User Churn in Mobile Apps: Advertiser Blacklisting Benchmarks by SOOMLA

TEL AVIV, Israel, January 9, 2019 /PRNewswire/ --

SOOMLA, an innovator in mobile ad measurement, released today its Q1 2019: User Churn in Mobile Apps: Advertiser Blacklisting Benchmarks, giving an in-depth look at the topic of blacklisting certain advertisers in highly competitive game app categories. Furthermore, the report suggests practical method to evaluate if advertising yield is high enough to justify the loss associated with user churned in different situations.

The app economy has seen a major shift in its revenue sources in the last 2 years and more and more companies are relying heavily on in-app advertising as a strategy. Companies who also have significant IAP revenue are introducing ads in a very conservative way and are often blocking entire categories or wide lists of apps based on gut feeling.

This report investigates churn by certain advertisers and app categories and suggests applying a more data driven approach to the subject. More specifically, we looked at user churn patterns in Match-3, Word and Bubble games, and how ads placed within them, affected how many users they churn.

By diving into what apps are being advertised, the report aims to give app publishers the tools needed to decide which advertisers to allow, which to block and finally, which can generate more revenue for them despite causing users to churn.

Key Report Insights:

• Contrary to popular belief - the predatory advertiser is not necessarily your app's competitor.
• Specific advertised apps can cause churn of up to 8 users per 1,000 ads shown. Some apps can cause 20x higher churn compared to apps on the other end of the spectrum.
• The negative impact of the churn might be worth it if that app is paying a premium. Some advertised apps yield over $300 for each user lost.
• Deciding to completely block advertisers within the same category as your app is not a good strategy as the churn yield and user churn vary highly between apps within the same category.

About SOOMLA

Founded in 2012, SOOMLA is a market leader in monetization measurement. Its technology gives mobile app publishers insight into the revenue they are making from advertising as well as critical visibility into what ads are placed in their app. The platform makes these insights accessible to customers specifically by tracking revenue per user, per segment, per cohort and per traffic source. SOOMLA is used by 6 of the top 25 game publishers to make better monetization decisions. For more information, visit SOOMLA.

SOURCE SOOMLA