Who are the top in-app advertisers? Why is focusing on first impressions crucial to your strategy? Which ad type should you display in your app? Our friends at SOOMLA answer just that in their latest App Monetization Benchmark report.
Editor’s Note: This is a Guest post originally posted by Gidon Jablonka, Head of Marketing at SOOMLA. With years of experience in the Fintech industry, Gidon knows how much of a difference having good data makes.
This 28-page report covers data collected by the SOOMLA platform from over 100 million users and over 2.1 billion impressions in 8 countries over the span of Q1 2019(Jan 2019 – Mar 2019).
What’s in the report?
SOOMLAs Monetization Benchmarks report provides an in-depth comparison of monetization levels collected from hundreds of apps and a ranking of monetization providers across the mobile industry. The vast majority of these apps and advertisers are of mobile games (that’s why we though you might be interested).
By providing monetization benchmarks about first ad impression eCPM and overall average eCPM, the report provides critical data and drilldowns by country, ad types, operating systems, top advertisers, ad network analysis and much more.
Why you should be interested?
The findings presented by SOOMLA are unique and usually not widely accessible, because the majority of mobile apps today already utilize advertising as a monetization channel. However, most app developers know only the average eCPM rates that they earn and are unaware of what’s happening in the rest of the industry. Often, they’re not even exposed to the full amount of data on the ads placed in their own apps – which this report will shed light on.
Here are a few key points which any app publisher with in app ads should pay attention to:
1. Rewarded video is still without a doubt the champion of ads. The eCPMs for this ad type are the most advantageous.
The chart below displays the difference in eCPM (first impressions and total impressions) across ad-formats for the US. Here we’ve provided the actual numbers for each ad type. Notice the remarkable difference in the rewarded video ad type.
The report also gives additional insight on which network is most worthwhile for use while displaying rewarded video.
2. If you’re still focusing on interstitials in your apps, the report contains valuable insights into Admob and Applovin which are significantly dominant in this ad type.
See the axis that demonstrates this in non-US countries:
3. There are a few advertisers who repeatedly show up in the top 10 across different ad formats and platforms.
They are able to do this because of a clear data advantage, some managing to keep their membership in the top 10 club for the past year. This illustrate the significance of having enough data when negotiating the highly important first impression price.
Who should be interested?
Check out the full report to dig deeper. If you are an App monetization manager, UA manager, or business development managers you’ll find the report particularly useful. But it will prove insightful for anyone working in mobile game development, given how mobile gaming is the leading driver of growth in In App Ad revenues.
You can download the full report here.