A recent Appodeal report found that rich interstitial ads (which display an ad for a few seconds before disappearing) and rewarded video ads are the most popular formats in mobile apps and games. Yesterday, Appodeal released its in-app advertising monetization performance index. This index, ranks the performance of mobile ad networks and analyzes the ad rate trends of various ad formats in different regions across the globe from January 2017 to November 2017. It also measures performance data of more than 60 ad demand sources from 69 billion impressions and 30,000 apps.
According to the report, rich interstitial was the ad format that held the highest monetization power in nearly all countries across the globe. The format’s new variation, which is in the form of playable ads — which allows players to start playing a game once they click on the ad — increased engagement rates and with the continuing trend this could be a long lasting format.
“Since 2018 is right around the corner, now is the perfect time for mobile app publishers and developers to reflect to make sure their apps are on the right track for monetization success in the upcoming year,” said Pavel Golubev, Appodeal CEO, in a statement. “This index should help them decide with confidence which ad networks and ad formats to use in 2018 for the best monetization results.”
The report also revealed that rewarded videos, through which a user gets a reward in the form of virtual content in a game or app in exchange for viewing a video ad, have expanded exponentially this year, and especially on the Facebook Audience Network and Google’s AdMob. The report said eCPMs (effective cost per mille, or ad rates) showed massive growth.
Appodeal said that AdMob dominated the revenue generated and ad fill impressions with banner and rich interstitial ads, irregradless of the region.