AdColony Announces Publisher Survey Results For APAC

AdColony Announces Publisher Survey Results For APAC
Rewarded videos drive best user experience and most effective for monetisation

SINGAPORE, 6 September, 2017 - In the first of its kind Summer 2017 Publishing Survey, AdColony, the largest independent mobile advertising platform, has found that mobile app publishers in APAC believe ads drive better monetisation over in-app purchases.
The survey interviewed respondents from over 20 of Asia-Pacific’s top mobile gaming publishers with a user base of over five million.


Top revenue sources of mobile publishers

According to the survey, respondents stated that advertising accounts for 63% of their mobile publisher revenue. The largest contributor to this category was mobile video at 27%, followed by display at 23% and native ads at 13%.
Outside of advertising, the single-largest revenue contributor was in-app purchases (25%), while paid installs or subscriptions was a meagre 8%.

Monetisation Effectiveness

​Top monetisation methods of mobile publishers

When it came to most effective method of monetisation, most APAC publishers (82%) ranked rewarded videos positively than any other method.
Interstitial video ads were regarded the second most effective mode of monetisation (73%), even ahead of in-app purchases (67%).
Playable ads and interstitial display were also deemed effective by 50% of the publishers; meanwhile, less effective methods of monetisation included paid app downloads (33%), pre-roll video (33%), and in-feed video (33%). 

User Experience

Top user experiences of mobile publishers

When it came to offering users the best user experience when engaging within gaming apps, a majority of publishers (70%) believed rewarded videos offer a positive user experience. In-app purchases (46%) and interstitial ads (38%) were also regarded as a relatively positive user experience (46%).
According to Vikas Gulati, Managing Director of AdColony, Asia Pacific, “Aside from providing the best user engagement, rewarded ads - or otherwise known as “opt-in” ads, have a higher chance to increase in-app conversion as it incentivises freemium users before they can unlock premium content.”
Commenting on the general trend of monetisation, Gulati said: “In our experience, publishers, just like marketers, are looking to cut through the clutter of advertising with high-quality product that helps them target the right consumers via an engaging creative experience.”
He concluded: “At AdColony, we create ads that matter – those which help publishers monetise and our marketers engage with the users. Ultimately, ads which capture user attention hold the key to good advertising.”

About AdColony
AdColony is one of the largest mobile advertising platforms in the world with a reach of more than 1.5 billion users globally. With a mission to elevate the state of mobile advertising by focusing on the highest quality consumer experiences that deliver outcomes for brands and publishers on today’s primetime apps and sites, AdColony is trusted by Fortune 500 brands and more than 85% of the world's top grossing mobile publishers. Known for our exclusive Instant-Play™ HD video technology, proprietary rich media formats, our global performance advertising business and programmatic marketplace, and our extensive ad SDK footprint in the Top 1000 apps worldwide, we are passionate about helping brands connect with consumers at scale on the most important screen in their lives. A fully-owned subsidiary of Opera ASA, AdColony is a global organization with over 20 offices worldwide.

About AdColony Summer 2017 Mobile Publishing Survey
The AdColony Summer 2017 Mobile Publishing Survey was distributed globally, with the most respondents in EMEA (40%), followed by 34% in North America, 22% in APAC, and 4% in LATAM. Respondents primarily represented mobile game developers (82%), with a minority making non-gaming apps (18%). A small number (8%) represented mobile publisher who make both gaming & non-gaming apps.

The full survey can be downloaded here.

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