Liftoff(Vungle)Maximizing Conversions and ROI: Key Insights from Liftoff’s Non-Gaming Ad Monetization Trends Report
Summary
The article highlights a shift in non-gaming apps from subscription-only models to incorporating in-app advertising (IAA) to combat subscriber fatigue and monetize the 90% of users who prefer free experiences. Sensor Tower projects non-gaming apps will surpass mobile games in revenue share by 2026. Key strategies include rewarded ads (e.g., VPN expanded bandwidth, fitness features), triple-page ads combining video, static, and playable formats (up to 10% improvement in install performance), and integrating gaming ads (benefiting from mature ad strategies).
Data from Vungle Exchange shows 116% ad revenue growth for non-gaming publishers (Sept 2023-Oct 2024). Emerging markets like Mexico and the Philippines saw over 200% revenue growth, with competitive eCPMs. New ad placements—app open ads (8x eCPM vs.
static native ads) and in-line ads (2x eCPM)—minimize disruption while boosting revenue. Case studies: Audiomack saw 50% RPR increase with app open ads; Moovit achieved 17.8% eCPM lift and 18.4% revenue uplift. Actionable takeaways: diversify ad formats, leverage rewarded and gaming ads, explore emerging markets, and adopt high-eCPM placements like app open and in-line ads.
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