Understanding Fill Rate and its significance for boosting your app’s revenue

As you might be aware that Fill Rate is quite important for a publisher’s advertising revenue. Fill Rate is calculated by dividing the number of ad impressions an app serves, by the number of times an app requested an ad from a network.

An ad network’s fill rate directly affects how much ad revenue an app developer earns, making fill rate a critical app metric in the app monetization world. Most ad networks are not able to provide 100% fill rates singlehandedly. That’s why, ad networks like ConsoliAds uses ‘Auto Ad Mediation’ which increases the fill rate via a layered approach and sends ad requests to multiple, premium ad networks to ensure that the best available ad network serves the ads. Hence, opting for an ad mediation network is the most effective way of boosting your app’s revenue.

Skyrocket your Revenues with Auto Ad Mediation

Most mediation platforms have an automated optimization feature that uses complex algorithms to place the best-performing ad network at the top. Therefore, when several premium ad networks and ad exchanges are competing for ad inventory, publishers shouldn’t be worried about unfilled ad placements.

Auto-ad mediation platforms enable publishers to get access to multiple ad networks in one SDK integration, leveraging an optimization algorithm to determine which ad network can fill the publisher’s inventory with highest eCPM (effective cost per thousand impressions).

Auto-ad mediation could potentially help app publishers achieve significant increase in ad revenue. Developers report an average 40% increase in overall ad revenue by using auto ad mediation. Because, if one ad network does not return an ad and leaves the placeholder unfilled, the platform automatically requests the next ad source on the list to serve the ad.

With ad networks like ConsoliAds which offer easy-to-use portal, now publishers just need to auto integrate their apps and get up to 20% revenue increment without the hassle of going through a lengthy and complex integration process. Publishers can sign up with ConsoliAds as their trusted monetization partner to avail highest eCPM’s through Auto-Ad mediation.

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2017 was the year when it was proclaimed that digital ad spending had finally beaten TV ads. To be more precise, digital ad spending reached $209 billion worldwide while TV ads brought in relatively stagnant growth by reaching to $178 billion, according to a research by Magna in 2017. As of now, the ad spending on mobile apps has drastically affected every other digital channel and an estimated of $19.5 billion app revenue was calculated during the first quarter of 2019 alone.

As compared to the mobile web ads, in-app advertising has become the fastest growing form of mobile advertising in the market. Notably, mobile apps are quickly becoming the most popular medium of digital advertising for consumers. The transparency, time-saving and advanced efficiency of the advertising process in mobile apps helps advertisers get the most value out of their ad campaigns. In this blog, we will try to explore the major factors which makes in-app advertising more effective than other digital means.

1. Effective Reach

It is an undeniable fact that people around the globe are spending more and more of their time on their phones using variety of mobile apps. As per latest statistics from e-Marketer, the average daily time spent on mobile phones has increased to 215 minutes in 2018, up 11 minutes from the previous year. Moreover, it was also noted that 89% of the time spent on a smartphone is fixed for using mobile apps, and only 11% is spent on the mobile web. This indicates the credible reach of mobile apps for advertising brands in an effective manner.

According to stats by App Annie, the total number of app downloads last year were around 194 billion. And considering the figures of 2.6 million Android apps and 2.2 million iOS apps as per August 2019, the total number of app downloads would have doubled in 2019.

2.   Higher Click-Through Rates

As we have discussed earlier that engagement of users in various activities that run inside the app is way higher than mobile web. So, there are more chances that users will connect with the content of the ad better. In addition, users invest more time in mobile app as compared to mobile web where the bounce rate is higher. Hence, the higher engagement of mobile app can be transformed in conversion.

As you might be aware that Click-Through Rate (CTR) tells that how often users who see your ad end up clicking it. As per the research by Medialets, the CTR for apps is 0.58% whereas mobile web only has a 0.23% Click through rate. Considering the relativity of CTR with conversions and leads, this is the major reason brands need to targeting users’ in mobile apps.

3.   Advanced Targeting via Appographics

There are handful of ad targeting methods used by various organizations these days. Some companies rely on ‘contextual targeting’ where ads are usually shown according to the content present on the web page. While other businesses show ads based on the users’ behavior and browsing activity on different websites.

Well, mobile app advertising networks like ConsoliAds use a slightly different and effective strategy called ‘Appographic Targeting’. In this technique, the users are targeted on the basis of their interests. For instance, a mobile shooting game can be advertised to the users who play action games quite frequently. This type of targeting works exceptionally well for mobile apps like games, social, travel, e-commerce and various other categories.

Moreover, the Appographic targeting creates micro-categories based on specific consumer behavior to target users more effectively. Simultaneously, using demographic targeting, ad networks organize users based on Geo-location, device type, and content.

Using combinations of aforementioned targeting methods, mobile ad networks enable advertisers get considerable increase in Return on Advertising Spend (ROAS).

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The problem with the bulk of adverts is that they cater to a mass market. The objective of mass marketing, particularly in the case of mobile applications and social media ads, is to maximize viewership and to expand the reach of the advertisement. Although the viewership rates of these ads are projected after plotting the demographics of potential customers, they may not be able to achieve the expected In app advertising revenue.

