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View Full Version : iAd fill rates, and iAd revenue for different ad types.




j-a-x
Jan 25, 2011, 06:34 PM
I wrote a free iAd supported app and it was approved by Apple on Friday evening, and I am surprised how low the fill rate is so far. I've had over 1000 downloads, most of which are in the USA. Ignoring other countries and looking at the stats for the USA only over nearly 4 full days, I see:

Requests: 1,136
Impressions: 45
Fill Rate: 3.96%

Is it normal to have a fill rate that low? I understand that my worldwide fill rate will always be low because some countries will never generate any impressions since they don't run iAds in those countries, but this is for the USA only.

Also, I can't find a comprehensive list of iAd prices on Apple's site and developer documentation. As I understand it, different types of ads will generate different amounts of revenue. An add for a $0.99 app won't generate as much per click as an ad from Nisan or the movie Tron for example.

Can anybody tell me where to find the rates that I can expect to be paid for each type of ad?

I'd appreciate it if anybody in the US could confirm whether the ads show for them or not.



dejo
Jan 26, 2011, 01:13 PM
Is it normal to have a fill rate that low?

Yes, iAd fill-rates are notoriously low. I'm not sure what their algorithm for filling is but I suspect more popular apps get higher fill-rates and also, because of the limited number of advertisers, there's only so many ads to go around. They, the advertisers, are paying CPM so they are almost certainly placing caps on impressions.

Can anybody tell me where to find the rates that I can expect to be paid for each type of ad?
Apple does not publish this information. All they tell you is that you get 60%. AFAIK, that's fairly common in the online advertising space.

j-a-x
Jan 26, 2011, 01:56 PM
Thanks for your info.

firewood
Apr 9, 2011, 12:41 PM
I've heard that ad revenue only becomes interesting if you have at least 100k app downloads or more.

dejo
Apr 9, 2011, 05:10 PM
I've heard that ad revenue only becomes interesting if you have at least 100k app downloads or more.

I guess that bodes well for me. a.k.a. just hit 500,000 downloads. :)

PhoneyDeveloper
Apr 9, 2011, 07:47 PM
Do you agree with the statement that revenue isn't interesting for an app with less than 100K downloads? Seems a little hard to believe, although maybe most downloads of free apps are only used a few times.

KarlJay
Apr 9, 2011, 08:30 PM
I guess that bodes well for me. a.k.a. just hit 500,000 downloads. :)
How long did it take to get to 500K ? and did it follow the usual spike at the start then sharp downturn?

Did your fill-rate change any as it climbed?

dejo
Apr 10, 2011, 01:38 PM
Do you agree with the statement that revenue isn't interesting for an app with less than 100K downloads? Seems a little hard to believe, although maybe most downloads of free apps are only used a few times.
I don't have enough evidence to draw a conclusion either way.

How long did it take to get to 500K ? and did it follow the usual spike at the start then sharp downturn?
It took me over two and a half years to reach 500K. It did have a pretty good spike at the start (but things were also different in the App Store two and a half years ago) but I still see 150-300 downloads per day with spikes every weekend.

Did your fill-rate change any as it climbed?
I've noticed a general trend upwards in the last couple of months but before that fill-rates were fairly constant around 30% (although Jan and Nov were noticeably lower).

dantastic
Apr 10, 2011, 02:23 PM
Hey dejo,
Aka is obviously a fun app and all but what have you done in order to give it traction?

dejo
Apr 13, 2011, 10:37 AM
Hey dejo,
Aka is obviously a fun app and all but what have you done in order to give it traction?
I, myself, have done very little to give it traction. I'm not advertising it really or do much marketing. I think it's just been able to succeed on its own, i.e. the app "has legs".

afousek
Apr 15, 2011, 07:56 AM
I, myself, have done very little to give it traction. I'm not advertising it really or do much marketing. I think it's just been able to succeed on its own, i.e. the app "has legs".

