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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.

AdColony_Chart_CTR-by-position.001

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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