AdColony Releases Publisher Survey Results For APAC


AdColony, an independent mobile advertising platform has released their Summer 2017 Publishing Survey. The research found that mobile app publishers in APAC believe ads drive better monetization over in-app purchases.

The survey interviewed respondents from over 20 of Asia-Pacific’s top mobile gaming publishers with a larger than 3 million user base.

Top revenue sources of mobile publishers


 

According to the survey, respondents stated that advertising accounts for 63% of their mobile publisher revenue. The largest contributor to this category was mobile video at 27%, followed by display at 23% and native ads at 13%.

Outside of advertising, the single-largest revenue contributor was in-app purchases (25%), while paid installs or subscriptions was a meager 8%.

Monetization Effectiveness

Top monetization methods of mobile publishers


 

When it came to the most effective method of monetization, most APAC publishers (82%) ranked rewarded videos positively than any other method.

Interstitial video ads were regarded the second most effective mode of monetization (73%), even ahead of in-app purchases (67%).

Playable ads and interstitial display were also deemed effective by 50% of the publishers; meanwhile, less effective methods of monetization included paid app downloads (33%), pre-roll video (33%), and in-feed video (33%).

User Experience

Top user experiences of mobile publishers

When it came to offering users the best user experience when engaging within gaming apps, a majority of publishers (70%) believed rewarded videos offer a positive user experience. In-app purchases (46%) and interstitial ads (38%) were also regarded as a relatively positive user experience (46%).

“Aside from providing the best user engagement, rewarded ads – or otherwise known as “opt-in” ads, have a higher chance to increase in-app conversion as it incentivizes freemium users before they can unlock premium content.” According to Vikas Gulati, Managing Director of AdColony, Asia Pacific.

“In our experience, publishers, just like marketers, are looking to cut through the clutter of advertising with a high-quality product that helps them target the right consumers via an engaging creative experience,” said Gulati said on the general trend of monetization. “Ultimately, ads which capture user attention hold the key to good advertising,” he concluded.

 

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