I'm curious, in general, for an app that has been downloaded as many times as yours, what type of ad revenue is possible?

dejo
Apr 15, 2011, 10:15 AM
I'm curious, in general, for an app that has been downloaded as many times as yours, what type of ad revenue is possible?
Possible? That's a pretty wide open question. Depends on a number of factors, some of which we may not even be privy to. If you're asking what kind of ad revenue I'm seeing, that's a different question. If you want to answer, you should ask the question (since I'd probably be willing to share).

afousek
Apr 15, 2011, 10:30 AM
Possible? That's a pretty wide open question. Depends on a number of factors, some of which we may not even be privy to. If you're asking what kind of ad revenue I'm seeing, that's a different question. If you want to answer, you should ask the question (since I'd probably be willing to share).

Yes, that's my question. I was just curious to know what an app (such as yours) with that many downloads would generate from ad revenue. I realize there may be numerous factors, just looking for ballpark figures.

dejo
Apr 15, 2011, 11:17 AM
Yes, that's my question. I was just curious to know what an app (such as yours) with that many downloads would generate from ad revenue. I realize there may be numerous factors, just looking for ballpark figures.
In the six months (Jan-Jun 2010) prior to integrating iAds, my average revenue (from AdMob) was $249.81. Since then I've averaged only $162.94 (this is both iAd and AdMob revenue). Clearly, integrating iAds was not a good financial move for me. However, my AdMob revenues seemed to have been trending down anyways but more in-depth analysis would required to see if there was any correlations (with, say, # of downloads).

Anyways, in response to that iAd-related turn of events, I recently integrated AdWhirl to help compensate for iAds' low fill-rate (so that AdMob ads are served when iAds fails to) but I don't have enough data yet to draw any conclusions.

Hope that helps.

PhoneyDeveloper
Apr 15, 2011, 09:40 PM
Can you speculate on how things would have gone if you'd charged $0.99 for the app?

It's difficult to implement a try-before-you-buy without either limiting the features or using ads. I'm much better at the coding side of things than sales and marketing and deciding how much to charge or what business model to use.

dejo
Apr 16, 2011, 11:01 AM
Can you speculate on how things would have gone if you'd charged $0.99 for the app?
I suspect I'd be making less money. So far, I've only discussed ad revenue but I also get revenue from my AdFree upgrade in a.k.a. That amounts to an average of $95 per month. I heard a stat that says paid apps are downloaded about 1% vs. free apps. When I examined this some time ago in regards to CraigsHarvest Lite vs. CraigsHarvest, I found that to be a reasonable supposition. So, if a.k.a. was 99, and I was only getting 1% of the 7200 average downloads per month, I'd might only be making $50 per month vs. the $258 per month average I get now from ad revenues plus upgrades.

I'm much better at the coding side of things than sales and marketing and deciding how much to charge or what business model to use.
Same here, so please take all my "analysis" with a huge grain of salt. :D

PhoneyDeveloper
Apr 16, 2011, 01:02 PM
Thanks for the reply. In some ways it seems like we're all working for Apple. They setup the appstore in a way that encourages free apps and 0.99 apps. Apps that are much more expensive than that don't have much chance unless they are great or unique in some way. App developers are now pushed to incorporate ads and go the "ad-supported/0.99 cent AdFree version" business model because it's hard for a 1.99 and up app to compete against ad-supported free. Apple doesn't allow time-limited apps on feature-limited, Lite, apps.

Apple is the one making all the money here.

KarlJay
Apr 16, 2011, 04:57 PM
Thanks for the reply. In some ways it seems like we're all working for Apple. They setup the appstore in a way that encourages free apps and 0.99 apps. Apps that are much more expensive than that don't have much chance unless they are great or unique in some way. App developers are now pushed to incorporate ads and go the "ad-supported/0.99 cent AdFree version" business model because it's hard for a 1.99 and up app to compete against ad-supported free. Apple doesn't allow time-limited apps on feature-limited, Lite, apps.

Apple is the one making all the money here.

This is true, however I developed programs many years ago that I had to market. It costs money up front. With this model you get at least two things:
1. People know where to go to get apps
2. You have a chance (somewhat slim, but still a chance) to go viral with "little or no money down"

I don't know all the rules that Apple has, time-limits, etc... But overall I think Apple and us would have the same overall goal in mind. Apple has taken hits for things like second rate cameras, stiff pricing, stiff rules... but consider something:
During one of the biggest (if not the biggest) bubble pops (housing/finance crisis) people are losing their homes in record numbers, and here comes Apple with a product that has been tried before (Palm, Tabs, PDA's ...) and hits it out of the ball park like never before!

