Inappropriate ads reduce users from using the app

Yandex Ads has just released a report on Trends and Challenges in increasing app revenue in Vietnam, which includes many noteworthy information.

According to Yandex Ads, this unit surveyed hundreds of app publishers and these apps use the form of generating revenue from advertising. Of which, game apps account for 45% and other apps account for 55%.

The research firm found that revenue growth and application development specialists were the hardest to hire compared to other positions. It took managers an average of four months to find revenue growth specialists. Conversely, designers were the easiest to hire across departments.

Ads on the app are increasing, making users uncomfortable.

20% of app publishers admit that they have no information about increasing revenue and it is difficult to find this information. Units mainly search for information on the internet. Meanwhile, most app publishers have to increase revenue through advertising and sales on the app. Advertising accounts for up to 40% of revenue.

More than 50% of app publishers reported that their ad revenue has increased over the past 12 months. Publishers understand the importance of connecting to multiple ad networks, with 97% using more than one. For example, 55% of mobile game publishers connect to five or more ad networks.

According to Yandex Ads, 64% of publishers believe that high-quality ads help keep users in the app. Ad quality is among the top 3 problems in increasing revenue. Inappropriate ads can lead to a decrease in the number of users and potential reputational risks.

More than 50% of publishers believe that low-quality or irrelevant ads, as well as too many ads in an app, can drive users away. 70% agree that users who view rewarded ads spend more time in the app. 74% of publishers say that users are willing to view in-app ads to receive benefits, such as in-game currency or free content.

To optimize user experience without compromising revenue potential, app publishers should consider factors such as ad placement, frequency, and relevance, said Nana Phan, Head of Strategic Partnerships at Yandex Ads in Southeast Asia.

Ms. Nana Phan, Head of Strategic Partnerships of Yandex Ads in Southeast Asia.

According to Ms. Nana Phan, to support increasing revenue for the application, Yandex Ads has the Easy Monetization solution. This solution helps publishers reduce system operating costs and improve staff efficiency, while helping to optimize revenue from in-app advertising based on the revenue growth experience of Yandex Ads experts.

Yandex Ads’ Easy Monetization platform provides resources and technical support to help Vietnamese apps navigate the ever-changing landscape. With access to multiple ad networks, app publishers can optimize their monetization strategies and tap into a wealth of new opportunities.

Ms. Nana Phan assessed that Vietnam's app industry is witnessing significant growth with the support of the Government. Vietnam's young, tech-savvy population and high smartphone penetration are advantages. However, businesses still lack the knowledge, resources and training needed to take advantage of these opportunities.

According to Statista research, Vietnam ranks fourth globally in terms of app downloads with an average of 10,000 downloads per minute and users spending 4 hours per day on apps. Vietnam has up to 1,500 app publishers with many names achieving international success in popular categories, especially gaming apps.

With an annual growth rate of 10.96% and a market value expected to reach 1.7 billion USD by 2029, Vietnam is a country with great potential for app publishers.

Viet Phong

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