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InMobi Insights : The State of Mobile App Monetization, Q3 - 2014

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InMobi Insights : The State of Mobile App Monetization, Q3 - 2014

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InMobi’s State of App Monetization Series provides network insights for app developers, publishers and advertisers. Through analysis of billions of impressions served each month, these reports showcase the latest trends within the mobile app ecosystem on our network.

InMobi’s State of App Monetization Series provides network insights for app developers, publishers and advertisers. Through analysis of billions of impressions served each month, these reports showcase the latest trends within the mobile app ecosystem on our network.

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InMobi Insights : The State of Mobile App Monetization, Q3 - 2014

  1. 1. State of App Monetization
  2. 2. INMOBI INSIGHTS ! THE STATE OF APP MONETIZATION, Q3 - 2014 ! NOVEMBER 2014
  3. 3. TABLE OF CONTENTS 1 Key Insights 2 Network Landscape 3 Ad Categories 4 Ad Formats 5 Most Lucrative Times 6 Key Takeaways 7 About Our Research
  4. 4. KEY INSIGHTS • Ads on tablet apps yield higher eCPMs compared to smartphones. iOS performs better than Android across smartphones and tablets • Game ads yield the highest CTRs; QSR & dining, Automotive and Telecom ads earn app developers the highest eCPMs • Rich media ads currently earn app developers the highest eCPMs; new ad formats, such as native, video & playable ads, are also gaining traction and yielding positive results • In-app ads served at the beginning of week or during evening hours yield the highest eCPMs for app developers
  5. 5. NETWORK LANDSCAPE
  6. 6. REACHING 872 M monthly uniques 138 BILLION Monthly Ad Impressions ! 4.8 BILLION Ad Requests/Day ! 200 + Countries
  7. 7. 32% INCREASE In-App Ad Impressions Increased Globally by 32% from 2014 Q2 to 2014 Q3
  8. 8. SMARTPHONE vs. TABLET % Impressions CTR eCPM 85 92 95 15 143 128 Smartphone Tablet In-app tablet ads experienced CTRs 55% higher than in-app smartphone ads and earned eCPMs 35% higher than their smaller counterparts Index is calculated against the 2014 Q3 global device average; % difference calculated against absolute numbers
  9. 9. Android Devices vs. iOS Devices CTR eCPM 89 82 120 87 Smartphone Tablet CTR eCPM Android tablet ads recorded 23% higher CTRs but 25% lower eCPMs compared to in-app iOS smartphone ads. Similarly, Android tablet ads experienced 35% higher CTRs but only 5% higher eCPMS compared to in-app Android smartphone ads. This may be in-part attributed to the common belief that iOS users spend more for apps and in-apps than Android users Index is calculated against the 2014 Q3 global device average; % difference calculated against absolute numbers 98 116 159 156 Smartphone Tablet
  10. 10. AD CATEGORIES
  11. 11. == 1 Games 2 Entertainment 3 Retail 1 4 Social & Communications -1 5 Business 1 6 Consumer Electronics Tech -1 7 Telecom 1 8 Lifestyle 3 9 Travel 10 Finance = 11 Automotive 1 12 QSR & Dining 1 13 Sports -6 14 Education 1 15 Health & Fitness 1 2014 Q3 TOP 15 AD CATEGORIES, BY IMPRESSIONS Note: Rank change calculated against 2014 Q2 =
  12. 12. 2014 Q3 Top 5 Ad Categories, by CTR Game ads yielded the highest overall CTRs of any ad category; game ads, social & communication ads, and health and fitness ads all over-indexed during both 2014 Q2 and 2014 Q3 113 Games ! 112 Social & Communication ! 108 Health & Fitness ! 106 Travel ! 92 Consumer Electronics ! Index is calculated against the Q3 global average; non-conventional categories not depicted in results
  13. 13. Indexed eCPM, Top 10 Ad Categories by Impressions Telecom Travel Finance Lifestyle Consumer Electronics Games Social & Communications Entertainment Retail Business 68 79 77 87 98 120 113 165 182 231 Index is calculated against the Q3 global average; non-conventional categories not depicted in results
  14. 14. AD FORMATS (Rich Media, Standard Banner & Text)
  15. 15. Interstitial Ads Over-Index at More Than 7x the Average eCPM 761 424 219 109 73 Interstitial Expandable Rich Banner Standard Banner Text Ads eCPM Index is calculated against the 2014 Q3 global average
  16. 16. Rich Media Ads Out-Perform Standard Ad Formats in Asia Asia Pacific Europe North America 864 902 634 315 649 447 159 424 432 84 153 141 57 95 108 Interstitial Expandable Rich Banner Standard Banner Text Ads While apps generally earn lower eCPMs in Asian than in other countries; however; eCPMs for interstitial ads in Asia are higher than those in the US and comparable to those in Europe Index is calculated against the 2014 Q3 global average
  17. 17. New & Emerging Ad Formats Native ads Native ads are less intrusive than standard banner or skyscraper ads. On mobile, native ads are integrated wholly and seamlessly into the app experience and often mimic app content Rewarded ads Rewarded ads, particularly rewarded video ads have recently proven successful. Users opt-in to watch the video in exchange for a tangible benefit within the app, e.g. premium currency in game apps Playable ads Playable ads are ad units in which users can experience the actual gameplay of advertisers’ apps. They allows advertisers to create a virtual versions of their apps that users can play without having to download the apps. App Gallery A type of native ad, an app gallery is the evolution of a tool that some developers have used to cross-promote their own apps. App galleries can be supported in an interstitial or a less obvious “more apps” button, and it allows developers to also feature other publishers’ apps
  18. 18. MOST LUCRATIVE TIMES
  19. 19. Impressions Peak at the Beginning of the week but eCPMs peak on Thursday and Friday In the US, apps accrued the most ad impressions on Mondays and Tuesdays, but ads experienced higher CTRs and yielded higher eCPMs on Thursdays and Fridays 120 108 95 83 Impressions CTR eCPM Sunday Monday Tuesday Wednesday Thursday Friday Saturday Index Note: US Apps only, calculated PST
  20. 20. 100% eCPM Spike at 4 PM PST (7 PM EST) Ad impressions remain relatively consistent throughout the day and spike around 4 PM PST (7 PM EST); CTRs are highest around 3 - 4 AM PST (6 - 7 AM EST). eCPMs are highest around 4 PM PST (7 PM EST) - this is likely due to an increase in brand advertiser spend and higher 170 135 100 65 performance CPCs targeted to consumers after work/ class Impressions CTR eCPM 12 AM PST NOON 11 PM PST Index Note: US Apps only, calculated PST
  21. 21. Want More? Download the complete report : Click here Learn more on blog : Click here ! ! We think you might also be interested in: The State of App Monetization - Q2, 2014
  22. 22. THANK YOU FOLLOW US ON: twitter @inmobi ! facebook.com/inmobi ! linkedin.com/company/inmobi REACH US AT: insights@inmobi.com www.inmobi.com/insights

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