Real Data from iAd – Apple Works for App Developer MetaRain

iAd results for MetaRainiAd, Apple’s in-app mobile advertising platform has been a laggard compare to competitive products from Google and Facebook. But it appears they are starting to figure out some key aspects to create advertiser success.

The biggest adjustment to date has been the reduction of an advertiser’s minimum spend from $1M to just $50. That makes the service a viable option for smaller (and let’s face it medium) advertisers.

One iAd clients, the app developer MetaRain, makers of the photo discovery app Colorbay, blogged about their experience last week. Here is what they gained from the program:

–       Initially, Apple’s targeting options got MetaRain’s attention, allowing it to target users by age, gender, and previous app purchases. For their campaign, they focused on users who had previously downloaded Photo & Video and Social Networking apps.

–       $50 was all the company dedicated to the campaign, expecting to spend $10 daily for 5 days.

–       With the criteria set that MetaRain chose, the campaign only used $24.39 of the $50 budget. Not enough people fit the qualifications.

But the results were far above expectations:

–       The $24.39 purchased 966,648 impressions for a CPM of $0.03. The ads had a click through rate of 0.18%, and resulted in 25 downloads of the app. Translated, that’s less than $1.00 per download.

–       Of the ads that were served, people tapped on them 1,702 times, and downloaded the app 25 times. This means MetaRain spent a little more than $0.01 for every click it got from the campaign, and $0.98 for every download.

MetaRain summaries its experience with “iAd is now something feasible. We think that they are heading in the right direction and may also be a good platform to integrate with.”

At those cost points, iAd may have a place for small app developers rather than the megabrands it originally targeted. What’s your experience?


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Comments

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