Don’t forget to make room in your schedule for these fascinating sessions from leading publishers and platform providers.

GDC is almost here. If you’re anything like Tapjoy’s team members, that means you’re currently attempting to cram as many sessions, meetings, and parties into a ludicrously crowded schedule. GDC 2019 has an excellent line-up on that front, but mobile monetization professionals will definitely want to check out these sessions for some particularly valuable insights.


The ‘Flappy Bird’ that Laid the Golden Egg: Success in Hyper-Casual

Speaker: David Fox (CEO, Double Coconut)

Date: Tuesday, March 19

Time: 4:40pm – 5:10pm

Location: Room 2016, West Hall

Pass Type: All Access, GDC Conference + Summits, GDC Summits

Hyper-casual is mobile gaming’s fastest-growing genre, and its success traces back to the hugely successful Flappy Bird. In this GDC feature session, Double Coconut’s David Fox will highlight this mobile classic as a case study for today’s hyper-casual market. Along the way, Fox will emphasize the importance of polished gameplay experiences, and define the elements required of a high quality mobile game design.


Gone in 15 Seconds: Acquiring Sticky Players in an Instant World

Speakers: Eleanor Haeg (Head of Creative Strategy, Unique Influence), Taylor Lundgren (Sr. Digital Manager, Unique Influence), Conrad McGee-Stocks (Growth Lead, Uken Games), Rose Agozzino (Sr. Marketing Specialist, Ludia), Alex Pan (Director, Performance Marketing, Seriously Digital Entertainment)

Date: Tuesday, March 19

Time: 11:20am – 12:20pm

Location: Room 2000, West Hall

Pass Type: All Access, GDC Conference + Summits, GDC Conference, GDC Summits, Expo Plus, Audio Conference + Tutorial, Indie Games Summit

With thousands of apps launched each day, attracting new players is a pressing challenge for developers and marketers. This session will outline Unique Influence’s testing process for ad creative, offer suggestions for iterating findings, and make content suggestions for rising inventory sources.


Design by the Numbers: Using Data for Good

Speaker: Evan Losi (Lead Game Designer, Scopely)

Date: Tuesday, March 19

Time: 1:20pm – 1:50pm

Location: Room 2016, West Hall

Pass Type: All Access, GDC Conference + Summits, GDC Summits

Mobile games are overwhelmingly popular, but user data can make them even better. Scopely’s Evan Losi will describe the launch for Looney Tunes: World of Mayhem while highlighting design insights generated from ongoing data tracking. With this data in hand, developers can use analytical tools to find and correct any potential design flaws.


Top 3 Mistakes of ‘Angry Birds 2’

Speaker: Mans Wide (Executive Producer, Rovio)

Date: Tuesday, March 19

Time: 2:10pm – 2:40pm

Location: Room 2016, West Hall

Pass Type: All Access, GDC Conference + Summits, GDC Summits

Rovio’s Angry Birds was a smash hit that defined mobile gaming, but Angry Birds 2 had a more tepid critical reception than the original. Executive Producer Mans Wide will candidly explore the bad calls that impacted Angry Birds 2, highlighting three design lessons that took over four years to learn.


Three Technology Trends That Will Shape the Next Generation of Gaming

Speaker: Erik Smith (Head of Account Based Marketing, Arm Treasure Data)

Date: Wednesday, March 20

Time: 10:30am – 11:00am

Location: Room 3020, West Hall

Pass Type: All Access, GDC Conference + Summits, GDC Conference, Summits, Expo Plus, Audio Conference + Tutorial, Indie Games Summit

The video games industry has undergone dramatic changes over the past decade, but we might not have seen anything yet. Arm Treasure Data’s Erik Smith will review the latest trends in mobile gaming, AR technologies, and streaming audiences while suggesting ways the three fields might soon converge.