The dynamics of the industry have evolved enough that, today, there are advertising networks available which can help you in achieving the viewership—and the revenues—you desire. While some social networks can also help you attain your goals, a proper ad network can give you the best return on your investment. However, while choosing an ad network, it is not just important to select one that fits in with your budgeting requirements and your advertising needs. The most crucial decision is whether the ad network will be able to cater to the audience you are targeting with your advertising efforts. This is one of the root causes of why a typical ad may not make much money.

• Dependency On A Single Ad Network

Depending too much on one ad network can result in trouble for your company because the demographic segments of the market they cater to may be similar to those of your target audience, although they may be dissimilar with regards to preferences, geographic location, or in terms of ideas and beliefs. Moreover, limiting yourself to one advertising medium or network can restrict your access to the market. Thus, limited exposure to the market may result in a reduced payout for the business.
Ad placement can also make a huge difference in your revenues. Pop-up ads have become largely unpopular, and pop-up blocking software has become an important factor in the lack of effectiveness of ads. Similarly, an hour’s advertising on online platforms during peak hours can yield better results as compared to advertising for months during non-peak hours. It is therefore ideal that you choose a platform based not just on its relevance, but also on the amount and type of traffic it receives.

• Failure To Account For Competition

Another mistake that businesses often make which results in reduced revenues is the failure to take competitors’ ads into consideration while planning their advertising campaigns.

Whereas many companies conduct extensive market research while developing their own ads, they neglect to factor in the platforms and the keywords their competitors may be using, thereby ending up with the same results—reduced ad revenue.

Automated Mediation—A Workable Solution For Underpaying Ads
To prevent your ad revenue from declining due to these reasons, an effective solution is to adopt automated mediation. This process allows for the integration of an ad or an app with several ad networks, using an algorithm to pick out the best ads for your company. It uses the fill rate to measure how effective your ads are, which in turn helps you earn more. Other metrics are also used to help determine exactly what you’re looking for in your ads and select an ad network that fits best with your needs.

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Though In-App Purchases and Pay-to-Play seem to be the best option for any company to make money, these are considered as the least favorite amongst users. Thus, most of the new applications and games are initially released as free and if the customer likes the application then they can buy the paid version which offers more features.
Considering the fact that many mobile games are coming free, most of them rely on making money by placing ads in between the game. At the same time, the revenues of agencies which deal with mobile related advertisements have shown an upward trend which suggests that there are more opportunities available now as compared to the past. However, it is not that simple and the developers have to come up with clever ideas to earn money with ads.
First of all, the aim should be to increase the customer base. Though it is evident that users rarely spend money on an application, advertisements allow developers to cash in the money from their free rider customers. The bigger the customer base, the better will be the chances of generating revenue from ads.
The first step in introducing ads in game is to contact well known partners in this field. After this, comes the integration of ad networks into game coding. Next comes, fill rate which is a very critical step regarding the money a company will make from running ads on their games. Fill rate basically refers to the ratio between the number of times an ad was requested to the number of times the network was successful in providing it. Thus, higher the ratio, higher will be the monetary return from ads.
Another important factor to consider is the clickthrough rate. This generally refers to the ratio between players who clicked ads and those who just saw it. Ad networks have a higher payout for clicked ads. Therefore, having the right ad will result in higher profits. It is safe to say that the more relevant the ad is to the game and user, the more clicks it will generate. Furthermore, the audience of the ad should be kept in mind. It is obvious that if the ad and game are correlated then the audience will be satisfied with both.]]>

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• Firstly, there are numerous apps out there but successful apps are those which generate both organic and non-organic sources of customers. If a person downloads an app while surfing the app store then this is an organic install. These can also originate from within app recommendations which are dependent on factors such as the title, rating, and reviews of the former app. On the other hand, non-organic installs originate from promotions made outside the app store with mediums like SMS, emails, etc. The success of an app depends on a mix of both organic and non-organic installs because the basic theme is to increase the customer base.
• App install advertising can be categorized into four categories. If an ad gives you monetary reward every time a customer clicks on the ad then it is called Cost per Click (CPC). The main advantage of such a model is that the developers can use A/B testing to analyze the engagement of users. Second most commonly used model is Cost per Thousand (CPM). In CPM, there is a fixed price against every 1,000 impressions. A similar model determines the cost per every install. Such a model is called Cost per Impression (CPI) and it generally has lower risk as compared to other models. The last business model is Cost per Action (CPA). The CPA has a fixed price against in-app action which is defined by the advertiser.
• Facebook and Twitter can provide huge database about audiences. Furthermore, you can use their in-depth demographic information to specify your target market. On the other hand, if you have a big budget for marketing, then you should consider YouTube as an option. If you have a video preview of the app then by using YouTube TrueView Ads you can engage a huge audience.
• In order to maximize the app reach, you can add other ad networks in your app. However, finding the right networks can be a tough job and the developers must do extensive market research before deciding the networks they will be working with. Such market research may include reaching out to businesses which have a similar customer base, deciding company goals and how a particular ad network may assist in achieving those goals.
• It is very important that you utilize the information gathered from the apps or from other ad networks. Using attribution analytics can deliver you the app installation source. Contrary to that, advertising analytics deal with the actions of the customer after the app was successfully installed. To be successful in the marketing campaigns, the marketers must make a smart decision based on the data at hand.

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