New Survey Finds App Bidding is the Future of In-App Advertising and Monetization
30 September 2019 - 6:25PM
Business Wire
77% of app developers are considering moving
from waterfall to real-time unified auctions, due to accuracy,
transparency, and more granular user data
Fyber (FSE:FBEN), a leading technology company creating
solutions for smarter ad monetization, has released the 2019 State
of In-App Advertising and Monetization survey, which looks into the
present and future of in-app advertising and monetization. Fyber
commissioned Sapio Research to conduct the survey among 400
marketers and 400 app developers in the UK and US. The results show
a dramatic shift away from the traditional waterfall model of
trading in-app inventory. Over three-quarters of app developers
surveyed (77%) are already considering real-time unified
auctions.
The survey found that two-thirds (67%) of those surveyed think
that app bidding represents the future of ad monetization, with 60%
of marketers already familiar with in-app bidding solutions, and
76% of developers aware of these solutions. Over three-quarters
(77%) of respondents have considered shifting their advertising
model from waterfall to app bidding, with 48% citing the greatest
benefit of app bidding is that auction-level performance is more
accurate and gives them greater granularity of user-level data.
This is followed by the belief that it is more transparent,
according to 43% of respondents.
“The industry is becoming fully aware of the benefits that app
bidding can bring and how it can be a real game changer for the
industry as a whole,” commented Offer Yehudai, President at Fyber.
“This research shows that both marketers and app developers are
shifting perceptions towards app bidding, favoring more
transparent, fair, and accurate ways of trading in-app ad
inventory. This is an opportunity for app developers to increase
ROI and for buyers to stand on equal ground where they have a fair
chance to compete with each impression, regardless of the buying
mechanics and trading models in place.”
Though only a quarter (26%) of respondents’ digital advertising
budget is currently invested in-app, this figure is predicted to
rise to almost 39% over the next five years, which shows just how
marketers are increasingly investing in in-app as the channel
becomes an important focus for brands. What’s more, two-thirds
(67%) have asked their agency to start buying in-app inventory with
overall budgets for in-app likely to increase in the next five
years.
There are many reasons for this spike in interest towards
in-app. In-app ads can help increase ROI by an average of 35%,
according to the survey respondents, while the greatest benefits of
in-app ads are targeting capabilities, say 16%, while 15% choose
the higher click-through rates and 13% cite clean inventory which
promotes brand safety.
Ad revenue is also predicted to increase in the next five years
- on average, 29% of apps from those developers surveyed generate
ad revenue, with this revenue predicted to increase to 42% in five
years time. More than half, 56%, of app developers surveyed
currently use a subscription model, which to date is the model that
generates the most revenue by the greatest proportion of
respondents (36%). In addition, 53% of respondents choose to
monetize their apps with in-app purchases, while in-app ads are the
preferred monetization model for 47% of respondents.
View the full 2019 State of In-App Advertising and
Monetization study here.
About Fyber
Fyber is a global technology company, developing a next
generation monetization platform for mobile publishers. Fyber
combines proprietary technologies and expertise in mediation to
create holistic solutions that shape the future of the app economy.
Fyber has seven global offices in San Francisco, New York, London,
Berlin, Tel Aviv, Seoul, and Beijing. It is publicly traded on the
Frankfurt Stock Exchange under the symbol FBEN.
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MEDIA CONTACT: Bonnie Moss Moss Networks 818-995-8127
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