Making Games That Stand Out and Survive

Speaker: Nick Popovich (CEO, Monomi Park)

Date: Thursday, March 21

Time: 11:30am – 12:30pm

Location: Room 2016, West Hall

Pass Type: All Access, GDC Conference + Summits, GDC Conference

With increased competition in the industry, how do you make your game stand out? Slime Ranger director Nick Popovich will share hard truths about making your game stand out without breaking your marketing budget.

GDC 2019 will run from March 18-22 at San Francisco’s Moscone Convention Center. We hope to see you there!


You could have the most engaging, innovative, and revolutionary marketing campaign at your fingertips, but it’s the end installs that matter. Find out more in our latest strategy article, “What Is CPI Marketing?

As technology evolves, so too does advertising. Mobile advertising is one of the most effective ways to reach consumers–if you know how to use it.

Unless you’ve been living in a cave without wifi since the mid-90s, you’re well aware that the internet is powered by advertising. Ad revenue is what drives many of our favorite websites, and serves as the primary way that many content creators make a living. In our always-online world, any good advertising campaign has to keep the mobile audience in mind. However, that’s not as simple as shrinking down desktop ads to squeeze them into a smaller format; mobile advertising requires modern tactics that encourage engagement.

What is mobile advertising?

Mobile advertising is a subset of mobile marketing that’s 30% more effective than traditional internet ads. It delivers targeted ad content specifically designed for devices like smartphones and comes in a variety of formats including mobile web, in-app advertising, and more. As technology evolves, new strategies for reaching customers on mobile are constantly being developed.

Why is mobile advertising important?

Traditional advertising methods like television commercials and static desktop messages don’t have nearly the reach that they used to. By the end of 2017, more than 22.2 million adults in the US cut the cord, eschewing traditional commercial-based cable for streaming services.

Additionally, these same consumers are spending most of their internet time on their phones and tablets, rather than desktops and laptops. According to a report from MetrixLab, “mobile now represents a majority of digital media consumption,” with time spent on these devices outpacing the daily screen time given to computers.

To further drive home the importance of mobile advertising, nearly 80% of Americans owned smartphones as of early 2018. That’s a lot of eyeballs on those screens–it would be foolish not to tailor advertising campaigns to reach them.

What are some examples of mobile advertising?

Just like with any form of advertising, mobile ads can come to life in a variety of different ways. Here are a few of today’s most commonly used types:

  • Native ads: Used by big players like Twitter, Facebook, Reddit, and more, native ads are designed to look just like the surrounding content. They take some skill to execute, as they must match their environment in design and tone, but they’re a good way to garner attention without being intrusive.
  • Interstitial ads: Interstitials tend to take up the whole screen, but the trade-off is that they appear during natural pauses in an app’s usage. When used effectively, they have a higher click-through rate than traditional banner ads.
  • Video ads: Video ads aren’t mutually exclusive with interstitials, native ads, and other forms of mobile advertising. If you’ve spent any length of time surfing the web or scrolling through apps in the last few years, you must have noticed the pivot to video happening almost universally. Video ad spending is expected to reach $103 billion by 2023.

Are there any best practices for mobile ads, particularly when video is used?

  • Keep it brief: When it comes to video ads, shorter is better. Viewership dramatically drops off after the 30-second mark. The actual length you should shoot for varies by platform, as users have different expectations on different sites or apps. Be sure to grab attention in those first few seconds–and get your branding in then, too.
  • Don’t interrupt: When it comes to interstitials, timing is everything. These shouldn’t be popping up as soon as an app opens or when a user tries to leave, nor should they be triggered after every action within the app. You’ll have to find natural places to utilize these; one of the most effective uses of interstitials is having them pop up between levels of mobile games.
  • Banners are over: Any old-school internet user will be familiar with banner ads, those messages running across the top of the screen. While these ads can still be found in mobile formats, they shouldn’t take up too much of your campaign’s resources, as the average click-through rate is around 0.06% (and many of those might be accidental). Instead, focus on more modern approaches to getting the mobile consumer’s attention.
  • Invest in targeting: Finally, target your ads wherever possible, using geographic location, search history, or any other data you have access to. This increases the odds that what you’re selling will reach the people who actually need it. And keep in mind that mobile users spend far more time in apps than browsing mobile web pages.