Apple took a huge hit when they decided to have a close PC, the IBM/Clone market grew like fire and Apple held a small % of something they could have owned. MS basically took the GUI idea from Apple (maybe not directly) and made more money than GOD with it (and it sucked).

Something went right here... not perfect, just right... I've been a PC/MS guy for life, now I'm grinding on XCode and ObjC...

Even a blind man knows when the sun is shining...

Understand that this industry is an infant... What it'll be in 2 years, who knows.

Galarina
Sep 25, 2011, 05:04 AM
I published the iAd stats for my PhotoMeta iPad app in my latest blog post (http://www.galarina.eu/blog/).

Chris.

jessebwilliams
Oct 13, 2011, 05:57 PM
I read your chat with great interest. You mentionned that you still get from 150 to 300 downloads a day and then you your average revenue for 6 months was 150$ or so. I could not figured out if you made 150$ for 6 months which is for about 45 000 downloads or was 150$ per week or month?

Thanks so much




Yes, iAd fill-rates are notoriously low. I'm not sure what their algorithm for filling is but I suspect more popular apps get higher fill-rates and also, because of the limited number of advertisers, there's only so many ads to go around. They, the advertisers, are paying CPM so they are almost certainly placing caps on impressions.


Apple does not publish this information. All they tell you is that you get 60%. AFAIK, that's fairly common in the online advertising space.

dejo
Oct 14, 2011, 09:03 AM
I read your chat with great interest. You mentionned that you still get from 150 to 300 downloads a day and then you your average revenue for 6 months was 150$ or so. I could not figured out if you made 150$ for 6 months which is for about 45 000 downloads or was 150$ per week or month?

Thanks so much

I was talking "per month". So when I said "I've averaged only $162.94", I meant "over that period, I averaged $162.94 in ad revenue each month". Hope that helps.

jessebwilliams
Oct 17, 2011, 10:13 AM
I was talking "per month". So when I said "I've averaged only $162.94", I meant "over that period, I averaged $162.94 in ad revenue each month". Hope that helps.

Thank you for the precision.

For your point of view, what is the best strategy to generate revenues when putting a new App on the market?
Is offering the App for free (using iAd or others) and with In App purchases ($ 0.99 add free) the best way to generate maximum revenues?
Do you know of any sites where I could find lots of information about current marketing strategy and revenue models for APP?

thank you

dejo
Oct 17, 2011, 07:13 PM
For your point of view, what is the best strategy to generate revenues when putting a new App on the market?
Is offering the App for free (using iAd or others) and with In App purchases ($ 0.99 add free) the best way to generate maximum revenues?
Best answer I can give you: It depends on the app and its audience.

Do you know of any sites where I could find lots of information about current marketing strategy and revenue models for APP?
I'm not aware of any with lots of information.

If your main goal is to make money, your chances are slim you will. If your main goal is to make apps that appeal to many people, making money from that may be a lucky side-effect.

jessebwilliams
Oct 19, 2011, 02:30 PM
1- Does anyone use Adwhirl ? Does it generate more revenue that just iAd alone ?


2- I know Adwhirl allows you to run InHouse Ad. Is it the same for Iad ?


3- Beside Adwhirl, which other software allows you to use iAd and Admob to complete each other?

thanks

lhyx1990
Oct 21, 2011, 11:19 PM
1- Does anyone use Adwhirl ? Does it generate more revenue that just iAd alone ?


2- I know Adwhirl allows you to run InHouse Ad. Is it the same for Iad ?


3- Beside Adwhirl, which other software allows you to use iAd and Admob to complete each other?

thanks

1- of course it does!! since iAd only support a few countries with low fill rate
2- inhouse ad is not available for iad
3- you can code by ur self (a common approach is to request iad first, then request admob when failed )

here is my stats in the first 4 hours today:

Name Type Status Revenue Requests eCPM Fill Rate RPM
Account Total: $18.95 25,833 $0.74 99.64% $0.73
Let's Spot It! HD Lite
$12.16 12,824 $0.95 99.30% $0.95
Let's Spot It!
$6.79 13,009 $0.52 99.98% $0.52

i can feel the number is growing. my total revenue is $100+ yesterday, but only $2 for iAd, and 50 sales for my iPad full version ($0.99 price)

MobileSlinger
Oct 28, 2011, 04:32 AM
I was talking "per month". So when I said "I've averaged only $162.94", I meant "over that period, I averaged $162.94 in ad revenue each month". Hope that helps.

