For publishers, only allowing ads that fit your app’s intended audience and an ideal user is leaving money on the table. Traditional media has known for decades that people indulging in one level of entertainment might still have a want or need for others, and so don’t limit themselves to the same rating when showing trailers. R-rated movies get PG trailers, sports channels get movie trailers, and so on.
AdColony examined a successful 17+ rated publisher with several social casino titles, which was only displaying ads that fit the 17+ audience. After opening up a wider range of ads, the publisher saw earnings almost double.
- 31% increase in impressions and CVV’s
- Pacing for 4x earnings prior to the change
- 13% increase in impressions and CVV’s
About the Study
A successful 17+ rated publisher with several social casino titles on the AdColony exchange was only displaying ads that fit their intended audience. During an experimental period, our Publisher Growth Team partnered with the social casino team to open their app to a variety of ads.