Who are the top in-app advertisers? Why is focusing on first impressions crucial to your strategy? Which ad type should you display in your app?

It is a great pleasure for us to share our latest Monetization Benchmarks report with you.  This 28-page report covers data collected by the SOOMLA platform from over 100 million users and over 2.1 billion impressions in 8 countries over the span of 3 months (Jan 2019 – Mar 2019).

What’s in the report?

The Monetization Benchmarks report provides an in-depth comparison of monetization levels collected from hundreds of apps and a ranking of monetization providers across the mobile industry. The vast majority of these apps and advertisers are of mobile games. 

By providing monetization benchmarks about first ad impression eCPM and overall average eCPM, the report provides critical data and drilldowns by country, ad types, operating systems, top advertisers, ad network analysis and much more.  

Why is this important?

The findings presented in this report are unique and not commonly accessible, as the majority of mobile apps today already utilize advertising as a monetization channel. However, most app developers know only the average eCPM rates that they earn and are unaware of what’s happening in the rest of the industry. Often, they’re not even exposed to the full data about the ads being placed in their own apps – which is what we brought forward in the report. 

Key takeaways

There are a few points which any app publisher with in app ads should pay attention to:

1. Rewarded video is still without a doubt the champion of ads. The eCPMs for this ad type are the most advantageous.

The chart below displays the difference in eCPM (first impressions and total impressions) across ad-formats for the US. Here we’ve provided the actual numbers for each ad type. Notice the remarkable difference in the rewarded video ad type.

The report also gives additional insight on which network is most worthwhile for use while displaying rewarded video. 

2. If you’re still focusing on interstitials in your apps, the report contains valuable insights into Admob and Applovin which are significantly dominant in this ad type. See axis which demonstrates this in non-US countries:

3. There are a few advertisers who repeatedly show up in the top 10 across 

different ad formats and platforms. They are able to do that by having a 

clear data advantage. Some of these managed to keep their membership in 

the top 10 club for the past year. It is best to have enough data when 

negotiating the much important first impression pricing.

Who should this interest?

Many readers can find value in the Monetization Benchmarks report – App monetization managers, UA managers, and business development managers for instance. It will also be a relevant read for anyone in the industry – especially anyone in the game development sphere (due to the fact that mobile gaming is the leading category for in-app ads). 

The full report can be downloaded here.