‘Tis the season for giving. To embrace the spirit of the holidays, we will be sharing fun facts we’ve come across in our network. Monday through Friday, you can come to our blog to garner interesting facts about the mobile app industry, acquiring and engaging mobile users and monetization in this space.
You can also follow us on Facebook and Twitter to get these valuable, tid bits of knowledge!
Here we go…
Friday, December 6th
Did you know mobile ad eCPMs differ by region? For instance, the United States, United Kingdom, Canada and Australia have a ~$5.50 iOS eCPM and ~$4.40 Android eCPM. Whereas, Japan, Korea and Hong Kong have an iOS eCPM of ~$3.10 and an Android eCPM of ~$1.60.
We hope this week’s mobile acquisition facts were helpful. Next week, you can expect more tidbits focused on user engagement. Have a great weekend!
Thursday, December 5th
Did you know mobile ad eCPMs differ by device? For instance, Android smartphone eCPM is ~$1.90 and tablet is ~$1.95. Whereas, iOS iPod eCPM is ~$4.15, iPhone is ~$3.90 and iPad is ~$3.70.
PlayHaven has a performance-based ad network. This means that you can pay for every install versus for every thousand impressions (CPI vs CPM). In a network like ours, calculating your effective CPM (eCPM) allows you to easily monitor the success of your campaigns against other efforts inside and outside our network. eCPM is the total earnings divided by the total impressions multiplied times 1,000. More information about eCPMs can be found here. The variance in eCPMs on our network is mostly caused by competition or demand for the same audience and subsequent value of the install (or how much the user generates once they’re in the app).
Wednesday, December 4th
Did you know that click-through rate on mobile ads in games is higher on 3g than on WiFi? It is… by about 5%. However, Impression/Download (I2D) is 20% higher on WiFi, and Click/Download (C2D) is 30% higher on WiFi.
Tuesday, December 3rd
Did you know that localizing your cross promotions in users’ native languages can make a world of difference? Localizing cross promotions can yield up to an 80% increase in CTR (click-thru rate) and an 800% increase in I2D (impression to download) when compared to non-localized cross promotions.*
If you’re new to promoting your mobile game, metrics like CTR and I2D are important for understanding the health of your campaigns. CTR or click-thru rate is calculated by dividing the number of clicks on an ad by the number of impressions delivered. I2D or impression to downloads is calculated by dividing the number of installs by the number of impressions. You should always be testing your marketing campaigns by varying the creative, refining your audience and optimizing your budget to increase these metrics.
*Data gathered from PlayHaven integrated iOS games
Monday, December 2nd
Did you know that it currently takes anywhere from 400,000 to 1,000,000 daily installs plus positive reviews to reach the #1 iTunes App Store rank?*
Did you know that it takes between 50% and 100% more installs to make into Google Play’s Top 5 Apps than iTunes Top 5 Apps?*
We know. There is a huge variance in installs required to make it to the top in the app stores. This is largely due to the number and popularity of games launching on the same day. For instance, if your game is launching on the same day as a well-known, extremely popular game, you can expect the higher range of installs required to make it in the top 10. If you’re lucky enough to launch on a slow day, you can expect the lower range of installs required. Unfortunately, there is no way to predict what the day will look like. Simply launch a great game, ensure that you’re set up to maintain and monetize engaged users and test, test, test for user acquisition.
*Data gathered from PlayHaven integrated top games