Keeping up with mobile trends and advertising best practices can be hard work, but you don’t have to do it alone! For more information on all things mobile advertising and marketing, reach out to our talented team of pros at Tapjoy.

Mobile advertising campaigns come in a multitude of formats and payment structures. Brand advertisers in particular have found success with a unique model known as Cost-Per-Completed-View advertising. Want to learn more? Check out “What is CPCV Advertising?

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The Genres That Drove Growth And Other Insights From App Annie’s 2018 Mobile Monetization Study

The Genres That Drove Growth And Other Insights From App Annie’s 2018 Mobile Monetization Study

Mobile game monetization hit new record highs in 2018 as battle royale and hyper-casual apps competed for s…


Games Workshop and Fighting Fantasy co-founder Ian Livingstone will summarize 40 years of game industry trends in a Tapjoy-sponsored event.

Advertising Week Europe starts on Monday, and we have a special guest we can’t wait to show off. On March 19th, Tapjoy will introduce a talk with Ian Livingstone, co-founder of Games Workshop and a legend among game creators for all platforms.

As part of “The Power of Play”, Livingstone will summarize 40 years within the games industry — from tabletop roleplaying to the growth of mobile platforms. While recounting these experiences, he’ll explore the impact of digital technologies on consumer habits, business models, and interactive narratives.

Livingstone has been referred to as a “Patient Zero” of the UK’s gaming industry, and we’re inclined to agree with that assessment. While living with flatmates Steve Jackson and John Peake, the trio founded Games Workshop and went on to define much of the nation’s gaming culture. In its early years, Games Workshop brought us the Warhammer Fantasy and Warhammer 40,000 franchises, each of which remains impressively popular today. Livingstone was also one of the personalities responsible for bringing a little game called Dungeons & Dragons to Europe, proving the skepticism of distributors wrong.

Yet Livingstone’s creative achievements go beyond Games Workshop. He and Steve Jackson partnered once again to create the Fighting Fantasy role-playing gamebooks — a creative reworking of the concepts behind Dungeons & Dragons and the Choose Your Own Adventure series. Livingstone himself personally wrote much of its 59-volume run, the most popular of which have been re-published by Scholastic. Outside of writing, Livingstone transitioned into video games when he became the president and CEO of Eidos Interactive. During his tenure, he secured several major gaming franchises, including Lara Croft: Tomb Raider and Hitman.

Tapjoy’s “The Power of Play” is just one event taking place at Advertising Week Europe, a marketing convention that highlights trends, challenges, and technologies behind our industry. The event will be located on the By The Numbers Stage at London’s Picturehouse Central on March 19, 2019 at 2:20 pm. We hope to see you there!

Looking for engaging perspectives from mobile influencers? Take a look at our recent conversation with IAB’s Susan Borst.

Cost per install (CPI) is among the most widely used pricing metrics for marketing mobile games and apps.

You could have the most engaging, innovative, and revolutionary marketing campaign at your fingertips, but in the end installs are what matter most to mobile app marketers. That’s why cost per install — CPI — is among the most important KPIs a mobile marketer can measure. When entire advertising campaigns are based around this metric, we refer to it as CPI marketing. To find out why it’s relevant to you, read on!

What does CPI stand for?

In this context, CPI stands for “cost per install”, and should not be confused with the identical acronym for “cost per impression”. While marketing campaigns can exist for both, cost per install has become the dominant approach for the mobile advertising industry.

CPI is calculated by dividing ad spend by the total number of app installs generated by the associated campaign. This provides you with a baseline cost to acquire a single user.

How do CPI marketing campaigns work?

CPI marketing campaigns use a pricing model built around install efficiency. Under this model, advertisers only pay for users that install the app after seeing an ad promoting it. Since CPI campaigns only charge advertisers for confirmed installs, marketers only pay for real users, and are able to protect their budgets.

