AdColony asked game developers what type of monetization is responsible for most of the revenue. According to their estimates, 44% of revenue comes from video advertising, the share of micropayments is slightly more than a quarter.
Yesterday, February 12, the marketing company AdColony published the results of its latest research. It’s called Mobile Publishing Surve.
The main thing
- Video advertising is a more popular monetization tool than IAP (89% of respondents use it, and IAP is only 68%);
- advertising videos account for 35% of all revenue from applications (this is the whole market, when divided into games and other applications, the picture changes, in games 44% for video);
- in 10% of studios, the number of marketing departments is 10 or more people (in 42% of cases, only one employee is engaged in marketing).
Methodology
During the preparation of the study, AdColony interviewed representatives of more than 100 teams whose total MAU is at least 3 million. Both publishers of games and other types of mobile applications were interviewed.
Video advertising is a more popular monetization tool than IAP
During the survey, 89% of respondents said that they monetize their apps with the help of promotional videos. Micropayments turned out to be a less popular tool.
Rewarding video is the most effective method of advertising
Participants were asked to rate the effectiveness of each of the methods of advertising monetization. As a result, the highest rating turned out to be for promotional videos, for viewing which the user receives rewards. With a noticeable lag in second place — fullscreen videos.
Promotional videos account for 35% of all app revenue
According to app publishers, today advertising is responsible for 63% of all revenue from mobile programs. Moreover, a large share comes just from the video. According to the survey, IAP accounts for only 18%.
But this is if you look at the mobile market as a whole. If you build two separate pie charts, where only the answers of the game teams are collected in one, and all the others in the other, then it will be obvious how much their advertising markets differ from each other.
In games, the share of video revenue reaches 44%, and micropayments are in second place with 29%. In non-gaming applications, most of the revenue comes from fullscreen banners.
In 10% of studios, the number of marketing departments is 10 or more people
The majority (63%) of the surveyed teams are quite small: from 1 to 10. At the same time, everyone necessarily has a marketer, often not one. The size of the marketing department directly depends on the size of the entire company. But in general, in 58% of cases, there are two or more marketers.
The main indicator of a quality user is retention
Most publishers of mobile applications have stated that for them the main indicator of a high—quality user is how long he uses the program. They are much less concerned about parameters such as the average time spent and making payments to them.
The most popular monetization channel is advertising networks
In 59% of cases, app publishers use advertising networks to monetize traffic. Only 32% of respondents work with agencies. Those who prefer automated DSPs are even fewer — only 20%.
At the same time, 43% of respondents already use the programmer, another 20% are going to integrate it by the end of the year.
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