Going Further in 2015: Millennial Media State of the Apps Report
Denisha Brekke is excited about 2015.
“We see a world of opportunity in 2015 — literally,” said the Partner Manager at Skout, the world’s largest network for meeting new people. “We are looking beyond our core U.S. market to seek out partners strong in regions minimally tapped. We are also taking initiatives to try on new styles of ads that will boost revenue and user experience simultaneously.”
So is Stephen Rubin, VP, Monetization at RBMedia.com/Guff.
“In 2015, Guff is striving to become the gold standard in content marketing where users enjoy consuming brands' messages,” he said.
These two have good reason to be excited, and they’re not alone in their enthusiasm. Millennial Media’s 2015 State of the Apps report revealed that developers and publishers want to take their apps further in 2015. They want to design for multiple operating systems and devices. They want to use programmatic channels. They want to grow their user bases, and they want to do it outside their home territories.
Here are a few key findings from our survey of more than 400 of the developers and publishers on our platform:
- Developers located in the Americas received 62% of their impressions from their home region, the highest of the three regions observed in this report.
- APAC developers saw 59% of their impressions from their home region.
- EMEA developers saw 49% of their impressions come from their home region, trailing slightly behind the 50% of impressions that came from the Americas.
ADOPTING INNOVATIVE AD UNITS
Developers want to innovate in terms of what kind of ad units they’re running. 91% of our developers and publishers still use banner ads, but the possibilities beyond that traditional format are enticing.
“In 2015, we’re focusing on building new quality mobile game experiences and de-emphasizing banners in favor of more high quality full-screen interstitials and video ads,” said Eric Von Coelln, VP of Game Optimization and Monetization at Fresh Planet, a social gaming company. “While the move to RTB has increased our overall revenues with more fill, we’re committed to driving a balance that favors high-quality brand ads over game-driven app install advertising.”
Fresh Planet’s use of innovation on two fronts (programmatic and breakthrough creative) is a tough combo to beat.
Joy Montoya, Senior Director of Monetization and Publishing at textPlus, is similarly bullish on video ads.
“Flexible native ad solutions and high-quality video help us provide a seamless monetization experience, enabling us to deliver mobile telecom services with little to no out-of-pocket costs to our users,” she said. “textPlus will continue to balance user experience, monetization, and innovation.”
Montoya’s mention of native ads raises another insight from our State of the Apps report: native is an increasingly important part of what we do. In 2014, 16% of developers and publishers on our platform supported native ads. We expect to see that number rise in the future as more publishers find the UX sweet spot for this attractive ad unit.
“This year we’ll continue to refine our native advertising products to provide the best possible customer experience,” said Olivier Rozay, VP of Business Development and Monetization at Pinger. “We also plan to further develop our video capabilities.”
Rubin expressed similar ambitions for RBMedia.com/Guff.
“Our product focus will be custom and standard native, video, interstitials and rich media banners,” he said. “We want every ad served on Guff to be highly engaging and all the content to tie in with the ads and the users' interests.”
THE GLOBAL APP ECONOMY
Our developer and publisher partners are located all around the world, and where they see their impressions is just as varied:
- EMEA developers saw 58% of their impressions come from their home region, the highest of the three regions observed in this report.
- Developers located in the Americas received 48% of their impressions from their home region.
- APAC developers saw 40% of their impressions from APAC users, just barely edging out the 39% of impressions that came from the Americas.
Information about operating systems, company size, app category preferences and more is available in Millennial Media’s 2015 State of the Apps report. Here are few select highlights:
- Other leading goals for developers in 2015 include developing new applications (48%) and improving discovery and/or downloads (29%).
- 88% of developers and publishers currently develop on their own or for a smaller organization (nine employees or smaller).
- Currently, 39% of developers have five or more apps, and this is expected to grow to 56% in 2015.
I hope you’ll take the time to download the entire report and read up on what some of the best minds in the business are thinking about this year. It’s a great time to be in mobile.
More from Matt Gillis
Millennial Media is the leading mobile ad marketplace, making mobile simple for the world’s top brands, app developers, and mobile web publishers. The company's data and technology assets enable advertisers to connect with target audiences at scale, while driving monetization for publisher and developer partners. AOL acquired Millennial Media on October 23, 2015. Millennial Media boosts AOL's global, mobile capabilities and scale across ONE by AOL for advertisers and agencies, and offers the most attractive monetization platform for app developers.