While the benefits of CPI marketing are more straightforward than other pricing models, there are many details that determine its effectiveness. Any one of the following variables could have a massive influence on your ROI:

Install location by country: Individual CPIs vary wildly depending on the country they’re sourced from. The general rule of thumb is that established, wealthy economies like China or the United States demand higher rates, while emerging economies like Brazil or India have lower ones.

Device platform: Android and iOS apps generate contrasting CPIs as well. Many studies have found that that worldwide, Apple users are willing to spend more on IAPs than Google users, which equates to a higher average cost-per-install.

Advertising network: Each media source will offer a different rate for deploying advertisements. Social media platforms tend to have the highest rates for their visibility, while other networks vary cost by services offered.

App Category and Genre: The specific category and genre of your app can dramatically influence the overall CPI. For example, mobile games tend to have a higher CPI than other app categories, while certain gaming genres like casino games can demand above-average CPIs as well.

Getting the most from CPI marketing

Calculating your CPI is simple enough, but generating the highest ROI for your spend will require other strategies. When running a new campaign, consider the following:

Campaign targeting: One benefit of CPI marketing is that it’s easier to identify key audiences, even among niche users. Use marketing strategies to target your core audience, and be prepared to adjust as new audiences become interested in your app.

Optimize and scale your campaign: Analyze your campaign performance and target KPIs, then optimize to meet your core strengths. You’ll want to go beyond ad creative or platform considerations to optimize for country and region, and choose ad networks that reach engaged audiences.

Don’t forget about other metrics: CPI is immensely significant when measuring the impact of your ad spend, but it’s not the only KPI to keep in mind. Keep an eye on metrics like CPA, ROAS, and other indicators for engaged users.

The value of CPI marketing

CPI marketing became a standard mobile advertising pricing model for a reason. It can better identify and target specialized audiences, measure interest in your app, and ensure ad spend is directed towards guaranteed installs. As such, it has inherent value for mobile marketers across all app categories and shouldn’t be underestimated.

If you need help maximizing your ROI while minimizing your CPI, reach out to the marketing pros at Tapjoy today.

Want to better understand the financial bottom line of your advertisements? Check out our article, “What is ROAS?” for a deep dive into measuring the effectiveness of mobile marketing campaigns.

As the VP of Mobile for the Interactive Advertising Bureau (IAB), Borst is highly aware that mobile isn’t just the future of online advertising: it has become the industry’s present-day reality. When Tapjoy reached out to discuss her experiences, she offered more insights than we could contain in a single article. Here’s part one of our discussion.

What We Learned:

Thanks so much for chatting with us! Can you tell us about IAB and your role within the organization?

IAB is a digital trade organization with over 700 members that sets standards and guidelines for the digital advertising industry. I lead the IAB Mobile Marketing Center of Excellence, which is an independent unit that sets the IAB mobile agenda.  We work closely with various committees as well as the Data and Video Centers of Excellence and IAB Tech Lab to ensure that our strategic imperatives answer real industry needs.

How does IAB and IAB Tech Lab work together?

Our shared goal, whether it’s IAB or IAB Tech Lab, is to ensure that the digital industry continues to thrive. For a long time our mission was to help it grow. Growth is not an issue anymore. We know mobile is a significant driver of that.

What we need to do now is address pressing issues, which vary depending on the business needs at-hand. Ad blocking, viewability, measurement, and so on. Today, there’s a lot of focus on public policy and privacy, starting with GDPR and moving into California Consumer Privacy Act. IAB has a dedicated office in DC advocating on behalf of the industry, it’s super important. We have a dedicated website that is a great resource for everything and is up to date.

IAB is constantly publishing compelling, actionable content for mobile marketers. What are some of the most interesting insights you’ve been able to surface?

