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Navigating the Waterfall and the Importance of Position

Posted Jun 16, 2015

Advertisers often vie for better positioning, and data revealed in a recent mobile advertising report reinforces the importance of a top waterfall placement:  CTRs for a first position ad on mobile phones are 15 times higher than ads in the 7th position.


For advertisers, this illustrates the importance of working with advertising platforms that can offer strong waterfall placement and high CTRs. Reviewing a recent Digital Video Advertising Report by Business Insider and AdColony network data, AdColony mobile videos deliver a 39.45% higher CTR than industry benchmarks for video advertisements.

For publishers using advertising to monetize their apps, a higher CTR can translate into higher eCPMs and earnings, making ad network waterfall placement critical. Simply moving a partner one spot up in the waterfall can dramatically improve ad performance and drive improved eCPMs.

What eCPM range can be expected? While App Index reports a $2-3 industry average, AdColony delivers eCPMs that are several times higher. While the range may vary based on a number of factors (genre, geo, etc), it is critical for publishers to review their waterfalls and the performance of their advertising partners to maximize earnings.

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