Case Study: How a utility app doubled revenue by monetizing unsold ad space

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Different categories of apps call for different ad formats and placements to best suit the UI/UX and audience expectations. While mobile games seem as though they’re built for integrating a variety of ad formats, it can be more difficult to figure out the best ad formats and prime placements in a utility app.

We spoke with Kamil Janiszewski, the co-founder and head of sales at Listonic,  a smart shopping list for mobile and web. Listonic combined multiple monetization methods to optimize their inventory. In the beginning though, they struggled with unsold ad space — we talked to Kamil about what they did to solve this issue and boost revenue.

About Listonic

Listonic is a shopping list app that improves the quality of grocery shopping by making it easier, faster, and smarter.

With about 2 million downloads and 50,000 daily active users, Listonic provides a wide range of savvy food hacks and thought-out shopping tips to help people become more conscious with their consumptions.

Originally conceived as an university class project, Listonic was created in 2009 by co-founders and developers Filim Miłoszewski, Piotr Wójcicki, and Kamil Janiszewski.

Challenges: Unsold Ad Inventory and Keeping User Satisfaction High

 Listonic started in one market and initially monetized only through direct ad sales. While the CPMs and fill-rate from their selected direct advertisers were decent for that one market, considerable ad revenue was left on the table when Listonic successfully expanded into other markets.

 While exploring avenues for making use of their unsold ad inventory, keeping user satisfaction level high is of utmost importance in the development of their new monetization strategy.

As significant amounts of ad spaces remained unsold in the new markets, the developers of Listonic decided to give ad mediation a try.

Kamil Janiszewski, Co-founder

We had tons of unsold space, so we decided to test and possibly employ an ad mediation service.

Solution: Simple Yet Effective Ad Formats Through Ad Mediation

Once Listonic started using Appodeal’s intelligent ad mediation platform to complement their direct ad sales, the problem of unsold ad inventory was solved immediately. Appodeal filled the unsold ad spaces among 60+ ad demand sources, which generated significant new ad revenue.

Listonic was also able to maintain high user satisfaction by using two simple yet effective ad formats: the classic banner and native ads.

unsold-ad

Both banner and native ads were smartly placed into the app’s list contents, providing a seamless user experience.

As a result, Listonic’s ARPDAU and revenue compared to the former ad mediation platform has doubled.

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