More mobile, more money. At least that is what has been projected by industry analysts, experts, and gurus.
According to eMarketer, this year Americans are already spending nearly 20% of their media time in mobile apps which is 86% of total smartphone time, and mobile is projected to reach 72% of US digital ad spend by 2019. The shift to mobile by consumers and the flow of digital dollars that have followed is a call to action for publishers to revisit their own monetization strategies and ability to deliver the most innovative mobile formats.
Monetizing mobile is not simply meeting the inventory demands of the advertiser, but supporting the solutions that make it possible for the advertiser to effectively execute a specific experience while still preserving the integrity of their mobile property. The ad experience within a publisher’s app or mobile website is part of the overall experience a user will associate with that publisher. By implementing different ad types, a publisher is able to offer a variety of experiences that the advertiser can then leverage to ensure the right message is delivered, in the right environment, to the right audience.
To help publishers maximize revenue through diversified placements, we’ve listed three “environments” worth considering.
REWARDED VIDEO. IT’S NOT JUST FOR GAMING.
Rewarded videos are non-skippable formats that are triggered when the user chooses to watch the ad in exchange for a “reward” (e.g., in-game currency, more lives to keep playing, a coupon or store credit, etc.). While usually found in games, this strategy can be used across other verticals. For example, to see more profiles on a dating app you are asked if you want to watch a video ad. Because users have a choice, they are more engaged in the ad experience and publishers can charge higher eCPMs for this format–regardless of whether they are a gaming app or not.
END CARDS. A LASTING IMPRESSION.
End cards appear after the video ad has finished playing and gives the viewer an opportunity to engage with the ad. The final screen is an opportunity for advertisers to customize their CTA and promote a desired action (e.g., click, subscribe, download, watch more, etc). What this means for publishers is that users are given more information and choice on how they engage with the ad.
STORYTELLING. OUTPLAY THE COMPETITION.
Inneractive’s proprietary outstream ad unit offers an uninterrupted experience for users while still hitting viewability and completion metrics. As the viewer scrolls down the feed, the video auto-pauses and auto-resumes only when 99% in view, picking up right where he/she left off. Publishers can leverage the high viewability and completion rates of this unit to command higher prices from advertisers.
There is still tremendous opportunity in mobile. A $16 billion opportunity according to Mary Meeker’s 2017 Internet Trends Report. Advertising spend has still not caught up with time spent in mobile but when this happens the publishers who have already adapted to the digital needs of advertisers will be positioned to offer the best value to brands and focus on what they do best–create content.
To find out what SDK upgrades need to be made to support any of these ad units, contact your Inneractive account manager or send us an email.