Making Good Impressions. Appnext s Best Practices for Ad Monetization
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1 Making Good Impressions Appnext s Best Practices for Ad Monetization
2 Contents 1. Interstitial Ads 2. Rewarded Video Ads - Games - Non Gaming Apps 3. Native Ads - Offer Wall - Banners
3 Choosing a monetization model that is best suited for your app impacts growth, revenue and user acquisition. So, how do you generate a revenue stream without compromising the quality and user experience of your app? In this guide, we discuss common app monetization strategies and how to identify the best ones for you.
4 01 Interstitial Ad Units
5 About Interstitial Ads Interstitial mobile ads, also known as full-page ads, are one of the most popular ad units today. Although they are considered a more aggressive monetization approach than others, the ads do generate some of the highest results. Interstitial ads are optimized to cover the entire screen of any device. They are integrated via an SDK, which identifies apps users installed and will only recommend those that the user would love to discover and try. Appnext partners state interstitial ads among the top-performing ad formats due to their optimized layout that presents both a featured app video trailer and other apps users may be interested in.
6 Interstitial Best Practices Enhance User Experience To maximize your monetization goals without compromising user experience, we recommend triggering interstitial ads when there is a natural break in the user's flow. TIP- Ideally, the best triggering point is after the user completes a desired action or between pages/sessions within your app. Check Loading Times Make sure to load the interstitial ad a sufficient time before showing it to the user (highly recommended for publishers who utilize Appnext via mediation platforms). TIP- A required download or any other action with a long process time that usually doesn t involve user interaction can be a great opportunity to grab users attention by showing them an interstitial.
7 Interstitial Best Practices Perform A/B Testing Always A/B test a few different scenarios: location, timing, and frequency. Then keep only what works. Choose an Ad Format: Static or Video? If your user base is located in countries with low network connectivity, Appnext will know to serve the best ad type (video or static) based on the user s bandwidth.
8 02 Rewarded Video
9 About Rewarded Video Rewarded video ads are ads that offer users rewards such as virtual goods, currency, or lives in exchange for watching a video. The ads are integrated into the app s storyboard, displayed on a full screen, and shown only when the user chooses to watch them.
10 Rewarded Videos Games Best Practices Rewarded Videos work great with most types of games including Arcade, Cards, Casino, Adventure, Simulation, RPG, Action and more. Implement the Rewarded Video in your game s shop, here the user can get coins/game currency in exchange for watching the video. When users fail a level in your game, you can offer them the ability to watch a video and get another chance to play or earn game currency. Show ads strategically. A bad way of using Rewarded Video will be to show a user the video (after he lost a game for example), without asking him if he wants to watch it. This will result in a bad user experience and eventually lower ad revenue. A/B test the type of rewards you are giving users. Explore different timings for your offers and see what works best. Give rewards that are similar to your in-app purchases.
11 Rewarded Videos Non-Gaming Best Practices Users who receive a reward for watching a video are more engaged and open to viewing ads and installing apps. Since users are motivated to complete the video session, advertisers value the rewarded video inventory (something to keep in mind, as advertisers, will eventually pay higher rates for this traffic). TIP- Having more visits per user will increase the time spent in your app, which will translate to higher Average Revenue Per Daily Active User (ARPDAU). Gateway To Monetize Players Via IAPs. Users who are willing to engage with rewarded ads are also more likely to perform other in-app actions like making purchases. Higher User Engagement Provides the ability to engage and return users to your app by getting a positive reward for coming back ("Welcome back- here is 20 credits"), it encourages users to both visit your app more frequently and to engage with your premium features.
12 Rewarded Videos Non-Gaming Best Practices Enhanced Retention Rate Allowing the user to experience your top premium features free of charge will expose non-paying users, Increasing retention rate and revenue. Don t Bombard Your Users By limiting the number of rewarded video ads per user (frequency capping), you encourage your users to visit your app more times a day, making it a great re-engagement and retention tool. Increased Session Time Per User by providing users with more credits to use your app, it will increase the average daily sessions per user, which will be translated to higher ARPU (Average revenue per user) Include an Opt-in Option Make sure your users have a choice to watch an ad in exchange for a reward. Think about how to incorporate rewards for your users.
