This week we introduced an exciting feature to AdIntel. We are calling it QCTR and we will tell you all about it in a second. This made us look more than closely on ads with very high CTR and so this post will highlight 5 of them.
1 – Dragon City by SocialPoint
An ad for this game is holding the top spot in the CTR ranks. When we look at the advertiser breakdown we can see the CTR per creative type.
55.4% CTR on average for rewarded videos is a very high number but actually the ad that has the highest CTR among all ads is this playable ad
You might have noticed that this ad will automatically redirect you to the store if you don’t do anything for about 15 seconds or if you click on anything. Not surprisingly the CTR is close to 100%. This has very little to do with ad quality and serves as a good demonstration of how weak of a KPI is CTR.
This is why we created QCTR:
QCTR is the ratio of qualified clicks to impressions where qualified clicks are clicks in which the user didn’t regret the click right away and stayed in the click destination for longer than 5 seconds before coming back.
So when we look at the QCTR for this particular ad in AdIntel we can see that 37.4% of the users not only get to the App-Store page but actually stay there more than 5 seconds.
2 – Perfect Ironing by Playgendary
CTR of 84.5% is not something you see with see every day. Perfect Ironing does it and even makes 33.9% stick and become qualified clicks.
The ad features a cloth on an ironing board and an iron that can iron it. It’s very tempting to click and try but there is no such interaction available through the ad. You can see it here
3 – Square Bird by Moonee
As you can see below, Square Bird commands 79% CTR.
There are no huge tricks here. The gameplay is almost too hard to resist and with the amount of clicking going on as part of that you can rest assured that one click will trigger the redirect to the app store. The QCTR adds up to 24% for the Playable ads which is quite a big drop from the 79% CTR. This means more than 2/3 of the clicks are not sticking so maybe the users do feel in the wrong place once they clicked. To see the ad in action click here
4 – Cut and Paint by MagicLab
The Rewarded-Playable ads for Cut and Paint have crazy CTR rates – over 77%. QCTR however is around 25% which means over 2/3 of the users regret immediately.
Looking at the ad itself, one can see that it’s very enticing to start arting and crafting away. However, opening the ad in full screen mode reveals a hidden component where some of the clicks that are obvious attempts to engage in the playable experience are interpreted as clicks to open the app store. To see it for yourself – click here
5 – Pokey Ball by VOODOO
78.5% of the impressions of Pokey Ball interstitial playable ads turn to clicks. That’s a scary number. The QCTR however is only 28.7% so many users bounce back.
The ad features gameplay with a simple mechanic but there aren’t any apparent tricks. The only one we found was that after the 3rd try, an attempt to click again will redirect you to the app store.
So these ads show 2 things:
- There are some very aggressive ads out there
- CTR becomes almost useless as a way to compare creatives
QCTR is an attempt to normalize the crazy CTR rates by looking at qualified clicks that didn’t bounce back. That said, when looking at some of these aggressive ad experiences, the QCTR is actually high for these as well.
This means that many users don’t retaliate after being tricked into the app store and many of them stay in the app store for more than 5 seconds. We can also look at the IPM ratios of some of these games. These ads generate double digit IPMs and some of them even get to the 30+.
In other words, the users not only click, but also install the advertised apps in higher rates. From an advertiser perspective there seem to be no penalty for high CTR ads. On the publisher side, well, that’s a topic for another blog post I guess.
See it in video
If you don’t like reading – here is the entire blog post in a video. Enjoy!
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