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White Nights Spb ‘16
The State of Mobile Ads: trends and forecasts.
About Appodeal
About Appodeal
About Appodeal
70,000,000Monthly Active Users
(MAU)
About Appodeal
7,000,000,000 impressions a month
About Appodeal
2,500 app developers
Market Overview: Mobile first world
Market Overview: time spent in mobile
Market Overview: device preferences
Market Overview: common trends
• Interstitials and banners account for the majority of the ad revenue. Lead tolower retention rate, but will remain major formats for ad-based apps in 2017.
• Native is a good replacement for banners and will gain more advertisers.
• Rewarded Videos remain a good alternative to in-app purchases, but low ARPDAU.
Market Overview: common trends
• Auction Based Ad Mediation will continue to ramp up and replace the waterfall.
• Hyperlocal targeting is growing.Pass device location to attract advertisers.
• Ad Revenue attribution, just like with in-apppurchases. Leads to more accurate LTV.
Ad Formats Performance Overview
ARPDAU eCPM Retention Effect
Impressions per DAU
Interstitials $0.013 $5.97 Bad 2.28
Banners $0.009 $0.4 Bad 22.9
Rewarded Video $0.007 $6.76 Good 0.87
Native Ads $0.007 $1.1 Good 6.39
Video Interstitials $0.006 $4.74 Bad 0.2
Interstitials Overview
ARPDAU eCPM Retention Effect
Impressions per DAU
Interstitials $0.013 $5.97 Bad 2.28
• Highest ARPDAU• Brand advertisers• Mostly programmatic• Most annoying
Interstitials: Core Ad Networks
ARPDAU eCPM Competitive fill rate Ad types Geo
Admob $0.003 $2.22 53.4% Brands, CPI World
Mopub $0.004 $3.85 17.08% Brands, CPI Tier 1
StartApp $0.001 $0.99 80% CPI World
Facebook $0.003 $2.03 17.59% Brands, CPI World
MyTarget $0.002 $1.25 36.87% Brands, CPI Russia
Banners Overview
ARPDAU eCPM Retention Effect
Impressions per DAU
Banners $0.009 $0.4 Bad 22.9
• Outdated format (for advertisers, but not for publishers)• Brand advertisers• Mostly programmatic• Good choice for long sessions
Banners: Core Ad Networks
ARPDAU eCPM Competitive fill rate Ad types Geo
Admob $0.002 $0.12 53.19% Brands, CPI World
Amazon $0.003 $0.51 7.74% Brands, CPI US
Inneractive $0.002 $0.2 12.97% Brands, CPI Tier 1
Mopub $0.001 $0.19 12.14% Brands, CPI Tier 1
Video Interstitials Overview
ARPDAU eCPM Retention Effect
Impressions per DAU
Video Interstitials $0.006 $4.74 Bad 0.2
• Can be a good addition to interstitials
Video Interstitials: Core Ad Networks
ARPDAU eCPM Competitive fill rate Ad types Geo
Applovin $0.0013 $1.5 75.52% CPI World
Mopub $0.0025 $3.31 7.27% Brands, CPI Tier 1
Vungle $0.0011 $1.68 42.8% CPI Tier 1
UnityAds $0.0006 $1.18 36.58% CPI World
Rewarded Videos Overview
ARPDAU eCPM Retention Effect
Impressions per DAU
Rewarded Video $0.007 $6.76 Good 0.87
• Programmatic drives branding demand• Mostly CPI advertisers• Neutral effect on retention• Offers great eCPM, however ARPDAU is typically low due
to low # impressions per DAU
Rewarded Videos: Core Ad Networks
ARPDAU eCPM Competitive fill rate Ad types Geo
Applovin $0.001 $2.05 83.36% CPI Tier 1
UnityAds $0.001 $1.76 61.94% CPI World
Chartboost $0.005 $3.89 22.16% CPI World
Vungle $0.001 $1.66 40.64% CPI Tier 1
AdColony $0.0008 $1.3 38.83% CPI / Brands Tier 1
Mopub $0.001 $3.5 4.54% CPI / Brands Tier 1
Native Ads Overview
ARPDAU eCPM Retention Effect
Impressions per DAU
Native Ads $0.007 $1.1 Good 6.39
• Great alternative to banners• Programmatic is growing => Branding advertisers• Neutral effect on retention• 30% - 200% eCPM improvement compare to banners
Native Ads: Core Ad Networks
ARPDAU eCPM Competitive fill rate Ad types Geo
Facebook $0.00160 $0.46 14.07% CPI / Brands World
MyTarget $0.00044 $0.18 44.72% CPI Russia
Avocarrot $0.00058 $0.2 9.5% CPI / Brands Tier 1
PubNative $0.00117 $0.69 3.49% CPI Tier 1
Flurry $0.00119 $0.18 9.64% CPI / Brands Tier 1
Mopub $0.00008 $0.14 46.2% CPI / Brands Tier 1
StartApp $0.00009 $0.05 74.68% CPI World
Native Ads vs. Standard Banners
• Higher Retention Rate
• eCPM uplift:18% - 200%
Device Model CTR: Android
0
0,35
0,7
1,05
1,4
Alcatel Samsung HTC ASUS Sony / Lenovo Prestigio
CTR, %
Device Model CTR: Battery State
0
0,45
0,9
1,35
1,8
1-10% 21-30% 41-50% 61-70% 81-90%
CTR, %
Device Model CTR: Connection Type
0
0,33
0,65
0,98
1,3
Wifi 3G
CTR, %
Device Model CTR: Day of Week
0
0,25
0,5
0,75
1
Sun Mon Tue Wed Thu Fri Sat
CTR, %
Device Model CTR: Hour of Day
0
0,25
0,5
0,75
1
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
CTR, %
Forecast for 2017
• Interstitials will remain accountable for the majorityof mobile game ad revenues.
• Native Ads will be adopted by publishers to improve retention rate and monetize non-paying users.
• Videos will remain a good alternative to monetize non-paying users, however, its volume and ARPDAU will stay relatively low.
Forecast for 2017
• Programmatic Native and Video will continue to grow, bringing more branding advertisers and ad networks into the space.
• Ad Revenue attribution per user cohort will become available to publishers, just like IAP revenue attribution.
• Traditional Waterfall model will be replaced with Header Bidding (Flat Waterfall) model.
