Member Article

Vungle's new 'In-App Ad Placement Revenue Report' reveals rewarded ads embedded in gameplay generate 2.5x more revenue than static menus

First-of-its-kind report analyses 6.3 billion ad impressions across 14 common placement styles to show which implementations drive the most revenue for publishers

Vungle, a leading mobile performance advertising platform, today announced the release of its 2021 In-App Ad Placement Revenue Report, a first-of-its-kind study that lets mobile publishers forecast the revenue impact that different types of ad placements can have on their games and apps. The report identifies key differences in earning potential between rewarded ads placed at different points throughout the user experience, as well as differences in revenue produced by display ad formats like banners and medium rectangle ads (MRECs). Specific findings are broken out by gaming and non-gaming apps, with revenue scores ranked across a relative index.

The results provide a deep understanding of the ad strategies that will yield the highest effective cost per mille (eCPM) for publishers. Some of the most valuable insights revealed include:

Context Drives Rewarded Revenue: Rewarded ad prompts placed within the context of an engagement loop generate 2.5x higher eCPMs than those placed in static menus or in-app storefronts

Non-Gaming Apps Are Ready For Rewarded Ads: Rewarded ads generate nearly 2x higher eCPMs than interstitials and more than 3x the top display ads in non-gaming apps

MRECs Beat Banners: Medium rectangle ads produce 5x higher eCPMs than banner ads

Rewarded Ads Reign Supreme in Gaming: 3 of the top 5 placements by eCPM are rewarded, including the #1 spot

Don’t Discount Interstitials: Despite the industry’s recent shift towards rewarded ads, interstitial placements deployed at the end of gameplay still generate the second-highest eCPM overall.

“Mobile ad monetisation is forever evolving,” said Scott Silverman, SVP of Global Revenue at Vungle. “Publishers need actionable, data-driven reference points if they’re going to keep their strategies fresh and effective, especially as privacy changes continue to reshape the foundations of the mobile advertising industry. Our 2021 In-App Ad Placement Revenue Report gives publishers the insights they need to make the smartest possible choices when it comes to ad monetisation across their mobile app portfolios.”

In developing the report, Vungle analysed the revenue generated by more than 6.3 billion impressions served across its in-app advertising network of more than one billion devices. Ads were classified into one of 14 user experience categories representing the industry’s most common ad placement styles found in both gaming and non-gaming apps.

This was posted in Bdaily's Members' News section by J M Larsen .