Quick question: I'm having a hard time getting a clear answer about what is actually earned off iAd, as we recently just went live a few days ago. I know its impressions filled and clicks on ads. But its unclear in the FAQ what field represents the clicks. Is the eCPM = clicks or something I have to formulate? In iTunes connect under iAd network, there are these fields:
1. Revenue $
2. eCPM $
3. Request #
4. Impressions #
5. Fill Rates %
6. CTR %

Is the total income earned from iAd for a given day # 1. Revenue and apple has added all the impressions and clicks to give you the total and thats both in this field (Your total profit)?
or do I combine # 1. Revenue = Impressions & 2. eCPM = Clicks to combine to get total earned profit?

Thanks

ArtOfWarfare
Oct 28, 2011, 06:17 AM
Your revenue is your revenue.

(impressions / 1000) * eCPM = revenue.

eCPM is based off of how much advertisers give to Apple to finance their ads. There's no way for you to control what it will be.

In all the numbers that you see, Apple has already taken their 40% cut.

The other numbers are:

requests: The number of times your app has contacted the iAd server and requested an ad.
impressions: The number of times your app the iAd server has given your app an ad.
fill rate = (impressions / requests) * 100%
CTR - click through rate: (clicks / impressions) * 100%.

dejo
Oct 28, 2011, 10:05 AM
Oh, ArtOfWarfare. Here we go again.

Your revenue is your revenue.

This part you have correct! And it's the scary "black box" in the whole picture. You don't know much about this value, just that Apple makes revenue from serving ads and keeps 40% of it. You get the remaining 60%. This is your revenue.

(impressions / 1000) * eCPM = revenue.
While technically correct, revenue is rarely calculated based on eCPM. Instead, it's the other way around. Given the two "source" inputs of impressions and revenue:
eCPM = (revenue impressions) x 1000

eCPM is based off of how much advertisers give to Apple to finance their ads. There's no way for you to control what it will be.
Replace eCPM with revenue and you've got it right.

So, why is eCPM important? Mostly, it is used as a benchmark to gauge the effectiveness of your publishing ads. If you get a certain eCPM with iAds and another ad server can guarantee a higher eCPM, you might want to consider switching.

And if you wonder how I know so much (which is still very little, overall) about this, my wife works in Ad Ops and so I can consult with her for clarification. Hope that helps.

MobileSlinger
Oct 28, 2011, 02:33 PM
Ah got it. Thank you ArtofWarfare & dejo. Wow, I went way off course with projections as I was originally told and had read in other post that left me with the understanding that you got a fixed amount from Apple. Something like 1 cent for each ad impression and $2.00 for each click on the banner that severed up an ad and then they would take out the 40%. So what I'm really understanding is the revenue field is your only profit and its the formula you guys gave in your examples and there is no way for anyone to ever figure it out as its a moving target based on what Apple has negotiated with the current company placing the ad. Like everyone else in all these posts, I was trying to figure out if my app got to a certain point and has X number of impression each month and average % of click throughs what my target would be in downloads/impression for the app to reach a income of $1000. The closest i can come so far with a few days of data is really at the end of the day its about just slightly more then 1 cent (.0126) for every ad impression and average click through traffic. So the best and simplest formula I can guess to use is 1 cent (.o1 * 100,000 impressions = $1000 to reach that goal. Seeing as how its a moving unknown target anyway. Then adjust the 1 cent up or down depending on the iAd trend for paying developers. So after going back and reading your comments from the last year it might be time for a new strategy. Thanks guys.

jessebwilliams
Nov 7, 2011, 09:50 AM
When I put my own ADS on adWhirl, does it support only Ads that lead to other APP. Can I put an ADS that would lead to iTunes? To a specific song for people to buy....
thanks a lot jesse