Natalie Portier, Appodeal

What Did We Learn About Ads After Analyzing Over 160 Million Users?

(White Nights Conference Prague 2018)
The official conference website — http://wnconf.com

Transcript

1. WHAT WE’VE LEARNED ABOUT ADS AFTER ANALYZING 166 MILLION USERS 2017
2. Scope © 2018 Appodeal Inc. 31k Apps 60+ Demand Sources 69B+ Impressions 5 Region 4 Ad Formats 166,798,92 MAU
3. Rankin g © 2018 Appodeal Inc. Ad Monetizatio n Power Ranking = eCPM Average x Impressions (Ad requests x Fill Rate) bit.ly/AppodealMetricsRU bit.ly/AppodealMetricsEN
4. Ad Formats Rewarded Videos Banners Rich Interstitials Video Ads © 2018 Appodeal Inc.
5. © 2018 Appodeal Inc. Region Rewarded Video Banner Rich Interstitial Video United States $9,52 $0,51 $5,09 $5,45 Western Europe $4,85 $0,22 $2,20 $2,50 Eastern Europe $1,69 $0,11 $1,13 $1,37 East Asia $6,01 $0,27 $3,45 $4,18 Latin America $1,46 $0,13 $1,23 $1,03 All 5 regions
6. © 2018 Appodeal Inc. Rewarded Video Ads: all regions $0,00 $1,27 $2,55 $3,82 $5,09 $6,36 $7,64 $8,91 $10,18 $11,45 $12,73 $14,00 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Region High Low Average United States $13,73 $7,61 $9,52 Western Europe $7,10 $3,66 $4,85 Eastern Europe $2,48 $1,19 $1,69 East Asia $8,06 $4,36 $6,01 Latin America $1,92 $0,94 $1,46 Monthly Average eCPM Monetization trends January - November 2017
7. © 2018 Appodeal Inc. Banner Ads: all regions $0,00 $0,12 $0,23 $0,35 $0,47 $0,58 $0,70 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Region High Low Average United States $0,64 $0,42 $0,51 Western Europe $0,27 $0,17 $0,22 Eastern Europe $0,15 $0,06 $0,11 East Asia $0,35 $0,20 $0,27 Latin America $0,17 $0,07 $0,13 Monthly Average eCPM Monetization trends January - November 2017
8. © 2018 Appodeal Inc. Rich Interstitial: all regions $0,00 $1,00 $2,00 $3,00 $4,00 $5,00 $6,00 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Region High Low Average United States $5,84 $4,42 $5,09 Western Europe $2,73 $1,89 $2,20 Eastern Europe $1,42 $0,77 $1,13 East Asia $4,12 $2,92 $3,45 Latin America $1,47 $0,99 $1,23 Monthly Average eCPM Monetization trends January - November 2017
9. © 2018 Appodeal Inc. Video Ads: all regions $0,00 $1,17 $2,33 $3,50 $4,67 $5,83 $7,00 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Region High Low Average United States $6,41 $4,74 $5,45 Western Europe $3,33 $2,05 $2,50 Eastern Europe $1,82 $1,04 $1,37 East Asia $5,58 $3,58 $4,22 Latin America $1,95 $0,75 $1,03 Monthly Average eCPM Monetization trends January - November 2017
10. Regions United States Western Europe Eastern Europe East Asia Latin America © 2018 Appodeal Inc.
11. United States of America © 2018 Appodeal Inc.
12. © 2018 Appodeal Inc. United States: all formats $0,00 $2,33 $4,67 $7,00 $9,33 $11,67 $14,00 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Ad Format High Low Average Rewarded Video $13,73 $7,61 $9,52 Banner $0,64 $0,42 $0,51 Rich Interstitial $5,84 $4,51 $5,09 Video $6,41 $4,74 $5,45 Monthly Average eCPM Monetization trends January - November 2017
13. © 2018 Appodeal Inc. Monetization Power Ranking January - November 2017 1 2 3 4 5 AppLovin Tapjoy Unity Ads AdColony Vungle United States: Rewarded Video Ads
14. © 2018 Appodeal Inc. Monetization Power Ranking January - November 2017 1 3 4 5 Amazon Ads Inneractive Marketplace Smaato AdMob United States: Banner Ads Major Marketplace Anonymous 2
15. © 2018 Appodeal Inc. Monetization Power Ranking January - November 2017 Facebook AN Major Marketplace Anonymous United States: Rich Interstitials StartApp Amazon Ads 2 3 4 5 1 AdMob
16. © 2018 Appodeal Inc. Monetization Power Ranking January - November 2017 AppLovin Major Marketplace Anonymous United States: Video Ads Unity Ads AdColony Vungle 1 2 3 4 5
17. Western Europe © 2018 Appodeal Inc. Andorra Austria Belgium Denmark Finland France Germany Iceland Ireland Isle of Man Italy Jersey Liechtenstein Luxembourg Malta Monaco Netherlands Norway Portugal San Marino Spain Sweden Switzerland United Kingdom Vatican City
18. © 2018 Appodeal Inc. Western Europe: all formats $0,00 $1,17 $2,33 $3,50 $4,67 $5,83 $7,00 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Ad Format High Low Average Rewarded Video $7,10 $3,66 $4,85 Banner $0,27 $0,17 $0,22 Rich Interstitial $2,73 $1,89 $2,20 Video $3,33 $2,05 $2,50 Monthly Average eCPM Monetization trends January - November 2017
19. © 2018 Appodeal Inc. Monetization Power Ranking January - November 2017 AppLovin Tapjoy Unity Ads AdColony Vungle Western Europe: Rewarded Video Ads 1 2 3 4 5
