Rewarded video monetisation grows in US and East Asia

Rewarded video ad formats continue to grow in popularity, according to a new report from Appodeal.

Although debuting just a few years ago, the format has quickly gained traction thanks to major players such as Google AdMob and Facebook.

In the US, rewarded video eCPMs increased to an average $13.75 this year reaching a peak of $15.34 in April 2018. AppLovin and Facebook performed highest for the format’s monetisation power ranking.

Rewarded video monetisation for iOS – US index (Source: Appodeal)

Rewarded video monetisation for Android – US index (Source: Appodeal)

Meanwhile, rewarded video eCPMs in Europe did not see a significant trend shift in 2018 compared to 2017 at an average of $5.77. AdMob and Facebook were the top performing ad networks for the format in Western Europe over the monitoring period.

Rewarded video monetisation for iOS – Western Europe index (Source: Appodeal)

When it comes to interstitials, eCPM performance in the US and Europe was a little more consistent with no major trend shifts at an average of $5.24 and $3.44 respectively.

Meanwhile, banners saw a lift in eCPM to $0.46 for iOS and $0.51 on Android in the US, whilst also climbing in Western Europe for iOS only ($0.23).

The index also revealed that eCPM performance increased in East Asia.

Notably, rewarded videos in East Asia averaged eCPMs of $12.32 on iOS and $5.43 on Android.

Rewarded video monetisation for iOS – East Asia index (Source: Appodeal)

However, more frequent serving of rewarded videos remains a key barrier to increasing revenue.

Interstitials saw the largest revenue generation across other markets due to higher user engagement and completion effectiveness. According to Appodeal this could make it a leading format in 2019.