This report is interesting for mobile marketing and mobile advertising in general. We offer insights.
What was considered
In the introduction to the report, the creators mention that creativity is essential in the marketing world today. And in this report, they highlight the trends that drive mobile ad performance. And it shows how five different ad formats affect app performance, including conversions and ad spend.
What are the five formats included in the report?
Banners. The report calls this the traditional format – banners are displayed at the bottom or top of the screen of a smartphone or tablet.
Interstitial. Full-screen banner ads that appear inside the app while interacting with it. For example, during the transition from one level of a mobile game to another. It is considered more fun.
Native advertising. Embedded in the application context so as not to interfere with the user experience. The most common native formats in the report are called in-feed ads, recommendation widgets.
Playable. Interactive ads that allow you to “play” the application before downloading / purchasing.
Video. A popular format, especially the rewarded video format – when users receive bonuses in return for views.
In the process of compiling the report, 1,796 applications, 396 billion ad impressions, 6.2 billion clicks, 275 million installs and 7.7 million first actions in applications were analyzed. The analysis period is from January 1 to October 31, 2020.
CPI has dropped significantly compared to previous years
Cost-Per-Install is the lowest in the last three years for all ad formats. Compared to 2018, prices fell by an average of 38%. This is primarily due to the COVID-19 pandemic. After easing restrictions and lifting some quarantine measures, a slight increase can be seen, but it will take time for prices to return to their previous level. At the same time, the Playable format gives the greatest return for marketers. This trend is driven by the large number of gaming applications using this format. And users’ interest in it. The second format in terms of the level of return is called native advertising.
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