From October to December, it makes sense for mobile game developers to pay special attention to commercials and banners in their games. The income from them can jump up to 300%.
Appodeal experts came to this conclusion by raising eCPM statistics for 2014 and 2015. At the end of the year, the growth of advertising revenue can occur even without any effort on the part of the developers themselves.
This is explained by a whole series of holidays that fall on this period of time: Halloween, Black Friday, Cyber Monday, Christmas and New Year.
Yulia Shmyrova, PR Manager of Appodeal Russia
“At the same time, the profitability of advertising networks sharply increases: brands begin to spend actively on advertising, sales begin, the volume of advertising increases,” she noted in an interview with App2Top.ru Yulia Shmyrova, PR Manager of Appodeal Russia.
As a whole, revenues and the dynamics of their growth depend on the project itself (its audience, advertising inventory, how the developer set up advertising in the project), as well as on the region and network that a particular team uses. In some networks, eCPM growth in a season can reach 300%, but this is rather an exception to the rule.
eCPM growth on average worldwide in various networks for the 4th quarter of 2015 (by region can be viewed here)
“For example, the revenue of one of the games connected to us in November 2015 amounted to about $18,000 with 25 million ad impressions.
In December, after all the holidays, the same game earned many times more – $ 67,000 with 46.5 million impressions. It is worth remembering that during this period, vacations and vacations begin, people give each other gadgets, gaming devices, certificates to app stores. All this leads to an increase in the audience of the application, which also affects advertising revenue,” Shmyrova gave an example of growth.
Based on this, during the Christmas sales season, it also makes sense to temporarily increase the number of advertising impressions in games. But at the same time, it is important that advertising does not irritate the player. It is even better to make it organically integrated into the seasonal supplement, the release of which is a mandatory practice in the mobile games market today.