For Mobile App Ads, Innovative Formats Work Better

The mobile app development industry is alive and well, according to an inMobi survey from earlier in the year, and despite the roller coaster ride in advertising, it’s still the most popular way for developers to monetize their inventory. However, the average developer worldwide makes almost nothing on a single app, and only 15% have crossed the 1000 download threshhold. If this is true, why do people continue to develop apps?

We think developers can do better, but they have to use some more innovative formats.

App development is a young industry, and most of the people in it have been doing it for less than four years. Only a third of app developers have been in the industry for three years. Most of the mobile app dev firms are small, and many are making apps for other businesses, rather than trying to monetize their own apps. In fact, 47% of mobile app developers are solo-preneurs. Many of them told inMobi that they were developing apps for fun, rather than for fortune. No wonder games and entertainment constitute over 70% of the apps developed. And no wonder they are not as savvy about advertising as they need to be.

When you get up to 1-3 apps in either the Play Store or the IOS App Store, if you play your cards correctly, revenue can increase. It probably isn’t surprising to find that 42% of the respondents had 1-3 apps in the Google Play store, while only 28% had apps in IOS. In the US, we often forget that Apple is such a small piece of the global overall device market, because it has an outsized influence locally. Android is also a better place to learn how to develop an app than IOS.

Making money is the biggest issue for application developers, as it is for all web publishers. 55% of developers make $1000 per month, and monthly average mobile app revenue globally is under $6K. There’s new research that shows a decline in app downloads around the world, and the average phone user interacts daily with no more than a dozen apps.The average monthly per-app revenue is in the range of $5k to $11k depending on the platform. Windows Phone is the highest money-maker at $11.4k per month per app, although it is only used by 21% of developers. North American developers lead in both downloads and revenue over both APAC and Europe.

Advertising is the most bankable app business revenue model;  7 out of 10 app developers use mobile advertising to monetize their apps currently and 18% of them plan to use mobile advertising in future. Used correctly, it can generate good revenue, but we believe too many developers are naive about advertising and choose either the wrong ad network or the wrong ad formats.

For example, banner ads and interstitials are still preferred by app developers despite the the fact that consumers do not like them. Response to banners has gone down steadily, and interstitials are under pressure from consumers who now have the capacity to run ad blockers on mobile. Video, however, has taken off, and video advertising such as our inArticle format, works well. Our SwipeUp for mobile, an innovative new format we came up with this year, has also taken off.

If you are an app developer, it’s worth talking to a platform that knows how best to connect you with advertisers who can get you the revenue you desire.