Pixalate recently released the top "trending" mobile apps from April 2018 in the United States based on display advertising. These lists highlight the top apps in terms of raw programmatic ad volume; they don’t necessarily represent the “best” apps in terms of brand safety, user engagement, or even reach.
The Share of Voice rankings do, however, drive home the fundamental fact that the mobile app world is still opaque, and that perception can be quite different from reality when it comes to the apps you think are most popular versus those that receive the most (programmatic) advertising. Knowing where the majority of programmatic ads are delivered across apps and devices is one step in clarifying the app advertising ecosystem and smarter inventory selection.
Below you’ll find the individual lists of the top 10 trending apps for both iOS and Android smartphones and tablets based on programmatic video ad volume. You can download the full list of top 30 apps here:
Trending iOS smartphones apps: Video advertising, April 2018
According to Pixalate’s data, The Weather Channel: Forecast was the top trending app for programmatic video advertising on iOS smartphones last month.
Trending iOS tablet apps: Video advertising, April 2018
According to Pixalate’s data, Magic Jigsaw Puzzle was the top trending app for programmatic video advertising on iOS tablets last month.
Trending Android smartphone apps: Video advertising, April 2018
According to Pixalate’s data, Sudoku was the top trending app for programmatic video advertising on Android smartphones last month, closely followed by Word Connect.
Trending Android tablet apps: Video advertising, April 2018
According to Pixalate’s data, Word Connect was the top trending apps for programmatic video advertising on Android tablets in April 2018.
Do brands really know where their mobile app ad dollars are going?
While many of the apps found on these top 10 lists are not surprising, there are several that are not well known. Of course, an app doesn’t need to be widely known to be worth advertising on, but when apps are among the top apps in terms of advertising volume — but perhaps not a household name — it’s worth investigating.
Perhaps the apps are overloading their pages with ads, which creates a bad user experience. (Some of the above apps are guilty of this.) Perhaps the apps generate a lot of available inventory but don’t delivery high viewability rates (some of the above apps are guilty of this, too).
Ultimately, brands need to look at where the majority of their mobile app advertisements are going and determine whether or not those are the apps they really want to be seen on. Are the apps brand safe for your goals? Do you know what the user experience is like on the apps you are advertising on the most?
The above apps show the top apps in terms of raw programmatic display ad volume, so we know advertisers are active in these applications. But for several of these apps — and to be clear, not all — the end user experience is lacking, which suggests that advertisers still need to take a closer look at where their mobile app ad spend is truly going.
Methodology and Disclaimer
Pixalate examined mobile in-app video advertisements sold via programmatic channels throughout April 2018 for this study. The data is based on activity within apps that engage in programmatic advertising in the open marketplace. Invalid Traffic (IVT) — including General Invalid Traffic (GIVT) and Sophisticated Invalid Traffic (SIVT) — were removed prior to ranking the apps. Each app's "Share of Voice" is determined based on programmatic video ad volume as measured by Pixalate. The data contained herein is based solely on Pixalate's Share of Voice analysis of programmatic advertising impressions in April 2018, and any reference to "top" or "trending" apps refers solely to an app's Share of Voice of programmatic advertising impressions.
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