One of the most popular ad formats for mobile games is rewarded ads.
The player gets a reward for watching an ad. The reward can be anything from coins and gems to points, extra lives, or other game content. That way users have a great incentive to view the ad. Most commonly, a rewarded ad is in video format.
Not only are rewarded ads less obtrusive, but they’re actually desirable by players. According to Techcrunch, 68% of users like this ad format. This ad format is the least disruptive – only 24% of players find rewarded ads disruptive.
Advertisers benefit from rewarded ads because they pay only if the player takes the desired action. Since the completion rate is very high, mobile game publishers can get high eCPMs. That ultimately increases their in-game advertising revenue.
This ad format is known for its high view rates and highly engaged players. On the flip side, there is a possibility that the players don’t even glance at the ad content but only wait for the loot.
It’s a win-win situation for developers, advertisers, and players.
Boost Your Ad Revenue with Rewarded Video Ads
It’s important to note that mobile game monetization is not a simple process.
Rewarded video ads won’t work the same for everyone. It depends on what type of game you have, how well you integrated rewarded ads and the way you set them up.
You also need to decide what type of rewards you want to offer to users. That largely depends on the game genre, as well as other monetization methods you might be using. For example, if you use a mix of in-app ads and in-app purchases, you need to balance the rewards players get from watching ads and the content you offer for purchase.
Another thing is setting up the frequency and length of rewarded ads. Moreover, setting up how many times the same ad can be shown to the users. All that plays a role in how well the ads integrate into your game and how much revenue you get from it.
Showing the same rewarded ad multiple times might increase brand recognition. That is a positive thing for the advertisers. But on the other hand, it might get boring for users to the point where they don’t want to watch it again.
It’s all about balance.
Interstitial ads are full-screen ads that users can skip after watching them for a certain amount of time. This mobile game ad format can be static or more interactive (interstitial video ads).
According to IronSource, eCPMs for interstitial ads can go up to $20 (in tier 1 countries), while the average is $4-$6.
However, getting high eCPMs from interstitial ads depends on many different factors. Mobile game genre, platform, geographic locations, how well you integrate the ads, etc.
First of all, it’s important to set up the right time for interstitial ads to appear. For example, nobody wants to be interrupted in the middle of the game with an interstitial ad.
It is best to show them when the game naturally pauses or transitions. For instance, after a completed level. That way, the ad is not intrusive, and the user experience stays positive.
This type of ad can be static, but can also include rich media content such as animations. It is recommended to use interactive content that generally contributes to user engagement and ad memorability.
Mobile Game Monetization with Interstitial Ads in Action
Different ad formats can produce different results. There’s also a huge difference in revenue between Android and iOS.
Keep in mind that not all ad formats work for all games. That largely depends on the game genre and how you set things up.
An ad mediation helps you boost your ad revenue because it allows you to work with multiple ad networks with only 1 SDK integration. That’s another big factor in mobile game monetization.
Native Banner Ads
This is a common mobile game ad format. A banner ad is placed in a way so that it looks like it’s a part of natural game flow. Mobile game publishers use it because it’s unobtrusive and discrete.
Of course, it needs to be placed strategically so that it doesn’t interrupt the gameplay or cover an important part of the game.
Some of the benefits of banner ads are the low cost per click and how easy it is to produce them.
As you can guess from the name, playable ads are a type of ads users can play. Users tend to like them because they can try out a new app and engage with it before installing it.
This is great for advertisers because playable ads target high-quality users who would continue using the app after downloading it. It’s also what makes playable ads expensive.
CPI of a playable ad is much higher than that of rewarded or banner ads. That is great news for mobile game publishers who can use playable ads to increase their in-game advertising revenue.
There are 3 elements every playable game ad should contain:
- An introductory lead-in on how the game is played
- A short demo for the user to play the game
- A CTA after the demo inviting the user to install the game
As we have learned, the ad formats you’re going to choose depends on the type of game you have as well as your monetization goals.
There is no secret formula that will work for everybody.
Now that you know all the mobile game ad formats that are relevant in 2021, you can test them and see what works best for your game.
Ideally, you should start thinking about monetization and ad formats while you’re designing the game. That way, you make sure you provide users with the best experience while maximizing your in-game advertising revenue.