adcolony summer 2017 mobile publishing survey — official · source: summer 2017 adcolony mobile...

Mobile Publishing SurveySummer 2017

2

#1

First survey of its kind by AdColony

Source: Summer 2017 AdColony Mobile Publishing Survey

Insights, benchmarks, and trends from today’s top grossing mobile publishers

The AdColony Mobile Publishing Survey

100+ 50% 82% 18% 3M+

Monetization & UX themed questions

Survey response rate in 3 weeks

Games-only mobile app developers

Varied genre mobile app developers

MAU per publisher on average

State of the Market Top monetization & engagement trends

4

80% of top publishers use both video and display ads to monetize their apps.

Publishers Turn to Ads & IAP to Monetize

100%91%

80%

43%36%

27%25%23%

Display ads

In-app purchases

Paid installs

Affiliates

Native ads

mCommerce

Subscriptions

Video ads


5

Ads account for 55% of total publisher revenue.

Top Revenue Sources

1%1%1%

2%

39%

5%

20%

31%

Display ads

Video ads

Native ads

Paid installs

In-app purchases

Subscriptions

mCommerce

Affiliate


6

While the top mobile publishers have 50+ employees, only 1 to 3 manage monetization.

Monetization Teams are Relatively Small

22%

14%

18%10%

36%


Number of Employees

1 — 10 11 — 20 21 — 50 51 — 100 100+

14%

4%

8%

30%

44%

Monetization Team Size

1 2 — 3 4 — 5 6 — 9 10+

7

Of ad monetization methods, publishers rank rewarded video as the best for user experience.

Rewarded Video Ads Deliver the Best User Experience

Interstitial display ads

Native ads

Playable ads

Interstitial video ads

Banner display ads

In-feed video ads

Preroll video ads

Rewarded video ads


87%

32%32%24%24%21%

17%11%

8

Publishers are most excited about immersive ads & in-app purchases.

Playables & Video Drive Monetization Excitement

22%22%

19%

17%

6%

3%3%

In-app purchases

Interstitial video

Native ads

Paid app downloads

Paid subscriptions

Interstitial display

Playable ads


9

Rewarded video, IAP, & interstitial video all regarded as highly effective.

Most Effective Monetization Methods

75%

63%

44%

32%31%26%

24%22%

14%14%13%

6%

Interstitial video ads

In-app purchases

Playable ads

Native ads

Interstitial display ads

Banner display ads

Preroll video ads

Rewarded video ads

Paid app downloads

Paid subscriptions

In-feed video ads

Affiliate programs


Monetizing the Experience Revenue, Effectiveness, & User Impact

11

Advertising provides 76% of revenue for non-gaming apps.

The Revenue Divide: Games vs Other Apps

1%4%

43%

3%

19%

31%Display ads

Video ads

Native ads

Installs & subscriptions

IAP & mCommerce

Affiliate deals

3%

21%

10%

30%

36%

Gaming Apps Other Apps


12

Rewarded video, interstitial ads, and playables rank as most effective ad monetization methods.

Ad Monetization Effectiveness

Rewarded Video Interstitial Video Interstitial Display Playables Banner Display In-Feed Video Native Preroll Video

Most Least


13

Outside of ads, driving in-app purchases of digital goods is most effective monetization method.

Other Monetization Effectiveness

IAP of Digital Goods Paid App Downloads Paid Subscriptions Affiliate Programs Traditional mCommerce


Most Least

14

Publishers rate ad monetization channels for their impact on the user experience

Ad Monetization & the User Experience

Rewarded Video Interstitial Display Native Ads Banner Display Playables Interstitial Video In-feed Video Preroll Video

Best Worst


15

Publishers rate ad monetization channels for their impact on the user experience

Other Monetization & the User Experience

IAP of Digital Goods Paid Downloads Traditional mCommerce Affiliate programs Subscriptions

Best Worst


Engaging the User Methods Used & Effectiveness

17

User retention, IAP behavior, and session duration are the strongest indicators of user quality.

Nurturing High Quality Users

82%

68%

45%42%

34%

24%21%

Average session duration

Early IAP

Positive review

Social login

Session frequency

Retention

Tutorial completion


18

71% of publishers use 3+ engagement methods to retain their users.

Quantity of Methods

11%

11%

19%

30%

8%

22%

2

1

3

4

5


6 +

19

Publishers rely on achievements, notifications, value exchanges, & events to engage users.

Popular Engagement Methods

Value exchange ads

Push notifications

Scheduled events

VIP rewards

Dynamic events

Modal messaging

User generated content

Achievements


65%62%

49%49%

30%27%

24%22%

14%

Banner messaging

20

70% of publishers who use push notifications find it to be effective at driving engagement.

Engagement Effectiveness: Messaging

Push Notifications Modal Messaging Banner Messaging


Somewhat effective

Mostly effective

Neutral

Mostly ineffective

Somewhat ineffective

Completely ineffective

Completely effective

21

Rewarding users for their loyalty through VIP tiers is effective for 65% of publishers.

Engagement Effectiveness: Rewards

VIP Tiers Achievements Value Exchange Ads


Somewhat effective

Mostly effective

Neutral

Mostly ineffective




22

Scheduled & dynamic events yield better engagement than user generated content.

Engagement Effectiveness: Events & Dynamic Content


Scheduled Events Dynamic Events User Generated Content

Somewhat effective

Mostly effective

Neutral

Mostly ineffective




Thank you!

adcolony summer 2017 mobile publishing survey — official · source: summer 2017 adcolony mobile...

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