20. © 2018 Appodeal Inc. Monetization Power Ranking January - November 2017 Amazon Ads Inneractive Marketplace Smaato AdMob Major Marketplace Anonymous Western Europe: Banner Ads 1 2 3 4 5
21. © 2018 Appodeal Inc. Monetization Power Ranking January - November 2017 Facebook AN AdMob Major Marketplace Anonymous Western Europe: Rich Interstitials StartApp Inneractive Marketplace 1 2 3 4 5
22. © 2018 Appodeal Inc. Monetization Power Ranking January - November 2017 AppLovin Major Marketplace Anonymous Western Europe: Video Ads Unity Ads AdColony Vungle 1 2 3 4 5
23. Eastern Europe © 2018 Appodeal Inc. Albania Belarus Bosnia & Herzegovina Bulgaria Croatia Czech Republic Estonia Greece Hungary Latvia Lithuania Macedonia Moldova Montenegro Poland Romania Russia Serbia Slovakia Slovenia Ukraine
24. © 2018 Appodeal Inc. Eastern Europe: all formats $0,00 $0,50 $1,00 $1,50 $2,00 $2,50 $3,00 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Ad Format High Low Average Rewarded Video $2,48 $1,19 $1,69 Banner $0,15 $0,06 $0,11 Rich Interstitial $1,42 $0,77 $1,13 Video $1,82 $1,04 $1,37 Monthly Average eCPM Monetization trends January - November 2017
25. © 2018 Appodeal Inc. Monetization Power Ranking January - November 2017 AppLovin Tapjoy Unity Ads AdColony MyTarget Eastern Europe: Rewarded Video Ads 1 2 3 4 5
26. © 2018 Appodeal Inc. Monetization Power Ranking January - November 2017 Inneractive Marketplace AdMob Major Marketplace Anonymous Eastern Europe: Banner Ads MyTarget 1 2 4 5 Yandex 3
27. © 2018 Appodeal Inc. Monetization Power Ranking January - November 2017 Major Marketplace Anonymous Eastern Europe: Rich Interstitials StartApp Yandex 3 4 5 AdMob MyTarget 1 2
28. © 2018 Appodeal Inc. Monetization Power Ranking January - November 2017 AppLovin Major Marketplace Anonymous Eastern Europe: Video Ads Unity Ads AdColony Vungle 1 2 3 4 5
29. East Asia © 2018 Appodeal Inc. China Hong Kong Japan South Korea Taiwan
30. © 2018 Appodeal Inc. East Asia: all formats $0,00 $1,33 $2,67 $4,00 $5,33 $6,67 $8,00 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Ad Format High Low Average Rewarded Video $8,06 $4,36 $6,01 Banner $0,35 $0,20 $0,27 Rich Interstitial $4,12 $2,92 $3,45 Video $5,58 $3,58 $4,18 Monthly Average eCPM Monetization trends January - November 2017
31. © 2018 Appodeal Inc. Monetization Power Ranking January - November 2017 AppLovin Tapjoy Unity Ads AdColony East Asia: Rewarded Video Ads Vungle 1 2 3 4 5
32. © 2018 Appodeal Inc. Monetization Power Ranking January - November 2017 Amazon Ads Inneractive Marketplace Smaato AdMob Major Marketplace Anonymous East Asia: Banner Ads 1 2 3 4 5
33. © 2018 Appodeal Inc. Monetization Power Ranking January - November 2017 Facebook AN East Asia: Rich Interstitials StartApp AppLovin 1 3 4 5 Major Marketplace Anonymous 2 AdMob
34. © 2018 Appodeal Inc. Monetization Power Ranking January - November 2017 AppLovin Major Marketplace Anonymous East Asia: Video Ads Unity Ads AdColony Vungle 1 2 3 4 5
35. Latin America © 2018 Appodeal Inc. Argentina Belize Bolivia Brazil Chile Colombia Costa Rica Ecuador El Salvador Falkland Islands French Guiana Guatemala Guyana Honduras Mexico Nicaragua Panama Paraguay Peru Suriname Uruguay Venezuela
36. © 2018 Appodeal Inc. Latin America: all formats $0,00 $0,33 $0,67 $1,00 $1,33 $1,67 $2,00 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Ad Format High Low Average Rewarded Video $1,92 $0,94 $1,46 Banner $0,16 $0,07 $0,13 Rich Interstitial $1,47 $0,99 $1,23 Video $1,95 $0,75 $1,03 Monthly Average eCPM Monetization trends January - November 2017
37. © 2018 Appodeal Inc. Monetization Power Ranking January - November 2017 AppLovin Tapjoy AdColony Latin America: Rewarded Video Ads Major Marketplace Anonymous AdMob 1 2 3 4 5
38. © 2018 Appodeal Inc. Monetization Power Ranking January - November 2017 Inneractive Marketplace Smaato AdMob Major Marketplace Anonymous Latin America: Banner Ads Facebook AN 1 2 3 4 5
39. © 2018 Appodeal Inc. Monetization Power Ranking January - November 2017 AdMob Major Marketplace Anonymous Latin America: Rich Interstitials Inneractive Marketplace Smaato AppLovin 1 2 3 4 5
40. © 2018 Appodeal Inc. Monetization Power Ranking January - November 2017 AppLovin Major Marketplace Anonymous Latin America: Video Ads Unity Ads AdColony Vungle 1 2 3 4 5
41. THANK YOU! bit.ly/Appodeal2017Index hi@appodeal.com 2017