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A survey of mobile publishers worldwide—most of them focused on gaming apps—found that rewarded video ads are the most effective way to generate revenue.
In the March 2017 AdColony survey, rewarded video ads—which are ads that give users rewards, generally in the form of credit for games being played in apps—were rated the most effective way to monetize apps. Rewarded video outranked not only other ad formats, but also non-advertising tactics like in-app purchases and subscriptions.
Interestingly, the AdColony survey also found publishers feel that rewarded video ads offer the best user experience. Fully 87% of respondents rated rewarded video ads as a positive user experience. No other ad type came close, according to the study.
The survey group was games-oriented: Some 82% of the publishers were games-only mobile app developers.
eMarketer estimates there are 202.7 million mobile smartphone app users in the US, representing 97% of all smartphone users. Meanwhile, eMarketer estimates there are 163.3 million smartphone gamers in the US, representing about three-quarters of all smartphone users.
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