Hybrid Monetization Trends

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* 1. First Name

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* 2. Last Name

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* 3. Job Title

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* 4. Company

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* 5. Company Sector

Games Developer

Games Publisher

Ad Network, SSP, or DSP

Ad Creative or Ad Tech Tools

Other (please specify)

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* 6. Country

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* 7. Email

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* 8. How has the revenue mix of In-App Ad (IAA) revenue versus In-App Purchases (IAP) changed in the past year for your company?

IAPs have increased its revenue share from last year compared to IAA monetization

IAA monetization has increased its revenue share from last year compared to IAPs

The revenue mix has stayed about the same

I don’t know

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* 9. Do you think your revenue mix (IAA vs. IAPs) will change in the next 12 months?

IAA will still be bigger that IAPs

IAPs will still be bigger than IAA

It will be a more even split between IAA and IAP

No change

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* 10. How has the revenue mix from contextual ads (iOS users who did not consent to their identifier being tracked) versus targeted ads (iOS users who did consent) changed in the past year for your company?

Contextual ads have increased

Targeted ads have increased

Stayed about the same

I don’t know

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* 11. How has the volume of impressions served by contextual ads versus targeted ads changed in the past year for your company?

Contextual ads have increased

Targeted ads have increased

Stayed about the same

I don’t know

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* 12. Please rank the following metrics for improvement with your highest priority metric to focus on at the top.

LTV
CPM
Ad ARPDAU
Ad Impressions per DAU
Blended IAP and Ad ARPDAU
% DAU viewing at least one ad per impression per day
% DAU consenting to ATT target ads

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* 13. When considering how your company’s product, monetization, and ad monetization teams work together, please rank your biggest challenges (highest priority at the top).

Understanding cannibalisation trade offs between purchases and ad revenue
Understanding potential upsides and cannibalisation trade offs of cross promotion across your game portfolio
Planning against CPI, CPM, and LTV trends by geo
Understanding segmentation of players across both purchase monetization and ad impression capacity
Testing new ad formats that specifically cater to privacy or app store regulations
Devising new frameworks or processes that enable better cross-team collaboration
Tackling ad quality and ad placement strategy to improve player experience

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* 14. In the next six months do you plan to do any of the following? Please check all that apply.

Implement or advance your hybrid monetization strategy

Segment your monetization strategy between iOS and Android

Increase UA ad spend on in-game ads

Increase conversion on IAPs

Launch own web store for direct purchases

Drive more traffic to direct purchases (existing web store)

Monetize with non-distruptive in-game ad formats

Go direct to brands for ad campaigns or in-game sponsored live-ops

Stop using certain formats (please specify in comment box)

None of the above

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* 15. What would you say is your single biggest monetization pain point to be addressed in the next 12 months?

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* 16. Please share any additional insights into what you think are the big hybrid monetization trends over the next 12 months?

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* 17. Is it ok if we contact you to ask for more context or clarify your answers?

Yes