We’ve received a lot of great feedback based on our recent data report, so we’ve decided to conduct further drill-downs on a country basis.
Japan is well known for its expansive gaming market that has been growing rapidly over the past few years, and according to a recent study by AppAnnie, mobile gaming revenue increased by 35% in 2017 year over year.
For the first part of our Japan eCPM Benchmarks Series, we will look breakdown on how iOS and Android are performing.
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.
Overall Android vs iOS
In this section we’ll keep it fairly broad and as we progress, we’ll get more in depth. For now, we will look at the high level eCPM benchmarks for Japan – how Android is performing in comparison to iOS. Similar to the main report, the aim is to show the vast differences between the eCPMs being paid out for the first impressions.
To no surprise, we do see a similar trend in Japan as we do for overall Android and iOS. iOS does tend to overall have higher payouts for eCPMs, while both maintain first impression eCPMs that are up to 1.43x higher than the average impression eCPM.
Ad Type Breakdown
The next drill down will be looking at the overall performance (in terms of eCPM payouts) of ad types in Japan. For the purpose of this section, we’ll be looking at Rewarded Videos and Interstitials (includes video ads and playable ads).
Generally speaking, the comparison between Interstitials and Rewarded Videos is nearly identical at this level of breakdown, however as we can see above there is a significant difference between Android and iOS. While it’s difficult to say exactly what the reason behind this is, it’s worthwhile to understand the unique features of the Japanese mobile gaming market which can provide some insights.
Interstitials iOS have significantly higher eCPMs payouts as well as a ratio of 1st to average impression eCPM.
This is the first part in the series, so the breakdown is kept to be very high level. In the next part, we will be looking into the performance of the individual ad networks. Stay tuned!