アプリ内広告の種類(フォーマット)について。アプリによって適したものを選択しましょう。

アプリの収益化のために広告を入れるとして。どんなフォーマットがあって、どんな風に入れたらいいのか迷いますよね。

広告フォーマットもいろいろあります。

  • バナー
  • インターステイシャル
  • レクタングル
  • 動画広告
  • ネイティブ広告

とにかくメインはバナー。

320×50(Retinaなら640×100)px、320×100(Retinaなら640×200)pxの二種類があります。
他にもいろいろあったりするけど、基本は320×50pxのバナーが広告在庫も多く、これが収益の中心というアプリが多いかと思います。

バナーはクリック課金のことが多く、だいたい1クリック7円〜20円くらいです。

カジュアルゲームならインターステイシャル+動画リワード。

全画面広告の「インターステイシャル」は、カジュアルゲームの結果表示のタイミングで実装されていることが多いです。

インターステイシャル広告はクリック課金が多いですが、バナーよりも少し単価が高めなイメージです。

また、最近来ているのが「動画リワード広告」。
ユーザーに自発的に動画を見せて、アプリ内通貨(コインや宝石などのリワード)を与えることで、プラスの収益にする方法です。
有料課金で通貨を販売するつもりのアプリなら特に、動画リワード広告の実装は必須でしょう。

動画リワード広告は、CPMがだいたい1000〜2500円くらいなので、1回見てもらえたら1〜2.5円くらいの収益になります。

ニュースなどの読み物系・ツール系ならネイティブ広告。

記事一覧などで、記事と記事の間に挟んだりなど、コンテンツに馴染ませた広告を出すことで、ユーザーに違和感を与えることなく、文脈の中で広告を見てもらうことができます。
ニュースアプリやツールアプリは、ユーザー数あたりの収益が低めなので、いかに長く使ってもらえるかがキモになってきます。ユーザーに不快感・違和感を与えないように広告をいれていくのが重要です。

Slice HEROESでの例。

私たちがリリースしているSlice HEROESで実装しているのは以下の広告です。

・バナー
・インターステイシャル
・動画リワード

やっぱりバナーがメイン。


バナーは、ゲーム画面を中心に、ほとんどの画面でフッター(下部)に入っています。収益のベースになっています。

インターステイシャル(全画面広告)

インターステイシャルは、問題を何問か解くと、何問かに1回表示されるようになっています。


今は結果(答え)表示画面から次の問題に移行するときに表示していますが、以前は問題画面に移ってから10秒後くらいという悪質なタイミングで出していたので、誤タップも多く、ユーザーから「広告がうざい。星一つ。」というレビューをつけられていました。

誤タップはユーザーだけでなく、デベロッパーや広告会社・広告主の誰も幸せになれないので、なるべくないようにするのがオススメです。
広告の報酬は、効果(アプリの広告ならインストール数)で変わってきます。誤タップが多いと「効果が悪い枠」という判断をされ、どんどん単価が下がっていく状態になります。

動画リワード

動画リワード広告は、最近取り入れた広告です。

Slice HEROESでは、問題を解くごとに♡を3個もらえるのですが、ヒントを見るのに5個、わからない問題をパスするのに15個消費します。


15〜30秒程度の動画広告を見ることで、ボーナスで♡を15個あげる、というリワードを入れています。

元々、「Twitterにシェアしたら」「facebookにシェアしたら」「レビューを書いたら」という条件でボーナスの♡を付与していたのですが、ユーザーから「Twitterもfacebookもやってないのでどうしたらいいか」「だれでも♡を増やせる方法をお願いします」という要望もあったので、取り入れてみました。

まとめ

・アプリを作る際、広告をどこで入れるか、場所とタイミングを考えながらも視野に入れながら作っていきましょう!

次回予告

入れる形を決めたら、次は広告会社を選びましょう。

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