Best practices for mobile app ads monetization
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Best Practices for Mobile App Ads Monetization
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Transcript of Best practices for mobile app ads monetization
Best Practices for Mobile App Ads Monetization
Contents
Games Paved the Way
The right placement and timing
Consider Users’ Emotional State of Mind
New is Better
Should You Offer “no ads” as an IAP (In-App Purchase)?
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Cache Whenever Possible
Monitor your Ads
What Lies Ahead?08
Although the mobile ad industry has matured, mobile app monetization remains a challenge for many app developers. Some publishers have millions of active users, but still fail to reach significant revenues.
Our latest Android SDK’s data trends report
shows 75% of free apps using an ad-network
SDK, making it the second most popular SDK category today
According to Juniper Research, mobile app ads spend will reach
$16.9 billion by 2018!
Games Paved the Way
According to a report that was released by App Annie in 2016, “Games generatedapproximately 85% of app market revenue in 2015, representing a total of $34.8 billion across the globe. We expect the games category to grow to $74.6 billion in 2020.”
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There are multiple monetization models, such as
freemium apps (one-time
subscription fee)
paid apps
commerce and more
in-app purchases
sponsorship (quite new)
subscription
*report by swrve suggest that only 1.9% of mobile gamers made in-app purchases in Feb 2016)
The right placement and timing
Placement is one of the key factors to take into account. A good placement can make all the difference between a high eCPM and a low one, not to mention that a bad placement can damage user experience and lead to uninstalls.
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Here are a few rules of thumb for selected formats:
native ads can be placed anytime and anywhere, depending on the ad-content.
work best in-between game levels or when there’s a stopping point.
leads to higher engagement rates than any other ad format.
offer goodies for video watching while at the same time exposing the users to the offerings of the advertiser.
are becoming an outdated method that may eventually be phased out.
Native ads Interstitials Video ads
Rewarded videos Banner ads
Consider Users’ Emotional State of Mind
“High-engagement placement” is the serving of ads while being in-sync with the users’ emotional state.
Serving users interstitial ads when they are most likely to be in a good mood (after finishing a successful level, or when exploring leisure related travel deals) is a great way to utilize the users’ positive state of mind.
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Some mobile app news publishers I am familiar with include quiz-game ads only in light content sections, while the news “first page” areas are kept for more “serious” formats.!
New is Better
The first ad shown has bigger chances to convert than the fifth ad shown.
*This is true not only when looking at sessions, but also for the active users’ entire life cycle. Believe it or not, new active users convert better that senior users.
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Should You Offer “no ads” as an IAP (In-App Purchase)?
Allowing users to turn off advertisements as an in-app purchase or an upgrade is a widely used way to monetize, but more importantly, it gives your users a sense of control.
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Cache Whenever Possible
Pre-caching is a big, big issue. Nothing frustrated a user or converts worse than an ad that won’t load in time.
You should opt for pre-caching as often as possible. If an ad-network SDK offers that option, take it. If not, consider if it’s worth the risk. If you’re offering ads yourself via direct deals and the like, examine CDNs and caching policies closely.
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Monitor your Ads
Once you run ads, make sure you are given control and have full visibility over what’s going on in your app.
Balancing multiple ad network engagement and tons of ad units is hard to keep up with.
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What if there’s an ad that’s not performing well (webpage not found…), which can lead to a significant waste of revenue as well as a poor UI?
What if there are ads for violence or sexual context when that’s the last thing your users want to see?
What if a competing app install-ad shows in your app?
Our ad intelligence solution lets you get full visibility and analyze all the ads that are served in your app, in real-time, allowing you to act instantly if needed. You can use our dashboard:
to view all the ads shown to your users
see which ad network is serving which ad
what the conversion rates of each ad are and so forth.
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This lets you optimize your ad revenues and protect your interests all on one platform.
What Lies Ahead?
Some in-app ad trends that are relatively new should be kept in mind; the video ad format will continue to gain strength, especially the rewarded video ad format.
Additionally, we will probably soon start seeing augmented reality ad videos.
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Another relatively new ad format is a “playable ad” which allows users to experience a game before downloading it.
Catching users’ attentions and getting them to
convert is tricky so ad providers constantly try to
shake things up. Of course, there is a lot more
chatter around what’s hot and what’s not in the ad
world – this was simply a glimpse into what is
continuing to be a very diverse in-app ads world.
