Rewarded ads embedded in gameplay generate 2.5x more revenue for developers than static menus

A man using a smartphone.
Rewarded ads embedded in gameplay generate 2.5x more revenue for developers than static menus
Duncan is an award-winning editor with more than 20 years experience in journalism. Having launched his tech journalism career as editor of Arabian Computer News in Dubai, he has since edited an array of tech and digital marketing publications, including Computer Business Review, TechWeekEurope, Figaro Digital, Digit and Marketing Gazette.

Mobile performance advertising platform, Vungle, has released its 2021 In-App Ad Placement Revenue Report – a first-of-its-kind study that lets mobile publishers forecast the revenue impact that different types of ad placements can have on their games and apps. 

The report identifies key differences in earning potential between rewarded ads placed at different points throughout the user experience, as well as differences in revenue produced by display ad formats like banners and medium rectangle ads (MRECs). Specific findings are broken out by gaming and non-gaming apps, with revenue scores ranked across a relative index.

The results provide a deep understanding of the ad strategies that will yield the highest effective cost per mille (eCPM) for publishers. 

Some of the most valuable insights revealed include:

Context drives rewarded revenue: Rewarded ad prompts placed within the context of an engagement loop generate 2.5x higher eCPMs than those placed in static menus or in-app storefronts

Non-gaming apps are ready for rewarded Ads: Rewarded ads generate nearly 2x higher eCPMs than interstitials and more than 3x the top display ads in non-gaming apps

MRECs beat banners: Medium rectangle ads produce 5x higher eCPMs than banner ads

Rewarded ads reign supreme in gaming: Three of the top five placements by eCPM are rewarded, including the #1 spot

Don’t discount interstitials: Despite the industry’s recent shift towards rewarded ads, interstitial placements deployed at the end of gameplay still generate the second-highest eCPM overall.

Unlike similar reports that only examine revenue by format or app category, the 2021 In-App Ad Placement Revenue Report leverages Vungle’s years of in-app monetisation experience to group placements into categories such as ‘End of Level’, ‘Home Screen’, or ‘In-App Purchase Storefront’ in order to better understand the impact that user experience has on revenue for publishers. 

The result is an actionable set of insights that publishers can use in the earliest stages of development, or when considering changes to an app’s existing monetisation systems.

A collection of Sterling notes.

Scott Silverman, SVP of global revenue at Vungle, said: “Mobile ad monetisation is forever evolving. Publishers need actionable, data-driven reference points if they’re going to keep their strategies fresh and effective, especially as privacy changes continue to reshape the foundations of the mobile advertising industry. 

“Our 2021 In-App Ad Placement Revenue Report gives publishers the insights they need to make the smartest possible choices when it comes to ad monetisation across their mobile app portfolios.”

In developing the report, Vungle analysed the revenue generated by more than 6.3 billion impressions served across its in-app advertising network of more than one billion devices. Ads were classified into one of 14 user experience categories representing the industry’s most common ad placement styles found in both gaming and non-gaming apps.

Interested in hearing leading global brands discuss subjects like this in person?

Find out more about Digital Marketing World Forum (#DMWF) Europe, London, North America, and Singapore.  

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