Analytics, App Monetization, Game Design

Japan eCPM Benchmarks Series – Ad Network Performance

Japan eCPM Benchmarks Series - Ad Network Performance

In the first part of our Japan eCPM Benchmark series, we kept a fairly broad approach to getting an understanding of how the Japanese mobile gaming market is performing. Before diving in to deeper breakdowns, it was important to look at the overall differences between iOS and Android.

There were some differences, but the most significant was how Rewarded Videos and Interstitials performed at near polar opposites. For Android, Rewarded Videos were far outperforming Interstitials in terms of eCPM payouts for 1st and overall impressions. On the other hand, we saw iOS dominating Interstitials with significantly higher eCPMs. Yes this is important, but at such a high level of analysis, it’s hard to gain actionable insights. This leads us to part two!

For the second part of our Japan eCPM Benchmarks series, we’re going to take a deeper look into the how the various ad networks are performing in Japan. Because we saw such a significant difference between iOS and Android in the ad types (Rewarded Videos and Interstitials), it only makes sense to keep the breakdown going in the same direction. It’s important to keep in the back of your mind that the majority of the mobile operating system market share in Japan is held by iOS, contrary to the rest of the world where Android maintains the larger share of mobile users. There are several reason for this, as one Tech blogger from Japan mentioned – if it interests you.

The Data

The data used for this series is based upon the data used in our recent Q1 Monetization Benchmarks Report collected through the SOOMLA platform. We analyzed the activity of over 30 million users in 8 countries over the span of 3 months (October 2017 – December 2017). Together these users viewed 600M impressions showing 2,500 advertisers in close to 100 apps. The app sample consists a higher ratio of games compared to the ratio of non-games in the app stores. However, we’ve seen the same patterns regardless of app category. The ad-formats analyzed through the study are: Interstitials, video interstitials and rewarded videos.

Interstitials – Premium Paid for First Impressions

This section looks at the premium paid in eCPM rates for 1st impressions compared to the overall average for ad networks prevalent in Japan’s interstitial domain. We compared this premium across all ad-networks who serve a high volume of interstitials. We’ve indexed the average eCPM as 100% and then presented the 1st in comparison.

SOOMLA's Japan Breakdown - Interstitial iOS - 1st Impression Lift*Only ad networks with over 1,000,000 total impressions during the data period were considered.

Japan eCPM Benchmark Series - Interstitials Android 1st Impression Lift*Only ad networks with over 100,000 total impressions during the data period were considered.

First and foremost, it’s important to note the vast difference in minimum impressions for Android and iOS. The majority of interstitial ad impressions recorded are from iOS, confirming the majority of Japan’s iOS adoptance. Furthermore, after a deeper look, the data sample has a slight bias due to a large portion of the impression counts originating from a few highly successful mobile apps. Regardless of this, we can still see that iOS does maintain significantly higher payouts for 1st impressions than the average eCPMs.

Q1 2018 MONETIZATION BENCHMARKS

Interstitials – Share of Voice

Share of voice refers to the percentage of impressions each ad network displays of the total. We broke this down into 1st impressions and total impressions for ad networks displaying interstitials in Japan.

Japan eCPM Benchmark Series - Interstitials Share of Voice
See original Android – Share of VoiceSee original iOS – Share of Voice

For iOS – we can see that AdMob take a large share of both 1st impressions and total impressions. Mopub for instance has a strategy more focused on 1st impressions compared to their total impressions. For Android – taking into consideration the previous comments, we see that AdMob maintains the lion’s share.

Rewarded Videos – Premium Paid for First Impressions

This section looks at the premium paid in eCPM rates for 1st impressions compared to the overall average for ad networks prevalent in Japan’s rewarded videos domain. We compared this premium across all ad-networks who serve a high volume of rewarded videos. We’ve indexed the average eCPM as 100% and then presented the 1st in comparison.

Japan eCPM Benchmark Series - RewardedVideos iOS 1st Impression Lift*Only ad networks with over 300,000 total impressions during the data period were considered.

Japan eCPM Benchmark Series - RewardedVideos Android 1st Impression Lift*Only ad networks with over 300,000 total impressions during the data period were considered.

For iOS – we see, as expected, the majority of the ad networks have a higher first impression eCPMs compared to the total, however AdColony is the only ad network which the first impression eCPM is lower than the average. For Android – we see TapJoy with a significantly higher first impression eCPM ratio compared to the other ad networks.

Rewarded Videos – Share of Voice

Share of voice refers to the percentage of impressions each ad network displays of the total. We broke this down into 1st impressions and total impressions for ad networks displaying rewarded videos in Japan.

Japan eCPM Benchmark Series - Rewarded Videos Share of Voice
See original Android – Share of VoiceSee original iOS – Share of Voice

Across both iOS and Android, we see that Ironsource servers large portions of the 1st and total impressions that are served, only to be surpassed by Applovin in Android. It seems like Ironsource’s dominance as a mediation for rewarded videos allows it to obtain a high number of impressions without paying a premium for it. For Applovin, it’s possible that their self-serve interface for advertiser is able to generate higher demand diversity which translates into better results in later impressions.

Conclusion

This concludes part two of the Japan eCPM Benchmarks Series where we took a deeper look into the performance of ad networks for interstitials and rewarded videos. In the next part of the series, we will be looking into specific advertisers : which love being first (impression), which don’t, which have high volumes and which have high eCPMs. See you then!

In case you missed part one, you can find it here.

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