13 03 Native Ads
14 About Native Ads Native ads are ads that mimic the look and format of the ads context. This type of ad has exploded in popularity and revenue, especially in mobile. Native Ads Deliver! Using Native ads is a good way to set up and monetize your ad spaces effectively. Native ads match the visual design of the app they live in, enhancing the user experience. According to results from more than 8,000 non-gaming apps monetized with Appnext, it was found that Native ads deliver higher conversion rates while dramatically increasing the time spent in-app when compared to those monetized via conventional ad units. INSTALL
15 Native Ads Best Practices Build Strong User Relationships Foster open and transparent relationships with your users by using a sponsored or ad disclosure. Use Unlock Screens When it comes to utility apps, you can use an unlock screen for maximizing revenues. Because of the high exposure, this ad type generates a high level of revenue. However, ecpm may be lower than other major placements. Run In-feed Ads If you want to use in-feed ads, we recommend including the app store rating score as well as the number of downloads. By incorporating the number of reviews and downloads, you are increasing your credibility, which increases ad engagement. Appnext enables this by utilizing metadata (for more information visit our tools page). Create the Call-to-Action Button Green color buttons often increase the click-through rate. Use the button text suggested within the SDK such as install now. The button should stand out from the rest of the page, so it s easy for the user to find. Just because the ad is native, it doesn t mean your button should be identical to the rest of the tabs. TIP- One way to do this, is to have a contrast between your text and the color of the button. Use Icons Strategically Icons that are visible and relevant can help encourage the user to perform an action in the app, increasing conversion rate. TIP- If you want users to install, a down arrow will do the work. For native video ads, you can use "watch now" or "play" icons. Use app store ratings and number of downloads to drive more user engagement (you can find it on Appnext s ad response metadata).
16 Offer Wall Best Practices Offer Wall - If You Don t Have It, Create It! Use native ads as part of your existing offer wall on your app. If you don t have an offer wall template available, consider creating one. Offer wall gives the user a place to stay updated with the newest, hottest apps out there. It can either be segmented by category (games, social, utilities, etc) or can simply be an endless list of apps he or she MUST install. An offer wall tends to generate higher revenues than regular native ads. Create a Unique Placement for Offer Wall Use a different tab on your app to contain the offer wall. The user initiates an action in order to encourage the user to arrive at the app-wall, sometimes a notification icon is presented on that tab of a certain image. Offer a Wide Variety of Apps Use at least 10 apps, and do not store ads in the cache. Use Appnext real-time serving to offer the best-fitting app to the end user during his or her unique real-time moments and interests. We know which apps the user has already installed and will not offer that same app again.
17 Banners Best Practices Banners for Native Ads Compared to other ad units, banner ads can reach a much wider audience. Since They are usually located at the Top/Bottom of a page, users interact with the app without disrupting the user flow. Maximize Impression Count Maximizing impression count rather than maximizing clicks (CTR) tends to lower ecpm dramatically as it shortens the user s exposure time on each ad. Therefore, try to optimize the click metric (CTR). Choose the Banner Position Use native ads to replace standard banners. Use the fix dimension property on your app to show native ads instead of standard banners. Monitor Refresh Time Make sure to provide sufficient time for each advert to be exposed to the user. We recommend setting your refresh time between seconds.
18 Banners Best Practices If you use the same banner for a longer period per user, it will maximize your CTR and revenue from each user session. You just need to find the best time frame to show the same ad. It can also be applied in case you have scrollable pages. Create Sufficient Time For apps with many screen views per visit, try to avoid loading a new advert for each screen to provide sufficient time for the advert message to be seen by the user. Avoid Stat Discrepancies Make sure to report an impression only after the user has finished viewing the ad. In contrast to native ads, which should blend seamlessly in the app, banner ads should stand out and be much more prominent to catch the user s eye. It is important for that reason, to use contrasting colors (even for the download button) to ensure it stands out and is more appealing to the user.
19 Native Ads Implementations In-feed Banner Offer Wall
20 For more information contact us :) 2017 Appnext - All Rights Reserved. appnext.com Appnext Ltd. Road Town, Intershore Chambers, Tortola, 3321, BVI
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