Whether you’ve been steadily climbing the top-10 app store list for weeks and seeing impressive download numbers, or you have a niche app with a loyal group of active users, there’s bound to be advertisers interested in using your app as a platform to engage with their ideal audience.
Here are five important tips to help you maximize your in-app ad revenue and expand your user base.
Tip #1: Not all Demand is Created Equal
You must diversify your advertising partner portfolio to maximize your revenue and have the highest fill rate possible. Remember that certain partners will perform differently for you based on how elements such as geography and audience demographic align with a marketer’s campaign goals.
There are many ad networks and DSPs worldwide and an exchange or mediation partner can be a huge asset. MobFox, an exchange which offers you a connection to multiple demand sources that bid on your inventory, ensures you maximize your revenue potential by delivering access to all of this demand through one single SDK. This in turn reduces your footprint and simplifies the overall process. To learn more about the MobFox monetization platform, contact [email protected].
Tip #2: Take Advantage of High-Earning Ad Units
The evolution of mobile has led to more creative and technical capability offerings from in-app advertising. Simultaneously, advertisers are constantly looking for ways to keep users interested and engaged in their ad content. Work with an ad partner that can bring you knowledge of native, rich media and other special ad formats that enhance your user experience. For example, although banner ads typically represent a significant amount of in-app advertising demand, rich media units garner 3-5X higher eCPMs.
Note that native advertising, which is a more engaging and less intrusive ad format than banner ads, is quickly becoming a major source of revenue for developers. Native is not a new concept, but the ability to scale it within the mobile app environment has been a hot topic and has pushed the industry’s best to innovate their platforms and offer a scalable mobile native ad solution. This is important to know as advertisers are willing to place higher bids on an ad unit that blends in seamlessly with a publisher’s site and content, therefore leading to more clicks.
Tip #3: Don’t Take Metrics at Face Value
Refining and optimizing your in-app ad strategy requires time and an analytical approach to the data you’ve been given. As a rule of thumb, allocate more inventory to the demand partner who can provide you with a higher eCPM beyond a certain fill rate threshold. Combine this strategy with backfill partners who can provide you 100% fill rate for what goes unsold.
Analyze not only fill but also eCPM; a partner might provide you 100% fill rate, however their eCPM may not be competitive in the market. Try and allocate more inventory to exchanges with a price floor set, as exchanges can bring diverse demand through 100+ DSPs and putting certain restrictions in place will ensure you get the highest dollar for each impression. Make sure to continue to track the fill rate.
Note that even minor adjustments to inventory allocation can lead to a substantial increase in revenue.
Tip #4 Never Compromise the UX
Did you know that a majority of users would prefer, and are receptive to, in-app advertising if in return, they can use your app at no cost? To create a great user experience, pay attention to the following before implementing in-app ads:
- Timing: When the ad is placed. Serving a full-screen ad at the end of a level or game play is a natural progression for the user and receives higher engagement rates.
- Placement: Don’t overcrowd your real estate. During the ad set-up process, make sure you clearly identify what type of ad unit you are requesting based on the placement so an advertiser knows what they are getting.
- Frequency: How often you display an ad. Don’t inundate your users and remember that displaying an ad every 30 seconds is an industry best practice and recommended.
Tip #5: Reduce the Number of Hoops
Maximize eCPM and reduce the number of hands an ad passes through before served on your app by working with a trusted ad partner that is closer to the advertiser. Doing so will limit the amount of redirected ads and will also allow you to get the consultation and strategic direction necessary to take your in-app ad inventory to the next level.
For the full “5 Tips to Monetize Your In-App Inventory” guide, click HERE.