Remember when users had to stare at a loading screen until the game started? Instead of wasting this valuable time, you can now monetize it by showing ads during page load or splash screens.
Google’s new ad unit, App Open Ads, allows developers to generate revenue by utilizing these brief moments of user attention. Companies like Supercent and Cross Field have achieved significant revenue growth—over 7% and 30%, respectively—by strategically experimenting with app open ad placements and frequencies.
If you’re a developer wondering if app open ad format is a suitable option for your app, we’ll help you understand what it is, why it is effective, and how to implement it to maximize revenue.
What are App Open Ads?
App Open Ads are designed to appear during the app’s load or splash screen. Users can dismiss these ads anytime, providing developers with a seamless opportunity to monetize the waiting period while users wait to access the app.
These ads are displayed during two scenarios: when a user opens the app for the first time (cold start) or returns to an app already running in the background (hot start). Unlike interstitial ads that take up the entire screen, App Open Ads occupy only 80% of the screen, allowing users to monitor the app’s loading process and reducing confusion.
Supported on both Android and iOS, App Open Ads can include various formats such as images, text, rich media, and video. They are a less intrusive alternative to traditional interstitial ads, so they don’t disrupt the user experience by appearing unexpectedly.
App Open ads units should be 320×480 for portrait mode and 480×320 in the case of landscape for smartphones. Whereas 1024×768 works best for tablet landscape full screen and 768×1024 for tablet portrait full screen.
App Open Ads Vs. Interstitial Ads
App-open ads are often confused with the use cases of interstitial ads. Here are the key differences between both types of ad formats:
|
App Open Ads |
Interstitial ads |
| Ads are displayed during app launches or when users return to the app after being away for a while. | Full-screen ads are shown at natural transition points in the app (e.g., between levels or after completing an action). |
| Typically shown on the splash/load screen or when the app is re-opened. | Shown between app content, such as after completing a task or before moving to the next activity. |
| Designed for short durations (not to disrupt the app experience). | It can be longer, with optional rewards or engagement features. |
| Best for apps with high entry/return traffic. | Best for apps with frequent natural transitions (e.g., games). |
| Triggered during app startup or return sessions. | Triggered based on user actions or app flow. |
What are the Features of App Open Ads?
App Open ads allow you to tackle all the cons that usually come with interstitial ads or other traditional ad formats.
- Utilize Idle Time: App Open ads monetize the seconds users spend on loading screens, turning idle moments into revenue opportunities for you without requiring additional engagement.
- Non-Disruptive Experience: Since these ads appear during wait times, they don’t interfere with app usage or gameplay, providing an uninterrupted user experience.
- Frequency Capping: You can control how often users see App Open ads, preventing ad fatigue and ensuring a balanced ad experience.
- Flexible eCPM Settings: To maximize revenue potential, you can choose custom eCPM rates for your ad units or let Google optimize pricing with strategies like high floor, medium floor, or all-price options.
What are the best practices for app-open ads?
App Open Ads are relatively new to many developers; however, here are some of the best practices you can follow to ensure app Open Ads don’t negatively impact your app performance.
Placements:
- Avoid Overlapping Ads: Ensure app open ads don’t overlap or conflict with other ad formats like banners or interstitials.
- Time Ads Appropriately: Avoid showing app open ads to new users until they are familiar with your app. Early exposure may negatively impact the first impression.
- Set Frequency Caps: Use app open ads selectively, such as on specific loading screens, rather than every time. A/B test to find the optimal frequency. For instance, Cross Fields adjusted their capping to 50%, boosting average revenue per user (ARPU) by over 30%.
Nature of App:
- Best Suited For: App open ads work best for apps with high return rates, like gaming apps such as Hay Day, where users frequently revisit throughout the day to progress. They are also ideal for non-gaming apps such as news or media platforms, weather apps, etc., where users check updates regularly.
- Consider App Compatibility: If your app’s design or user flow doesn’t naturally accommodate app-open ads, implementing them could disrupt the user experience. In such cases, exploring other ad formats is better for maintaining app functionality and user satisfaction.
Other Common Best Practices:
- Display app open ads only to freemium users.
- Avoid treating app open ads like interstitial ads—they serve different purposes and require separate strategies.
- Set frequency caps to prevent overexposure and avoid poor first impressions or churns.
- Automatically dismiss the ad once the app page loads. If your app loads faster than the ads include a loading screen after the splash screen. Supercent implemented this strategy and increased their ad show rate from 11% to 20%.
Here’s an example of app open ads being visible even after the app content is visible
Source: Google
- Ensure the app interface is visible behind the ad and brand the non-ad spaces to help users differentiate between the ad and your app’s interface. Avoid completely occupying the screen, as shown in the example below.
Source: Google
- Support both portrait and landscape modes for a seamless user experience.
- Preload ads to minimize delays and optimize app performance.
- Display app open ads only before the app screen fully loads
- Conduct A/B testing using tools like Firebase or other analytics platforms. Experiment with ad timing, frequency, and placement variables to determine the combination that maximizes revenue without compromising user retention.
- Ensure your app complies with all Google AdMob guidelines, including restrictions on ad placement and user experience best practices.
Wrapping Up
App Open Ads offer a great opportunity to monetize idle user attention. However, they are still a relatively new format in the ad space. Industry leaders like Cross Field and Supercent have already adopted this strategy and reported significant revenue growth.
If you’re integrating app open ads for the first time, it’s crucial to understand your users’ behavior and the nature of your app. Start by conducting A/B tests to determine the ideal placement and frequency of the ads. This approach will help you fine-tune the settings and maximize revenue.