Ohhh, that’s a big question. Every initiative is important. We lean on our Mobile, Data and Video Centers of Excellence Board members so much because there’s lots we could potentially talk about. We need to focus in on the things that really matter. That’s why member engagement is critically important to us. And the participation in these various Boards, committees, and councils is, in fact, the number one benefit members tell us they get from joining  IAB.

On the topic of Opt-in Value Exchange, an IAB working group came together to develop a comprehensive playbook to help brands and their agencies understand this emerging format that is being used across the digital ecosystem, from games, music and dating apps/sites, and even in OTT.  There is existing research that shows that consumers generally like, and even prefer, these type of ads. What we need to prove is that they’re also paying attention to the ad. On that front, the issues on the research side are:

All these points are going to factor in. After all, if a brand has a 30-second TV commercial, is that really what consumers really want to see while playing a mobile game or while listening to their favorite music streaming service?  We need to think about the consumer experience and what they are expecting in different mobile environments.

What are the most impactful mobile trends you’ve seen emerge during your time at IAB? Are there any important trends we’ve only just started to recognize?

I think one of the biggest game changers is the role of storytelling, which manifests itself in things like native advertising, content marketing, and social media in general. Ad spend on social media has exploded in just the past five to six years. Influencer marketing is exploding. So is the use of user-generated content in a host of ways. The emphasis on storytelling is about brands trying to engage with consumers in more authentic and relatable ways. These are all areas that IAB has addressed them in some way, shape, or form with educational pieces designed to help the buy-side understand their options and  best practice considerations.

I think in terms of what’s on the horizon, definitely voice recognition is something that should be on the radar. It’s there. It’s still early in the game from an advertising perspective. But as we see more home device adoption, voice will be a game-changer. We’ll start to see some action this year, but we’re probably looking five, ten years for it to truly realize its potential.

Check in with Tapjoy in the near future for the rest of our conversation with Susan Borst. In the meantime, brush up on your mobile fundamentals with “What Is In-App Marketing?”, a deep dive into strategies and tips for developing your own unique in-app campaigns.

The CPV model is beneficial to advertisers, as they can be sure they’re only paying when video ads get watched.

As any good ad exec knows, video marketing is key in today’s mobile-first, high-tech environment. The rise of video advertisements has the industry moving away from a traditional CPM structure, in which ads are a set price, regardless of how many people interact with them. Instead, many advertising pros are turning to CPV marketing, which ensures that they only pay for ads people actually look at.

But what exactly does that mean, and why is it useful? Follow along as we take you through the ins and outs of CPV marketing.

What does CPV stand for?

CPV is short for “cost per view.” In other words, it’s a method of marketing in which advertisers only pay for videos that are actually watched, which is advantageous for them. It’s a good arrangement when making sure your advertising budget goes as far as possible.

Of course, what qualifies as a “view” varies depending on the source. For example, Google defines a view as 30 seconds (or the duration of the video, if the ad is shorter than half a minute). Twitter’s view duration is much shorter: about “two seconds of play time with at least 50 percent of the video on the screen,” according to Ad Age. The reason for such variances is that users interact with different platforms in entirely different ways, and as a result they expect the time ads require to reflect this. This is important to keep in mind when crafting a video ad campaign.

Why is CPV marketing beneficial?

One reason CPV marketing is so beneficial to advertisers is that they know they’re getting their money’s worth out of a good video ad campaign. Measuring success (and price) by views provides an immediate metric into how ads are performing, what tactics are working, and what areas need attention. It’s not as risky as more traditional ad payment structures. If views aren’t actually being successfully delivered, the advertiser doesn’t end up paying for something that nobody is watching.

As Ad Age points out, with marketers duking it out for consumers’ ever-shortening attention spans, every view matters. As a result, the quality of ads and ad placement rises as well. “Performance advertisers are turning to CPV for a variety of factors… Performance advertisers are able to obtain high-quality users by paying for just a view in front of premium traffic, giving them a competitive advantage when battling for inventory.”

