December 22, 2017 at 14:282017 ad format and network performance: analysis of 69 billion ad impressions
Appodeal released a report on the effectiveness of advertising built into mobile applications: from January to November 2017, we analyzed 30,000 applications, 69 billion impressions and 60 sources of advertising demand and five regions of the world. The Performance Index will help developers understand which ad formats and networks should focus on next year.
According to the analysis, the most popular formats in mobile games and applications for 2017 were rich interstitials (non-skippable ads that appear within a few seconds before disappearing), as well as rewarded video. A new variation of rich interstitials - playable ads, - which allows users to play a mini-game when they click on an advertisement, increases the level of engagement and also claims to be a fairly steady trend.
In addition, it turned out that among the rewarded video the format was the most growing when the user receives an award in the form of virtual content in the game or application. eCPM (effective cost per mille) of this format has shown impressive growth. Facebook Audience Network and AdMob provide the most expensive ads in this format.
In addition, banner advertising is still afloat. Despite the fact that this format appeared earlier than the others and has one of the lowest eCPM indicators, banners are still in second place in terms of revenue among all regions.
By the end of 2017, in all regions, AdMob showed the highest results in revenue and fill impressions for banners and rich interstitial ads. In addition, Fyber's Inneractive Marketplace stood out in banner ad formats and rich interstitial ads. In the USA, East Asia and Western Europe, the best results for banners were shown by the Amazon Mobile Ads network.
AppLovin has remained the top ad network for rewarded video and video interstitial ads. The main networks for video formats are Tapjoy, Vungle, AdColony and Unity Ads.
Download the free report here .
