SOOMLA's Q4 2017 Study Reveals Advertising Direct Competitors Resulted in 3x Increase in eCPM

TEL AVIV, Israel, Nov. 29, 2017 /PRNewswire/ -- SOOMLA, an industry innovator in mobile ad measurement, released today its latest Q4 2017: Ads and Churn Case Study report, analyzing the effect of advertising direct competitors and their relation to eCPM and churn rate.

Lotum, having a top chart casual word puzzle game called '4 Pics 1 Word', was used for this study.  The report reveals that advertising direct competitors, in some cases, resulted in a three times increase in eCPM. Furthermore, contrary to the industry notion, direct competitors were not that advertisers producing the higher churn rates.

Yaniv Nizan, Co-founder and CEO of SOOMLA, said: "More often than not, app publishers decide to block direct competitors from advertising in their app solely based on a gut feeling. We sought to illustrate that through a data-focused approach, one can make the right decision on this matter.  Surprisingly enough, direct competitors are not necessarily stealing traffic away."

Key Report Insights:

  • Specific advertisers can churn 3 times more users than others. Not being able to see this data can have a drastic impact on retention
  • Direct competitors were churning slightly more users - 11% more than the average while some advertisers were churning 200% more
  • Advertising direct competitors resulted in 3X higher eCPM in some cases

Additionally, the report illustrates one of the larger pain points within the industry: lack of transparency. App publishers want to know who is advertising in their app and what effect it has on the eCPM and churn. Currently, ad networks rarely share such information, leaving publishers in the dark.


Founded in 2012, SOOMLA is a market leader in monetization measurement. Its Traceback technology gives mobile app publishers insight into the revenue they are making from advertising as well as critical visibility into what ads are placed in their app. The Traceback platform makes these insights accessible to customers specifically by tracking revenue per user, per segment, per cohort and per traffic source. Traceback is used by 6 of the top 50 game publishers to make better monetization decisions. For more information, visit SOOMLA.


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