We offered our observations in partnership with Singular for their Q3 2024 Quarterly Trends Report. With this much anticipated industry publication, RevX joined app marketing and measurement experts to share exclusive data from our proprietary platform. Results come from from both gaming and non-gaming mobile advertising campaigns running on iOS and Android.
RevX’s submission to the report, ‘Open and Conversion Rate by Ad Format and App Category’ will inform your ad creative strategy for efficient and meaningful outcomes, whether you are slinging a new Match 3 game on video or re-engaging Q-commerce customers for last minute holiday dinner party additions through interstitials, and beyond.
After reviewing the datasets and charts below, we invite you to download your copy of Singular’s Q3 2024 Quarterly Trends Report.
With this report, access contemporary metrics, relevant trends, and deep knowledge sharing from Singular and partners, gleaned from trillions of analyzed ad impressions, and billions of clicks and app installs across the latest global app campaigns.
Report Insights such as:
- Web versus in-app ad spend and Current ATT opt-in rates from Singular
- How ad personalization can boost revenue via Mobile Growth Association
- Buffering against holiday ad price spikes in User Acquisition (UA) by Digital Turbine
- Narrowing creative winners through iteration over A/B testing via Shamsco
Top Performing Ad Formats by App Category
Every app marketer knows to maximize mobile app engagement and conversions, choosing the right ad formats and creative strategies are an imperative piece of the progammatic puzzle. Using Q3 2024 data from our transparent DSP’s deep machine learning, RevX highlights which ad formats performed best across gaming and non-gaming app categories in programmatic user acquisition (UA) and retargeting (RT) campaigns.
By analyzing campaign metrics of best performing ad formats on both iOS and Android across multiple verticals, we saw that impressions, app open rates (OR), in-app purchases (IAP), and subscriptions from high-quality, well-targeted ad creatives significantly impacted both customer acquisition costs (CAC) and post-click performance.
In gaming, video ads emerged as a top performer, driving strong conversion rates (CR) in popular genres like action and casual games, while display ads proved effective also for action and role-playing game (RPG) categories, indicating their enduring value alongside video. They are also a cost effective choice to balance budgets without losing hybrid-ad potential and branding presence.
When looking at non-gaming categories, such as shopping and dating, display and native ads performed best, while sectors like fintech and travel show promising results from video ads in driving conversions. This could be largely due to a more universal choice or influence, e.g. saving for a home, wanting to travel to visit loved ones for a holiday, while the former rooted in personal tastes and regional nuances such as climate, demographics, and culture.
For mCommerce apps, product feed and Dynamic Creative Optimization (DCO) ads stood out; real-time relevance traits of these ad formats offered up to a 40% boost in purchase rates.
While the results show a varied ad format ecosystem, new devices, increased connectivity, and global shifts in behavior and economics will surely impact the next wave and quarters of trends.
Work with your trusted partners to keep these tactics top of mind in your next campaigns.
- High Relevancy and Personalization: Improve conversation rates by incorporating user-level data (products added to cart and/or wish lists, themes or last level played)
- Dynamic Creative Optimization (DCO): Use DCO to automatically adapt creatives to different users in real-time based on user-level insights.
- A/B Testing and Iteration: Keep a minimum of 3-4 localized creative themes live to find your champion. When this shows consistent higher metrics, iterate and expand the top performer while swapping out the underperforming versions.
Download your copy of the Q3 2024 Quarterly Trends Report for more tips and industry benchmarks.
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Lauren Heineck
