28-29 мая 2016 в Одессе состоялась Mobile Beach Conference, самая большая конференция по мобильному маркетингу в Восточной Европе http://mobilebeach.rocks , https://www.facebook.com/MobileBeachConference/ More useful info on our: - website: https://clickky.biz - blog: https://clickky.biz/blog Sign up!

1. Mobile Beach Conference ‘16
The State of Mobile Ads: trends and
forecasts.

2. About Appodeal

3. About Appodeal

4. About Appodeal
70,000,000
Monthly Active Users
(MAU)

5. About Appodeal
6,000,000,000
impressions a month

6. About Appodeal
2,500
app developers

7. Market Overview: Mobile first world

8. Market Overview: time spent in mobile

9. Market Overview: device preferences

10. Market Overview: common trends
• Interstitials and banners account for
the majority of the ad revenue. Lead to
lower 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.

11. 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-app
purchases. Leads to more accurate LTV.

12. 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

13. 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

14. 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

15. 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• Outdated format (for advertisers, but not for publishers)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

16. 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

17. 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

18. 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

19. 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

20. 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

21. 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

22. 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

23. Native Ads vs. Standard Banners
• Higher Retention Rate
• eCPM uplift:
18% - 200%

24. Device Model CTR: Android
0
0,35
0,7
1,05
1,4
Alcatel Samsung HTC ASUS Sony / Lenovo Prestigio
CTR, %

25. 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, %

26. Device Model CTR: Connection Type
0
0,325
0,65
0,975
1,3
Wifi 3G
CTR, %

27. Device Model CTR: Day of Week
0
0,25
0,5
0,75
1
Sun Mon Tue Wed Thu Fri Sat
CTR, %

28. 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, %

29. Forecast for 2017
• Interstitials will remain accountable for the majority
of 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.

30. 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.

31. www.appodeal.com
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