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AdColony: 89% of publishers of mobile apps and games use promotional videos

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89% of publishers of the most profitable applications and games for mobile devices in one form or another use promotional videos. These are data from an annual survey conducted by AdColony , a mobile marketing company.

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AdColony interviewed publishers of mobile apps for revenue sources.
Original image : AdColony

The AdColony Mobile Publisher Survey says that publishers rely on promotional videos and in-app purchases to monetize mobile games. The mobile publishers in this study are game and non-game application developers with an average of at least 3 million active users per month (MAU).

Of the variety of ways to generate income, the majority - 89% - of the respondents indicated that they use various types of promotional videos in their games. A significant number - 68% - of publishers also rely on monetization for in-app purchases, while 35% said they show display ads.

Recent launches of gaming subscription services, such as the Google Play Pass and Apple Arcade , have had little impact on the monetization methods of surveyed publishers: only 2% said they use subscriptions to generate revenue.

Publishers love commercials


AdColony asked publishers which monetization methods were of most interest to them. Advertising videos are especially popular: 51% of respondents mentioned them. In the top three are interruption videos ( those that appear between actions in the application, overlapping the main screen, and make the user watch ads for a while - approx. Translator), interrupt display ads and interactive advertising ( offering the user, for example, to control the character right in the window ads - approx. translator).

Videos rewarding the user for viewing are considered the most effective


On average, publishers rated the videos most highly for watching which users received a reward (4.6 points) and interrupting advertising videos (3.7 points). Interrupted display ads were hardly ahead of in-app purchases: 3.5 and 3.4 points respectively, although more publishers said they preferred in-app purchases (plus 33%) to display ads.

But prerolls and native advertising - with the worst performance indicators: only 2.3 points.

The share of advertising in the revenue of publishers - 63%



Above: a breakdown of how to monetize gaming and non-gaming applications.
Original image : AdColony

The effectiveness of monetization is checked by the income it brings, according to AdColony. In the “Mobile Publishers Survey”, respondents were asked to estimate the breakdown by income: advertising - video, media and native - brings 63% of their total income.

Compared with the previous study, this indicator grew by 8%. The main sources of income are advertising videos (35%), display ads (21%) and in-app purchases (18%). In 2017, publishers claimed that in-app purchases brought them 39% of the revenue: that is, since the previous survey, this figure fell by 21 points.

Both gaming and non-gaming applications receive a substantial portion of advertising revenue. Monetization through advertising brings game publishers 63% of revenue, and publishers of non-gaming applications - 66%. At the same time, the share of revenue from display ads for publishers of non-gaming applications is 29%: this is 13% more than for game publishers. And games get 13% more from in-app purchases and e-commerce.

About the translator


Article translated into Alconost. We have been creating advertising and educational videos for 8 years , including trailers, teasers and prerolls for mobile applications and games, and try to keep abreast of the latest industry news. We also localize applications , services and games in 70+ languages.

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