As the global Internet becoming increasingly mobilized, mobile advertisement grew rapidly. According to eMarketer, driven by display ads, mobile will account for 69.9% of the entire digital advertising. Advertisers are pouring dollars into mobile due to growing mobile commerce activity. Ad performance from mobile display ad placements have already surpassed those of desktop. Advertisers’ increasing spend will push mobile’s share of total media to 47.9% by 2022.
The ever-growing mobile advertisement has supported the sustained revenue growth of app developers. According to a survey by AdColony, advertising monetization accounts for 55% of total mobile publisher revenue, which is higher than In-App Purchase (IAP). The successful experience of many developers has proven that monetizing within ads is both safe and effective.
AdColony also added that, rewarded video and native ads are the two most favorable ad units. A vast majority of publishers (87%) feel that rewarded video ad placements provide a positive user experience.
Do users really “hate” ads, or can we somehow find the balance between ad revenue and user experience? To find the answer, AdTiming held a discussion with its global renowned app-developing partners.
Yuning Hu, Commercial and Monetization Director of Camera360: When selecting a programmatic advertising network, the ability to integrate resources is developers’ key consideration. An excellent ad network can not only offer traffic with quality and scale but also be good at innovation. As one of the pioneers to develop the international market, the beauty camera tool Camera360 has made much effort to localize its product and operation in target markets. We are more than happy to see AdNetworks to help us in localization or catch users’ eyeball with creative ad display format. These initiatives make them stand out among their counterparts. In essence, programmatic is highly technical. Traffic quality, user labels, request processability and anti-fraud ability, are all necessary to increase monetization revenue.
International Business Director of Inveno: We can see more and more “playable” ads with native, video and interactive becoming the significant advertising trends. Our product Noticias Aguila is now one of the most popular news apps in Mexico. As a major resource of information for over 10 million users, personalized information recommendation is crucial in improving the user experience. Meanwhile, we believe a refined operation can not only increase our monetization revenue but also improve our user experience. Therefore, we want to see more detailed engagement data collected in each process of advertisement, and automatically analyze with ad network with the help of artificial intelligence, conduct A/B testing, feedback data and in-depth learning, understand user behavior and build our audience tag system, finally make sure our ads are precisely personalized, valuable and attractive.
Meng Zhu, Commercial Product Director of Xiaomi: During the past year, we are most surprised to see the in-depth integration between product user growth and ad monetization. A series of incentive ads were created, thus bringing some new ideas for the whole industry. To balance user experience and ad revenue, we believe that building resources, approaches, and methods to understand and monitor the current challenge is fundamental. We can only address the problem after making clear of that. For instance, if we only look at comments from app stores, social media and focused user group, the chances are that we may miss the opinion from the “silent majority.” Xiaomi has designed 17 monetizable media in our high-performance products. To better understand user experience, we need to have an in-depth understanding of users and make sure we are studying at a complete and unbiased sample. Companies should set special KPI according to their product category to quantify changes and update qualitative awareness via regular communication with users of all levels.
Dan Su, Monetization Director of CamScanner: CamScanner is a powerful file scanner and organizer with over 400 million global users. CamScanner started to focus on the international market since 2015 and has taken a leading position in Europe and the Americas and gained a significant number of high-value users. CamScanner is well experienced and developed in IAP (In-App-Purchase), but still in the early stage of monetization. The primary users of the app are business users and students, who have a high standard on user experience. Therefore, CamScanner will pick monetization partners with the same standard, and find the perfect match for user experience and ad revenue.
Instanza: SOMA Messenger & COCO are two communication apps produced by Instanza, which owns over 300 million users around the globe with a large user base in emerging markets like India. Instanza has just stepped into mobile monetization and is in great need of experience and professional instructions. To serve such a large user base with satisfaction, Instanza plans to have the monetization experts do their work. Our priority of monetization solution is to find a situation where ad traffic can match user demand. We want our advertising partners to know our users better than we do, find a native and customized monetization strategy that suits us through multiple trials.
Leo Yang, CEO of AdTiming: To better serve developers, ad networks need to know users better than developers do. To achieve that, developers need to adjust ad formats according to their development stage. For instance, with the rapid development of mobile video advertisement, especially incentive video ads, the importance of ad format has been increasingly noticed. If an advertiser cannot control ad frequency to fit each user segment group and ad format, the ARPU will drop after watching too many times of ads and a vicious circle begins. To help that, AdTiming has launched AdMuing, an open source incentive video ad tool features live-commenting to make ads more interactive and exciting. AdTiming leveraged AI to match contents with the ad format according to the user behavior of different countries and regions, meanwhile uplift ad performance with the innovative ad experience.
AdTiming has applied AI in mobile marketing to improve platform data analysis, parameter adjustment, and operation capacity, aiming at maximizing the value of data and providing developers with stable and productive services.
AdTiming is an intelligent mobile marketing platform, providing solutions to worldwide mobile developers and brands. We provide the best intelligent mobile marketing solutions in the age of Big Data, and help more Chinese companies go global with our strength in mobile marketing, big data solutions and technical services.