App developers favour in-app video ads for monetisation

Mobile ads and in particular in-app video tools are the favourite monetisation strategies utilised by free game app developers, according to new research from Chocolate, the video ad mediation platform.

Adverts rated highest (24%) among the top business models for app developers, followed by in-app purchases and subscriptions.

However, just 19% and 23% of free general and game app developers (respectively) are using ad mediation SDKs, whilst 70% make use of ad networks.

On average, developers integrate 28 SDKs in their apps, missing out on opportunities provided by ‘single sign in and single SDK’ mediation models. Indeed, 74% of the top free apps have over 20 SDKs integrated with social, game and pretend play apps having the highest number.

However, developers are worried about the time they spend to integrate and manage ad networks and SDKs. At the same time, they are not looking for a more drastic increase in revenue, but desire steady fill rates and eCPMs. Furthermore, many app developers aren’t experts in monetisation techniques which can stifle integration. Just like with any advertiser, transparency is a key concern for app developers too.

Among the core revenue generating secrets, the report discusses latency, render rate and yield optimisation.