Choosing Right Mobile Ad Format For App Monetization

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Branimir is a co-founder at AdTapsy , a cell advert income accelerator aiming to assist publishers and builders to monetize their apps.
Mobile in-app promoting is the commonest monetization technique amongst app builders and app publishers. It is by far the best and the quickest app monetization technique that virtually each cell app developer employs, notably builders with give attention to app video games. According to App Annie Survey from Feb 2014, greater than 40% of app publishers used paid promoting inside their apps:
Although deploying cell advertisements is simple and quick, selecting the best advert community(s) will be complicated in case you are not aware of present advert codecs in cell promoting. Understanding the professionals and cons of every advert format will allow you to to resolve on the format that will carry out greatest to your monetization targets. This article will introduce you to the key cell advert codecs.
There are 6 commonest cell advert codecs: Interstitials, Native advertisements, Banner, Video, Rich media and List / panel advert codecs.
Interstitials — The phrase interstitial means “between spaces”. Тhe title itself says that advert is used as a transitional display screen between two parts of an app. It is well-liked principally amongst video games apps, usually performing fairly good outcomes (if used appropriately with out overindulgence).
Interstitial advertisements are supported by most advert networks, however for a few of them you will want their express approval (Admob e.g.)
Pros:

  • Full Screen
  • High CTR
  • Fast and simple to deploy

Cons:

  • Can be extremely irritating if used improperly

    Native advertisements — This advert format works extra like content material and is turning into very fashionable amongst publishers and social networks. New advert networks that provide this format seem continuously, usually naming this format with totally different phrases. Just few days in the past world’s largest impartial cell advert community InMobi launched the platform providing native advertisements as effectively. Other corporations that assist native advertisements are: Google, Facebook, Twitter…
    Native advert codecs match type, operate and really feel of the app, subsequently it’s not interrupting consumer expertise. That‘s why it’s most well-liked each by publishers and advertisers.
    Pros:

  • higher consumer expertise

Cons:

  • Higher value of upkeep

    Banner — This is without doubt one of the most dominant type of promoting on the web. While it nonetheless works effectively in WWW, outcomes usually are not spectacular for cell apps. It supplies lowest CTR and eCPM based on information lately collected by AppFlood ( CTR stood round 0.23% ). Banner can nonetheless carry out effectively for advertisers aiming to enhance advertisers’ model consciousness and visibility, however they definitely don’t generate greatest revenues for publishers.
    Pros:

  • customizable refresh price

Cons:

  • low CTR and eCPM
  • app redesign might require

    Video — Video advertisements are nice income for app builders. Videos final between 15 and 30 seconds relying on the advert community. Deployment of this advert format is simple and it’s not totally different than deployment of interstitial advertisements. Most well-liked advert networks supporting video advertisements are Vungle and Adcolony.
    Advertiser are shifting their budgets to the place their audiences are — from TV to on-line video, together with video watched on cell gadgets. Great information each for advertisers and publishers is that customers love watching video advertisements on their cell gadgets. The common CTR for cell campaigns (13.64%) virtually 3 times larger than the desktop campaigns (5.45%);
    Pros:

  • Аttracts consideration

  • Users like watching video
  • High CTR

Cons:

  • Non-skippable video will be irritating

    Rich media — this advert format is most distinguished with multitude of partaking cell advert inventive attributes together with interactivity, video, features like calling a quantity, sending a SMS message, embedding audio and many others. Thanks to its interactivity cell wealthy media advertisements have increased engagement price with app customers. As a outcome it generates increased conversion charges for advertisers, respectively increased income for app publishers.
    Users typically settle for effectively this sort of format, as a result of human want and want to be concerned. If advised in a transparent, intriguing method what are the required subsequent steps with a purpose to obtain a sure objective (rating factors, full survey, win recreation and many others.) customers usually tend to have interaction and full the entire course of (e.g. obtain recreation from appstore)
    Pros:

  • Engaging

  • High CTR

Cons:

  • Can be extremely intrusive

    List / panel advert codecs — Just like their names are saying these advert codecs are displaying advertisements in an inventory or panel, whereas well-liked time period for listing advertisements are “Offer Walls”. Both codecs permit app customers to scroll advertisements. Since there are often loads of apps displayed probabilities for customers to choose and obtain one thing are fairly excessive. Giving the app consumer a number of choices for downloadable apps or clickable advertisements carry out effectively: App Lists — 7.14% CTR and Panels — 12.6% CTR ( based on appflood ):
    Pros:

  • High CTR

  • Plenty of apps in a single advert
  • Non-intrusive advertisements

Cons:

  • Low impressions

    What advert codecs to make use of for app monetization?
    Actually, nobody can inform. It relies upon quite a bit on the app itself. As seen above every advert format has its personal execs and cons. Some advert codecs work greatest with recreation apps, different with social apps, however there isn’t a secret sauce . Fact that Flappy Bird’s creator Dong Nguyen generated about $50,000 per day solely from cell banner advertisements doesn’t suggest that it was the most effective monetization mannequin for Flappy Bird (neither for different cell apps on the market). Every single app is exclusive and the one approach to be sure to have picked the correct advert format, respectively the correct advert community, is to:

  • Test totally different advert codecs;

  • Make positive displayed advert codecs doesn’t have an effect on consumer expertise of your app;
  • Use a couple of advert format and one advert community.

We at AdTapsy consider that app monetization with all these codecs and greater than 100 of advert networks is slightly bit complicated for builders. It is troublesome to maintain up with all new tendencies in cell promoting. We wish to assist app builders to give attention to software improvement and don’t waste time researching and testing newest revolutionary codecs.
That is why we’re constructing answer aiming to assist app builders and app publishers simply maximize their cell advert income. With our SDK app builders and publishers can combine very simply a couple of advert format and a couple of advert community and prioritize them for the most effective outcomes.
Thanks for studying this! If you bought worth out of this text, I’d actually admire you hit the suggest button under. If you have got any questions or feedback please attain out on Twitter @ivbran or @adtapsy !


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