Now that you know more about CPV marketing, that knowledge should help fuel your next big ad campaign. Need more information about all things mobile advertising? The experts at Tapjoy are standing by and ready to help.

Want to learn more about ad campaign types? Check out our post, “What Is CPCV Advertising?” to learn why cost-per-completed-view is the right choice for many entertainment marketers.

Meet Aaron Thandi, Senior Manager, Performance Sales from our Santa Barbara office.

How does working at Tapjoy challenge and encourage you to do your best at work?

Managing a team of unique personalities, who in turn manage a diverse group of advertisers, presents a variety of challenges, which keeps me on my toes. Fortunately, our offering is very compelling and Tapjoy as a company delivers consistently which grows confidence in our solution, allowing me to continuously raise the bar for the team so we are all on a path of professional and personal growth. Great people make a great company and I’m proud to be apart of this one!

How do you find your work life balance?

Living in Santa Barbara means that everything is only 5 minutes away, including the commute to work! This really helps when it comes to work life balance. In addition, the team is pretty efficient and streamlined so we are able to get a lot done during working hours – but being in sales means offering exceptional client service, so I’m always keeping a close eye on emails after hours to make sure our Tapjoy ship is sailing smoothly.

What is your favorite thing working out of the Santa Barbara office?

The culture, which is defined by the people. We have a small, close-knit team here and definitely operate a “work hard, play hard” mentality, which has proven to be successful over the years. It’s a great place to be – come and visit us!

What is your all time favorite movie and why?

Big fan of the MCU. Hard to pick one, but I’ll go with Avengers Infinity War. Strong backbone to the movie with a 10-year build up. Nerdy, I know… 🙂

If you could have superhero powers what would it be?

Flight – Superman / Neo style.

Interested in learning more about our team? Stay tuned for the next installment of the Tap Into Our Team series!

Tapjoy’s Steve Wadsworth thinks mobile ads are driving a creative resurgence unseen since the 1960s.

Tapjoy’s Steve Wadsworth is quite a busy guy. He’s actively transitioning from CEO to Chairman of the Board, but that hasn’t stopped him from sharing new thoughts about a major resurgence of ad creative — something Steve believes was inevitable thanks to mobile technologies.

“When the internet came along in the 1990s, advertisers saw it as a chance to reach more consumers more cost-effectively than ever before,” Steve explained in a recent Forbes article. “Advertising became more about volume and efficiency than branding and creativity, and as programmatic automation took over, as it has throughout the last decade, that divide only deepened.”

To Steve, this dynamic was a stark contrast to the Mad Men-styled golden age of advertising in the 1950s and 60s. Brands had far more freedom to experiment with ad creative, and while not every advertisement worked, those that did were engaging and memorable.

Yet Steve’s experiences with Tapjoy led him to believe a new golden age is underway. While his full article explores this trend in detail, we’d like to highlight a few key examples:

Smartphone hardware opens new technological possibilities

The standard magazine or television set doesn’t come with touchscreens, accelerometers, or gyroscopes. Yet the standard smartphone includes all of these technologies — and in the hands of advertisers, they are remarkable creative tools.

“There remains a blue-sky opportunity for marketers willing to push technical boundaries to develop high-impact, high-engagement ads for their products,” Steve says. “It takes an intimate understanding of brand identity and a comprehensive grasp of technology. But that particular combination is becoming more common as a growing number of digital-first millennials grow in their careers, bringing with them a wealth of environmental knowledge that can be brought to bear on the modern advertising landscape.”

More creative formats, more creative flexibility

Mobile advertising is unique because advertisers do not have to rely on a single creative format. Interactive videos, rich media, playables, and other creatives can all be used alongside each other and target specific audiences.

“When consumers can tap, swipe, pinch, flip and do a number of other maneuvers with their screens to interact with ad content, there’s no end to the ways that advertisers can engage their audiences,” Steve notes. “And while some advertisers are using rich media ads in basic yet effective ways, such as to showcase a carousel of their product images, others are using them to offer mini-games and other types of unique content experiences that are so engaging they almost don’t feel like ads.”

