That being said, there are a few points to bear in mind to make sure advertisers want their ads to be displayed on your app repeatedly and pay good money for it. At the end of the day, matching advertisers’ requirements increases your chances to have them bid higher and more frequently on your adspace.
- Ad Placement:
Many publishers mix categories and dimensions in one single ad placement. This is a common setup that reduces revenue potential for your adspace. This is highly confusing for demand partners and advertisers. Indeed, while making their bidding decisions, adspace clarity is key. Therefore, we strongly advise to limit each ad placement to only one dimension (ad size), one OS and one category. Hence, every single placement of your app should be created separately in SMX and have a unique adspace ID.
In the same way, the ad placement name should be as descriptive as possible. Advertisers should be able to appreciate the type of app they’re bidding on, at the first glance. Make sure that the name includes relevant information such as the app name itself, of course, but also the category, the OS and the ad size.
Some ad placements are better paid than others. This is the case for full-screen placements like interstitials that ingeniously catch the user’s attention. Using interstitials not only improves the ad performance, but also preserves a good user experience. All the more reasons for Postitial® placements for Android, developed by our partner iQZone, which display ads when the Android app is closed. With Postitial®, the user engagement is even higher, which translates to a significant increase of your revenue.
Last but not least, ad placement’s position in the app also has an influence on the revenue you can generate. Placements above the fold perform seven times better than those below the fold. This is true for online as well as it is for mobile. Here again, placements above and below the fold should have separate adspace IDs in our platform.
- Ad Dimension:
The choice of ad dimension (ad size) is a major performance booster for publishers. Larger sized-ads are paid higher by advertisers. Consequently, we can only encourage you to add IAB standard ad sizes --when possible-- to your available ad dimensions: Medium Rectangle (300x250), Leaderboard (728x90) and Wide Skyscraper (160x600). With IAB ad sizes, the user is more likely to interact with the ad, which will make your app more efficient in the eyes of the advertiser.
- Ad Refresh Time:
Although advertisers are bidding on a CPM basis in RTB, the click through rate (CTR or click conversion) is an important KPI to monitor in order to boost your revenue. In fact, advertisers’ ultimate goal is to get a conversion -- in other words, to get your user to connect with the ad. This is why publishers should place and handle the ads in a way that the user gets a realistic chance to interact with it.
The user should have time to see the ad, recognize it and click on it. Limiting the refresh time to at least 30sec or higher has proven to have a positive impact on CTRs, and this is a standard that publishers willing to maximize their ad revenue should follow.