Analytics, App Monetization, Game Design

Japan eCPM Benchmarks Series – Top Advertisers Comparison

Japan eCPM Benchmarks Series - Top Advertisers Comparison

We’re back for another installation of Japan’s eCPM Benchmark Series! In the 3rd (and final) part, we’ll be looking to compare the performance of advertisers who serve interstitials and rewarded videos in Japan. In order to be as concise as possible, we’ll be looking into the top 10 performing advertisers in each category. In case you missed the previous parts, can find part part 1 and part 2 here.

For each ad type, we will look into advertisers who were first impression focused, as well as those who maintained a low amount of first impressions. Furthermore, we looked at the top performing advertisers, broken down by iOS and Android in terms of first impression volume and eCPM.

Why 1st Impressions

By focusing on 1st impression monetization, we are able to provide a better measure of the strength of different monetization channels. More importantly, it allows us the compare between advertisers on a more level playing field.

Ad networks will be able to see which advertisers are buying aggressively for each format and platform, while publishers can gain some insights on which advertisers are a potential fit for direct deals.

Note: As a base filter, we looked at apps with a minimum of 5,000 first impressions for the date range selected.

Interstitials – 1st Impression Lovers / Non-Lovers

The chart below shows advertisers that served a higher ratio of first impressions in the day compared to the total impressions.
SOOMLA's Japan Breakdown - Interstitial 1st Impression Lovers

To show the contrary, the chart below displays advertisers that have a lowest ratio of 1st impressions to the total impressions. These advertisers have not adopted a strategy focused on the importance of the 1st impression.
SOOMLA's Japan Breakdown - Interstitial 1st Impression Non-Lovers

While these charts might not be indicative of anything in this context, the next few charts showing the eCPMs can help give insights about advertiser specific strategy.

Top Advertisers for Interstitials – iOS

The chart below ranks the top 10 advertisers who placed ads in other apps via different channels. The comparison of these advertisers is based on 2 dimensions – 1st impression eCPM and 1st impression volume.
SOOMLA's Japan Breakdown - Interstitial Top Advertisers iOS

We can see that Kurashiru, Homescape and Wooden Block Puzzle are the only 3 advertisers that are performing above average (green line) for both 1st impression volume and eCPM. Another interesting note is that Fill has a very high eCPM payout in comparison to the other advertisers despite having a fairly lower volume of impressions.

SOOMLA's Japan Breakdown - Interstitial Top Advertisers Android

For Android, we can see that only Hidden City – Mystery of Shadows maintains an above average 1st impressions volume and eCPM in comparison to other advertisers.

 

Q1 2018 MONETIZATION BENCHMARKS REPORT

 

Rewarded Videos – 1st Impression Lovers / Non-Lovers

The chart below shows advertisers that served a higher ratio of first impressions in the day compared to the total impressions.
SOOMLA's Japan Breakdown - Rewarded Videos 1st Impression Lovers

Yes, 96% and 91%. I saw it as well and was positive there was an error in my data, however after triple checking, the data was in fact accurate. Both of those apps are ENTIRELY focused on 1st impressions.

To show the contrary, the chart below displays advertisers that have a lowest ratio of 1st impressions to the total impressions. These advertisers have not adopted a strategy focused on the importance of the 1st impression.
SOOMLA's Japan Breakdown - Rewarded Videos 1st Impression Non-Lovers

Top Advertisers for Rewarded Videos – iOS

The chart below ranks the top 10 advertisers who placed ads in other apps via different channels. The comparison of these advertisers is based on 2 dimensions – 1st impression eCPM and 1st impression volume.
SOOMLA's Japan Breakdown - Rewarded Videos Top Advertisers iOS

For this case, we can see that no apps are performing above average for both 1st impression volume and eCPMs. However we do see that Hidden City is dominating the 1st impression volume, while Matchington Mansion and Seeker’s Notes maintains very high 1st impression eCPM payouts.

SOOMLA's Japan Breakdown - Rewarded Videos Top Advertisers Android

For Android, we can see an almost mirroring of iOS. There are no apps that are performing above average for both 1st impression volume and eCPMs. Hidden City however has appeared on the high end of 1st impression volume for both iOS and Android.

Conclusion

This concludes our first eCPM Benchmark Series who’s sole focus has been on Japan. In our next series, we will be looking at India and how the growing gaming market is now one-tenth of all global gamers.

In the spirit of being big in Japan, enjoy the closing song!

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