eCPM rates in the US reached $1,500 at an average $400 across genres in 2021, according to new data released by mobile ad and app monetization experts Tapjoy.
With the removal of CPE ads from iOS in 2019 and the introduction of App Tracking Transparency (ATT) in 2021, the latest data shows that publishers have adopted these approaches.
The rise in shopping offers on iOS Offerwall, a popular rewarded ad unity, led to a resurgence in monetisation rates which have grown 100% since CPE was removed. They maintained over 50% of their gains.
“Despite significant challenges, the rewarded ad model has proven remarkably robust,” said Benjamin Chen, EVP & GM, Global Developer Relations at Tapjoy. “On iOS, we’ve seen users respond strongly to the influx of shopping offers — a response that’s largely the product of exciting improvements to the Offerwall’s UI. Meanwhile Multi-Reward CPE has proven wildly successful in the Android ecosystem. Overall, mobile advertising has been resilient in the face of trying circumstances.”
Multi-reward CPE ad formats increased by 420% year-on-year.
The report also found that 70% of app users enjoy rewarded ads and 47% said that rewards ads are their preferred virtual currency.
Some 79% of users complete rewarded ads weekly and 41% completed them daily.
45% of users also said they would stop playing a title if the Offerwall was removed.