[Case Study] Strategic Ad Placements in Valentine’s Day App Maximized Revenue Potential

February 14, 2012 |  Posted By : Laura  In : Case Study, Developer Community

The Valentine’s Day app, from MagicSolver, is a seasonal app that focuses on ideas, tips, and tools for couples–and singles–on Valentine’s Day. But the interesting part of this app is that since the special day always falls on the 14th of February, it features 14 free apps to surprise your Valentine, or if you’re single, apps to find your date in 14 days!

With only 2 weeks for this app to thrive, MagicSolver wanted to use in-app ads to monetize their Valentine’s Day 2011 App, but the standard banner size ads of 300×50 were not effective. Insert: the Velti Mobclix Exchange…

Stats

• Total Downloads: 6 million
• Revenue from in-app advertising: 80%
• Revenue from in-app purchases: 20%
• Average CTR: 1.12%

Ad Strategy

In order to help the Valentine’s Day 2011 app get higher click-through rates, we advised MagicSolver to adjust their ad strategy with different sized banners placed in strategic spots within the app. We suggested they keep the 300×50 banner size, but also add a larger 300×250 banner size that was shown less frequently, resulting in the larger banner having a higher eCPM. To make sure there was no user backlash for implementing larger ad banners, the 300×250 unit was strategically placed after the user was rewarded, seamlessly integrating it into the overall user experience.

Outcome

With the right ad strategy of larger ad sizes & strategic ad placements, total downloads of Valentine’s Day 2011 jumped to approximately 6 million! On top of that, 80% of the revenue was accounted for by in-app advertising and the average click-through rates resulted in a 1.12% increase. With the power of the Velti Mobclix exchange, MagicSolver was able to greatly improve the performance of their in-app ads, just in time for Valentine’s Day!