Fresh off the oven, here is the hottest advertiser of last week in our opinion. Like in previous weeks. this one cannot be discovered with standard app discovery tools and does not show up in the app store charts.
Their ad spend increase in the last week is what made them blip on our radar. You can see the trend showing 5x growth in US budget. However, what makes them more interesting is the performance KPIs for their ads and specifically their IPM.
IPM – what is it and why should you care
IPM is the ratio of installs to impressions. It’s CTR and conversion rate combined and it’s the best KPI for measuring your ad effectiveness since clicks are largely manipulated by ad networks. The thing about Pancake Art is that they came #3 for IPM. In other words, only 2 other apps had better IPM in US for Android. The number we measured is around 32 installs for every 1,000 impressions.
Pancake art is #71 in the top charts
Pancake Art is a relatively new app but it’s growing quickly and spending aggressively. They do show in the top charts in the 71st place. This means that you might have noticed it but wasn’t sure if there was anything there since you weren’t aware of their KPIs.
This is where Ad Intel is proving it’s value – by showing you the apps that stand out, either by ad spend or by KPIs that are simply off the charts.
CPIs are not very high
If we drill down more on Pancake Art we can see that they spend mostly with Adcolony, Ironsource, Unity and one additional provider and that their CPIs are around $0.82. This is not very high but their high IPMs allow them to get a lot of installs and be quite competitive in the publisher’s waterfall.
Ad creatives are the IPM driver
So we talked about Pancake Art IPMs being off the charts. The number one reason for high IPMs is engaging ad creatives so let’s look at those.
Since the first video commands most of the budget we can open it and look at it. The ads comes in both landscape and portrait orientation and you can see from the end card that there is also an interactive element in the ad. Link to the videos here.
See the process in our latest video:
Find trends in apps and ad creatives
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