Soomla: the amount of advertising LTV depends, among other things, on the brand and model of the smartphone
The marketing company Soomla told how much the value of the advertising LTV jumps depending on the region, advertising network, OS version, as well as the brand and model of the mobile device.
The Israeli startup disclosed the information as part of the Ad LTV Benchmarks Report. It is based on data for the fourth quarter of 2018. The cover of the report says that it focuses on hyper-casual and advertising-earning games. However, there is not a word about this in the research methodology itself.
Research results
The main metric of the report is D7 Ad LTV. We are talking about the amount generated by the application from the average user exclusively on advertising for the first seven days from the moment of installation.
The highest D7 Ad LTV is expected in the USA, where it reaches 60.4 cents on Android systems. Australia is doing very well, where it reaches 37 cents on both platforms. Russia shows very weak indicators — around 6-7 cents.
D7 Ad LTV by country
What the advertising LTV will be depends heavily on the channels through which users were attracted.
The highest D7 Ad LTV on Android in the States is shown by users attracted by the advertising networks Vungle and Fyber.
D7 Ad LTV by traffic source (Android, USA)
At the same time, Google and Applovin demonstrate the best advertising LTV on iOS.
D7 Ad LTV by traffic source (iOS, USA)
Advertising revenue varies greatly depending on the brand of the device.
According to Soomla, among all Android brands, Alcatel shows the largest D7 Ad LTV on average – more than 70 cents.
D7 Ad LTV by smartphone brand (Android, USA)
The situation also strongly depends on the device model.
For example, three years ago Samsung SM-S327VL (known as Galaxy J3 Luna Pro) shows a record D7 Ad LTV of 84 cents. At the same time, the updated Galaxy J3 model from last year (SM-J337A) shows only 24.8 cents. A similar situation — with a large spread of D7 Ad LTV within the model range — is true for all Android brands. From LG to Motorola. What causes such a difference, Soomla does not explain.
The value of D7 Ad LTV strictly depends on the Android version. The newer the system, the more revenue from advertising.
D7 Ad LTV by OS version (Android, USA)
The latter dependence is also true for Apple devices.
The largest D7 Ad LTV is shown by gadgets updated to the 12th version of iOS.
D7 Ad LTV by OS version (iOS, USA)
However, there are no big discrepancies in the D7 Ad LTV between the smartphones of the “apple” company.
In the United States, weekly advertising revenue on all devices on average hovers around the 55 cents mark.
Research methodology
To prepare the report, Soomla collected data worldwide from October to December 2018. In total, 10 billion ad views were counted within 500 applications. The scope of the study is 150 million people.
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