Video Ads Are Publishers’ Top Choice: App Monetisation Survey

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According to publishers from all regions, video ads also bring in the most revenue while display ads are widely used especially in non-gaming apps.

As a part of Digital Turbine, AdColony and Fyber partnered to learn from their clients about the current trends in the in-app monetisation ecosystem.

The Mobile App Monetisation Survey was distributed globally and garnered responses from more than 300 mobile publishers. The survey asked respondents 30 questions regarding monetisation strategies, revenue sources and the impact of AppTrackingTransparency (ATT). The mobile publishers included gaming and non-gaming app developers.

Also Read: How Does In-App Advertising Work?

Here are the key findings;

• Video ads are publishers’ top choice — Most gaming (82 per cent) and non-gaming apps (78 per cent) use video ads for monetisation. According to publishers from all regions, video ads also bring in the most revenue. Display ads are widely used especially in non-gaming apps. When looking at specific monetisation methods within video and display, rewarded video and banner display are the most commonly used.

• What brings in more money? In-app ads or in-app purchases? Depends on the app. According to the report, it has become clear over the years that publishers don’t need to (and shouldn’t) choose between IAA and IAP. It is all about having a good mix. The great debate continues on what is more effective, but it really depends on the type of app. When it comes to the revenue split between IAA and IAP, over half of our clients say their revenue leans heavily to one side or the other. According to publishers surveyed, hyper-casual drives the most revenue with in-app ads.

• Publishers prioritise strong relationships with monetisation partners — Most publishers turn to mediation platforms for their efficiency, but many still value direct deals with agencies and ad networks. Building relationships with ad networks allows for better service and optimisation and could lead to higher eCPMs. Publishers of all sizes consider trust to be the most important quality of a monetisation partner. Quality of service was also highly rated alongside results-based qualities like ad fill and eCPM.

• Waiting game to see if AppTrackingTransparency achieves its full impact — Though the industry expected a seismic shift, we’ve yet to see the full impact of Apple’s privacy changes. While some have reported drops in revenue, most publishers say it is too early to tell. Additionally, publishers with higher daily audiences were more willing to shift spend from iOS to Android but many said budgets remained the same. There are also still a number of app companies that have yet to adopt SKAdNetwork. Larger companies have been quicker to adopt presumably because of more resources and bigger teams.