The holiday season should be bright, joyful and fruitful for business, and the mobile business is no exception. However, last-minute Christmas shopping, New Year’s Eve family gatherings, and un-holiday global inflation can influence your audience’s behavior. When it comes to ad formats, the choice can seem daunting. Knowing global trends and emerging opportunities can help you quickly adjust your advertising strategy.
A new study by Appodeal shows that during the holiday season of 2022, almost all markets see an increase in eCPM for full-screen ads on Android, while on iOS it remains at the same level as a year ago.
Rewarded videos on iOS were the most profitable in 2019. Since then, the monetization environment has become more challenging for developers and publishers. iOS ad revenue hasn’t returned to its 2019 levels, but this season looks promising and, if you play your cards right, a very lucrative one too. Some marketplaces are now offering a lot more quality rewarded video ads for both iOS and Android.
While the US, Australia, and South Korea are seeing modest 5% eCPM growth for iOS rewarded ads, France is up a whopping 24% compared to 2021. In France, rewarded ads on iOS account for 2.84% of all impressions and 23.57% of all revenue, with an eCPM of $7.58 this holiday season. But this is not the limit – in Taiwan, this figure is $7.88. Notably, Taiwan leads the world in rewarded ad impressions to revenue ratio of 8.9% on iOS and 8.62% on Android, with rewarded ad revenue accounting for 56.27% of total ad revenue.
Appodeal’s research also found that in the United States, the eCPM of full-screen ads on Android is significantly higher than in other countries, at $12.42. In second place is Australia with $9.79, followed by Canada with $8.83. In the US, eCPM has grown steadily year on year and has nearly doubled from $6.87 in 2018 to $12.42 this year’s holiday season. A similar trend is observed in Brazil, Taiwan and Turkey.
No fortune-teller can guarantee you earnings in the current economic conditions, but if for any reason you have not dared to try a new advertising format, geo or audience segment, now is the time.
“The main takeaway is that using seasonal changes is an effective tactic for increasing revenue. The trick is that in order to maintain growth momentum, publishers need to be flexible enough to switch from one market to another in time, quickly test new hypotheses, add or remove ad networks, and seize on opportunities in time that will bring the most profit in the short term. . We’ve found that if we respond to seasonal changes properly, games and apps can easily increase their revenue by 20%,” said Tanya Moroz, Vice President of Customer Experience, Appodeal Stack.
Learn more about which markets are most likely to help you grow your revenue this holiday season.
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