MintegralWhat's the Ad Format Rewarding Apps With a 47x Higher eCPM?
Summary
Mintegral and Insightrackr's H1 2025 analysis of non-gaming app monetization reveals that rewarded video ads are the most profitable format, achieving 47x higher eCPMs than banner ads. Interstitial video ads also perform well at 11x banners. iOS dominates monetization, with Entertainment apps reaching 7.1x and Business & Finance 3.7x the non-gaming eCPM baseline.
On Android, e-commerce leads at 2.4x baseline, followed by Business & Finance (1.4x). Regionally, North America delivers the highest returns, with Lifestyle apps outperforming APAC by over 12x. APAC leads globally in e-commerce eCPMs at 5x Europe.
Latin America emerges as a strong market, with e-commerce rewarded video eCPM reaching $8.20, the highest among non-gaming categories in the region. The analysis emphasizes that choosing ad formats is critical for IAA strategies. Actionable takeaways include investing in rewarded and interstitial video ads, targeting high-performing categories like Entertainment and Finance on iOS, and focusing on regional strengths such as e-commerce in APAC and LATAM.
Mintegral's in-app bidding and creative tools (Playturbo) help optimize ad value and user experience.
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