Liftoff & Vungle: Playables is the most cost-effective Ad format in Games
CPI is good, but something (return on spending, for example) is missing.
The information was collected based on 805B of impressions, 12.6B of clicks, and 200M of installs.
The average CPI in Playables is $1.98. It’s the lowest across all ad formats.
The average CPI of banner ads is $2.82. Interstitial - $4.26, video ads - $4.67, native - $5.22.
The average CPI on iOS is 30-90% higher than the market average. On Android, the opposite, lower by 20-50%.
The best ROAS by both D7 and D30 banner ads is showing - 11.11% and 21.95% respectively. Playables, despite the low CPI, show the worst ROAS - 6.48% for D7 and 15.66% for D30.
Only 4% of casual games ads motivate users to install the game.