Video Ads Generate the Most Installs Per Impression for Casual Game Marketers, and the Highest Return On Ad Spend, MOLOCO Report Finds
Summary
On average, video boasted a $104.48 CPP and a 16.96 percent 30-day ROAS, compared to native and static interstitials, which came in at nearly ten times the cost per payer. While video ads are a top performer on the MOLOCO platform, our report shows that each of the four major formats are viable growth tools for casual game marketers. The report leveraged data from campaigns with a similar Cost Per Acquisition goal — driving first-time purchases — which allowed it to provide realistic ROAS benchmarks per format. Programmatic traffic providers have historically offered benchmarks for top-of-funnel metrics such as Cost Per Install, but MOLOCO is the first to openly share data related to its ability to drive incremental revenue for its partners. In a $68.5 billion industry that’s grown ten percent in the last year alone, these insights could help mobile marketers deliver on their games’ full potential.