Q2: Ad Network Performance
Q2: Ad Network Performance
In today’s post we present a comprehensive look-back on top network performance over the tumultuous year thus far. Our goal is to help app developers make intelligent choices in choosing the right ad network partners.
Banner CPM Index (by week)
Summary: The swinging pendulum – Reaching a low of (40%) off-market average in early April, Q2 saw a +30% resurgence in banner performance, which is welcome news for many app developers.
– While rates have softened as we reached the end of the quarter in the last few days we’ve seen movement back towards the mid-June levels.
– Pre-COVID and Q1 CPMs discussed in our April 21st market update.
– Daily CPMs continue to come back, mirroring the stock market’s recovery.
Network Banner Performance Notes:
Amazon was the clear performance winner throughout the first-half of the year but the surge from COVID-times have softened, and — uncharacteristically for Amazon– they have lost the top spot for CPM performance.
A4G is a new addition to the top network list, having contributed massively-high averages in Q1 but — typical with smaller networks — was largely impacted by the COVID shuffle. However they remain a solid buyer coming back to claim top-spot for CPMs at Q2 quarter-end.
Vungle is a noteworthy addition in the banner section, we traditionally haven’t seen them play much in the banner space. Yet, in only a few months they’ve managed to capture a top-spot among banner networks.
Admob & Mopub remain the giants in banner revenue and should not be ignored. Their revenue-contribution of both account for over half of all banner revenue.
Full Screen: 2020 YTD
Fullscreen CPM Index (by week)
Summary: Coming back to average. Similar to the performance rebound of banners, fullscreen prices have continued their slow-measured recovery from their down-rates of (20%) through the end of Q2. But unlike banners — only saw a small dip in performance at the end of July and are actually up 10% against the yearly average.
Fullscreen Network Notes:
Facebook – Remains the main driver of fullscreen revenue, and– as you’d expect — they drive the market performance dips and recovery-curve for the rest of the market.
Admob and MoPub — the other top market drivers — delivered fairly consistent prices during the entire first half of the year.
A4G: Makes a splash in fullscreen inventory, only starting to buy in earnest at the end of Q2, but still manages a top spot.
Reward Video: 2020 YTD
Reward Video CPM Index (by week)
Summary: Hovering at average: Don’t let the swings fool you. At its worst, the Reward Video market dropped 5% during COVID. In an almost boring display of consistency, reward video revenue has maintained a largely-flat performance this year. And considering the uncertainty facing app developers this year, this “boring curve” is a blessing.