I have now completed my 30 day of data gathering from Airpush!
YOU WILL NOTICE THAT THE DATA FOR APP 1 HAS CHANGED. As I evaluated the data I forgot to take into account the drop in ECPMs across the industry, and so the original app1 (with banners and interstitials) cannot be effectively compared to app2 (with Airpush) as they are from very different dates (almost 1 year apart). I have a relatively new app to replace app1 which still uses Banner Ads (Admob 80%, AppBrain 20%) and AppBrain’s Interstitial AppWall (called upon app1’s exit).
To re-cap:
I released my first app with Airpush just over 30 days ago and wanted to see if there was/how much benefit over using traditional banners and interstitials.
Before scrolling down to the data please read the following:
This data is effective as a rough comparison between said ad types only, since each app has different user types, user retention, geographical traffic and so forth.
I compare two apps from the “Music and Audio” category on the Play Store (no to other markets), one using Banner Ads (Admob 80%, 20% AppBrain, 45 sec refresh) and AppBrain’s Interstitial AppWall (called upon app1’s exit), the other using Airpush’s Push Ads, Icon ads and SmartWall (2-3 Push Ads per day, 5 Icons per month, SmartWall upon app exit). Both apps have similar download figures in their first 30 days on the Play Store, with similar user retention rates (about 50%) and are downloaded in similar countries (U.S, U.K, E.U, Asia being main ones).
I am not linking to apps as competition is enough as it is (I’m sure you all know what I mean!). I compare the EPU (Earnings Per User) between the two apps as [Daily earnings / Daily downloads]. Obviously I am earning revenue from my active users on each app too, but it is much harder to calculate that given the data Ad Networks provide. If I calculated it using the total active installs for a given day, I would be including many users that did not contribute to the revenue earning for that day, which would produce a graph where the data would decrease.
Here is the Graph:
Here is the Data:
[i]As you can clearly see here, the EPU for app2 is between 3x-8x higher than app1. I have been quite aggressive with the ad’s unit’s frequencies, so even a less aggressive approach (maybe 1 push a day, 3 icons per month, SmartWall upon Exit) would still produce good results!
The EPU actually rises with Airpush too, meaning that the user base for app1 is being monetised effectively, whereas app2’s user base is not being monetised effectively. I don’t monitor user engagement for the apps, so it is possible that there is more engagement with app2 than app1, although I don’t believe it is responsible for the amount of difference you can see here.
I am very pleased with the results I’ve had from Airpush and am pleased with a solid $3.36 ECPM.
I have used Admob and AppBrain for a long time. Banner Ads ECPM’s used to be competitive, but I’m seeing an average ECPM of $0.4 with Admob this year, and just $0.1 with AppBrain’s banners. AppBrain’s Interstitial’s aren’t measureable unfortunately, although they seem to be doing OK.
Please let me know if you have any queries or if you think there is a mistake in the data.[/i]