This document analyzes data from over 120 million mobile users and 25,000 apps to evaluate mobile advertising formats and networks. It finds that rewarded videos generated the highest eCPMs, particularly from AdColony, Vungle, and Chartboost. Interstitials also increased and remained reliable, with top networks being OpenX, MoPub, and Amazon Ads. Video ads grew strongly, led by MoPub, Applovin, and Vungle. The document provides recommendations for implementing different ad formats effectively based on the analysis.

1. WHAT WE’VE LEARNED ABOUT ADS
AFTER ANALYZING 120 MILLION USERS
2017 Edition

2. Mobile market keeps growing
*Credits: App Annie 2016 Retrospective

3. How to Make
Money on
Mobile Apps?

4. 120M+ smartphones worldwide
25 000+ active apps
60+ ad demand sources

5. What We’ve Analyzed
+25k
Apps
+103 Billion
Impressions
+$24 Million
Ad Spend
+35
Ad Networks/
Exchanges/
DSPs
5
Mobile Ad
Formats
5
Regional
Markets
4
Quarters
Q2 2016 - Q1 2017
50K
Minimum
Impressions
Each Network Per Quarter
100K Min. Worldwide

6. Average eCPMs
of all mobile
ad formats
Spotlight: Mobile Ad Formats Worldwide
Investment in
mobile in-app
advertisements
0.27
0.29
0.31
0.33
0.35
0.37
0.39
Q2 (16) Q3 (16) Q4 (16) Q1 (17)

7. Best performing
ad format of 2016
Spotlight: Rewarded Videos
Highest eCPM
gain came from
US Market
eCPM
$1.40
$2.80
$4.20
$5.60
$7.00
Q2 (16) Q3 (16) Q4 (16) Q1 (17)
Worldwide USA Europe Russia S. America

8. Rewarded Videos
Best eCPM Performers: Worldwide
eCPM
$1.30
$1.74
$2.18
$2.62
$3.06
$3.50
Q2 (16) Q3 (16) Q4 (16) Q1 (17)
AdColony (CPM) Vungle (CPI) Chartboost (CPI)
Avg eCPM
$2.87
1
Avg eCPM
$2.80
2
Avg eCPM
$2.45
3

9. Our recommendations:
FIT THE APP PLOT
VOLUNTARY AD ENGAGEMENT
INTRODUCE IN-APP PERKS

10. Rusty Lakes: The Lake

11. Flat/negative eCPM trend. Overtaken by
newer video ad formats as highest earning.
Spotlight: Interstitials
eCPM
$1.00
$2.00
$3.00
$4.00
$5.00
Q2 (16) Q3 (16) Q4 (16) Q1 (17)
Worldwide USA Europe Russia S. America

12. Interstitials
Best eCPM Performers: Worldwide
eCPM
$2.00
$3.29
$4.58
$5.87
$7.16
$8.45
Q2 (16) Q3 (16) Q4 (16) Q1 (17)
OpenX (CPM) MoPub (CPM) Amazon Ads (CPM)
Avg eCPM
$5.56
1
Avg eCPM
$3.36
2
Avg eCPM
$2.35
3

13. Our recommendations:
CAP FREQUENCY AND ADD VARIETY
DO NOT GREET A USER WITH AN AD
USE NATURAL RESTING PERIODS
ALTERNATE WITH VIDEO ADS

14. Intestitial ad: Piano Tiles by Sabzira

15. Modest increase worldwide. Still a reliable
format for earning baseline despite being
an older format.
Spotlight: Banners
eCPM
$0.10
$0.20
$0.30
$0.40
$0.50
Q2 (16) Q3 (16) Q4 (16) Q1 (17)
Worldwide USA Europe Russia S. America

16. Banners
Best eCPM Performers: Worldwide
eCPM
$0.00
$0.22
$0.44
$0.66
$0.88
$1.10
Q2 (16) Q3 (16) Q4 (16) Q1 (17)
OpenX (CPM) Amazon Ads (CPM) Smaato (CPM)
Avg eCPM
$0.71
1
Avg eCPM
$0.70
2
Avg eCPM
$0.39
3

17. Our recommendations:
DO NOT HINGER GAME PLAY
CHEAPEST FORMAT. USE WISELY
FIX “BANNER BLINDNESS”

18. Banner ad: Best Cool Fun Games

19. Spotlight: Native Ads
Flat/negative eCPM trend worldwide, but
Facebook’s investment in this format could
elevate this format in 2017.
eCPM
$0.16
$0.32
$0.48
$0.64
$0.80
Q2 (16) Q3 (16) Q4 (16) Q1 (17)
Worldwide USA Europe Russia S. America

20. Native Ads
Best eCPM Performers: Worldwide
eCPM
$0.00
$0.18
$0.36
$0.54
$0.72
$0.90
Q2 (16) Q3 (16) Q4 (16) Q1 (17)
Facebook (CPM) MoPub (CPM) Avocarrot (CPM)
Avg eCPM
$0.49
1
Avg eCPM
$0.44
2
Avg eCPM
$0.25
3

21. Our recommendations:
THIS IS AN AD. ADMIT IT
BLEND IN WITH AN APP DESIGN
USE IN APPS WITH NEWS FEED

22. Native ad: VFeed

23. Strong increase (even after Q4),
especially in USA, Europe and Russia
Spotlight: Video Ads
eCPM
$1.00
$2.00
$3.00
$4.00
$5.00
Q2 (16) Q3 (16) Q4 (16) Q1 (17)
Worldwide USA Europe Russia S. America

24. Video Ads
Best eCPM Performers: Worldwide
eCPM
$1.00
$1.36
$1.72
$2.08
$2.44
$2.80
Q2 (16) Q3 (16) Q4 (16) Q1 (17)
MoPub (CPM) Applovin (CPI) Vungle (CPI)
Avg eCPM
$2.44
1
Avg eCPM
$1.94
2
Avg eCPM
$1.89
3

25. Our recommendations:
USE THE SAME SCREEN ORIENTATION
CONSIDER CONNECTION SPEED
USE NATURAL RESTING PERIODS

26. Tigrido: Color 6

27. One More Thing…
Not so obvious factors affecting ad performance:
Timing Device Model Battery Level Connection Type

28. Reach me at:
natalie@appodeal.com
www.appodeal.com
TIPS, SUGGESTIONS, INSULTS: