColony
Source: Summer 2017 AdColony Mobile Publishing Survey
Insights, benchmarks, and trends from today’s top grossing mobile publishers
The AdColony Mobile Publishing Survey
100+ 50% 82% 18% 3M+
Monetization & UX themed questions
Survey response rate in 3 weeks
Games-only mobile app developers
Varied genre mobile app developers
MAU per publisher on average
State of the Market Top monetization & engagement trends
4
80% of top publishers use both video and display ads to monetize their apps.
Publishers Turn to Ads & IAP to Monetize
100%91%
80%
43%36%
27%25%23%
Display ads
In-app purchases
Paid installs
Affiliates
Native ads
mCommerce
Subscriptions
Video ads
Source: Summer 2017 AdColony Mobile Publishing Survey
5
Ads account for 55% of total publisher revenue.
Top Revenue Sources
1%1%1%
2%
39%
5%
20%
31%
Display ads
Video ads
Native ads
Paid installs
In-app purchases
Subscriptions
mCommerce
Affiliate
Source: Summer 2017 AdColony Mobile Publishing Survey
6
While the top mobile publishers have 50+ employees, only 1 to 3 manage monetization.
Monetization Teams are Relatively Small
22%
14%
18%10%
36%
Source: Summer 2017 AdColony Mobile Publishing Survey
Number of Employees
1 — 10 11 — 20 21 — 50 51 — 100 100+
14%
4%
8%
30%
44%
Monetization Team Size
1 2 — 3 4 — 5 6 — 9 10+
7
Of ad monetization methods, publishers rank rewarded video as the best for user experience.
Rewarded Video Ads Deliver the Best User Experience
Interstitial display ads
Native ads
Playable ads
Interstitial video ads
Banner display ads
In-feed video ads
Preroll video ads
Rewarded video ads
Source: Summer 2017 AdColony Mobile Publishing Survey
87%
32%32%24%24%21%
17%11%
8
Publishers are most excited about immersive ads & in-app purchases.
Playables & Video Drive Monetization Excitement
22%22%
19%
17%
6%
3%3%
In-app purchases
Interstitial video
Native ads
Paid app downloads
Paid subscriptions
Interstitial display
Playable ads
Source: Summer 2017 AdColony Mobile Publishing Survey
9
Rewarded video, IAP, & interstitial video all regarded as highly effective.
Most Effective Monetization Methods
75%
63%
44%
32%31%26%
24%22%
14%14%13%
6%
Interstitial video ads
In-app purchases
Playable ads
Native ads
Interstitial display ads
Banner display ads
Preroll video ads
Rewarded video ads
Paid app downloads
Paid subscriptions
In-feed video ads
Affiliate programs
Source: Summer 2017 AdColony Mobile Publishing Survey
Monetizing the Experience Revenue, Effectiveness, & User Impact
11
Advertising provides 76% of revenue for non-gaming apps.
The Revenue Divide: Games vs Other Apps
1%4%
43%
3%
19%
31%Display ads
Video ads
Native ads
Installs & subscriptions
IAP & mCommerce
Affiliate deals
3%
21%
10%
30%
36%
Gaming Apps Other Apps
Source: Summer 2017 AdColony Mobile Publishing Survey
12
Rewarded video, interstitial ads, and playables rank as most effective ad monetization methods.
Ad Monetization Effectiveness
Rewarded Video Interstitial Video Interstitial Display Playables Banner Display In-Feed Video Native Preroll Video
Most Least
Source: Summer 2017 AdColony Mobile Publishing Survey
13
Outside of ads, driving in-app purchases of digital goods is most effective monetization method.
Other Monetization Effectiveness
IAP of Digital Goods Paid App Downloads Paid Subscriptions Affiliate Programs Traditional mCommerce
Source: Summer 2017 AdColony Mobile Publishing Survey
Most Least
14
Publishers rate ad monetization channels for their impact on the user experience
Ad Monetization & the User Experience
Rewarded Video Interstitial Display Native Ads Banner Display Playables Interstitial Video In-feed Video Preroll Video
Best Worst
Source: Summer 2017 AdColony Mobile Publishing Survey
15
Publishers rate ad monetization channels for their impact on the user experience
Other Monetization & the User Experience
IAP of Digital Goods Paid Downloads Traditional mCommerce Affiliate programs Subscriptions
Best Worst
Source: Summer 2017 AdColony Mobile Publishing Survey
Engaging the User Methods Used & Effectiveness
17
User retention, IAP behavior, and session duration are the strongest indicators of user quality.
Nurturing High Quality Users
82%
68%
45%42%
34%
24%21%
Average session duration
Early IAP
Positive review
Social login
Session frequency
Retention
Tutorial completion
Source: Summer 2017 AdColony Mobile Publishing Survey
18
71% of publishers use 3+ engagement methods to retain their users.
Quantity of Methods
11%
11%
19%
30%
8%
22%
2
1
3
4
5
Source: Summer 2017 AdColony Mobile Publishing Survey
6 +
19
Publishers rely on achievements, notifications, value exchanges, & events to engage users.
Popular Engagement Methods
Value exchange ads
Push notifications
Scheduled events
VIP rewards
Dynamic events
Modal messaging
User generated content
Achievements
Source: Summer 2017 AdColony Mobile Publishing Survey
65%62%
49%49%
30%27%
24%22%
14%
Banner messaging
20
70% of publishers who use push notifications find it to be effective at driving engagement.
Engagement Effectiveness: Messaging
Push Notifications Modal Messaging Banner Messaging
Source: Summer 2017 AdColony Mobile Publishing Survey
Somewhat effective
Mostly effective
Neutral
Mostly ineffective
Somewhat ineffective
Completely ineffective
Completely effective
21
Rewarding users for their loyalty through VIP tiers is effective for 65% of publishers.
Engagement Effectiveness: Rewards
VIP Tiers Achievements Value Exchange Ads
Source: Summer 2017 AdColony Mobile Publishing Survey
Somewhat effective
Mostly effective
Neutral
Mostly ineffective
Somewhat ineffective
Completely ineffective
Completely effective
22
Scheduled & dynamic events yield better engagement than user generated content.
Engagement Effectiveness: Events & Dynamic Content
Source: Summer 2017 AdColony Mobile Publishing Survey
Scheduled Events Dynamic Events User Generated Content
Somewhat effective
Mostly effective
Neutral
Mostly ineffective
Somewhat ineffective
Completely ineffective
Completely effective
Thank you!