#MBC2016 Dan Ekstein, Supersonic Finding the Perfect Balance Between Rewarded and Display Ads.
#MBC2016 Pavel Golubev, Appodeal: The State of Mobile Ads
Transcript of #MBC2016 Pavel Golubev, Appodeal: The State of Mobile Ads
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 be adopted by publishers.
• Hyperlocal targeting is growing.Pass device location to attract advertisers.
• Ad Revenue attribution per user cohort becomes real, 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• Outdated format (for advertisers, but not for publishers)• Brand advertisers• Mostly programmatic• Good choice for long sessions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
Device Model CTR: Android
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Alcatel Samsung HTC ASUS Sony / Lenovo Prestigio
CTR, %
Device Model CTR: Hour of Day
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0,25
0,5
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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.