TV is passive, but mobile apps drive interaction

The vast majority of advertising was passively consumed until quite recently. With the debut of new creative formats mentioned above, the interactive potential of advertising has grown immensely.

“With mobile about to surpass TV for consumers’ time spent, apps are becoming a primary vehicle for ad delivery,” Steve explains. “While TV is a completely passive experience, mobile apps — and mobile games in particular — require consumers to interact with the content, making it a much more active, engaging experience. We’ve found that mobile gamers are nearly twice as likely to feel engaged and three times as likely to feel focused when compared to users of social media apps.”

You can read the full article for more of Steve’s thoughts, but one thing is clear: we’ve only just scratched the surface of what mobile ad creative can accomplish.

What is ROAS, and what does it mean for your marketing campaign’s success? Find out in our latest article!

What is rewarded video?

Rewarded video is an ad format that allows the audience to decide whether or not they want to watch a video in exchange for rewards such as in-app currency, bonuses, or other premium content. Rewarded video can be integrated into mobile games and apps by publishers as a way to monetize their app. It is also a highly effective way for brands to engage with their desired audience through video.

Rewarded videos can be deployed within your apps using a variety of methods — such as through offerwalls or native integrations — provided users are given the opportunity to opt-in to the viewing experience. This unique style of value-exchange advertising makes rewarded videos an ideal method for monetizing apps that benefit players, developers, and advertisers alike while ensuring the best possible user experience.

Why use rewarded video?

Unlike most traditional forms of mobile advertising, rewarded video benefits both the user and the publisher. The format encourages users to engage with in-app placements as a means of accruing virtual goods and/or currency, while its opt-in nature ensures interactions take place at a convenient time. Developers and advertisers benefit from standard app monetization features, which are maximized by regular interactions with retained users.

Developers and publishers that implement rewarded videos have seen the following measurable benefits:

How can you implement rewarded videos?

The Tapjoy SDK contains comprehensive video advertising capabilities for developers, including interstitial and rewarded video formats. Developers and publishers looking to implement rewarded videos in their apps can take advantage of our plug and play solutions today and start generating more ad revenue.

Interested in learning more? Get in touch! 

Mobile users are spending more time in mobile apps than the mobile web, but in-app advertising budgets have been slow to reflect the change. Are you missing out on potential optimizations?

A recent study from PubMatic and Forrester, and summarized by The Drum, suggests that mobile marketers could be wasting a material portion of their budgets on mobile web ads.

The study’s authors surveyed 336 advertisers to reveal that while mobile advertising spend is on the rise, the division between in-app and mobile web does not align with how mobile users are spending their time. Most marketers surveyed are operating at a near even split between mobile web and mobile in-app spending, which may not be the ideal choice when it comes to reaching their audience.

Studies like this one consistently show that users spend far more time in-app than mobile web site — around 90% more in most cases — meaning that marketers are over-investing in mobile web ads, missing out on potential optimizations.

“What we’re finding…is a lot of [buyers’] systems and metrics are still tied to the desktop environment,” Paulina Klimenko, senior vice-president of business development and general manager of mobile at PubMatic, told The Drum. “They’re still thinking cookies. They’re still thinking cost-per-click… We’re suggesting that buyers and advertisers need to adjust to the new realities of the app environment and rethink how they measure, adjust their reporting systems and move away from that cookie mentality.”

The study also revealed that despite the dated platform choices, mobile marketers are taking advantage of a diverse array of modern advertising models:

Meanwhile, marketers increasingly see value with in-app advertising, especially in programmatic formats. 68% of respondents prefer programmatic in-app advertising, and 59% use open exchanges. This is a trend advertisers are picking up on, and we’re curious to see where these opportunities will take us.

What is Cost-Per-Completed-View Advertising, and why is Tapjoy one of the few networks to offer it? Find out in our latest article!