About The Yandex Advertising Network
There are many advantages to monetizing your app with us. According to an independent study*, the Yandex Advertising Network is one of the largest and most profitable networks for monetizing apps in Eastern and Western Europe, the Middle East, Asia, and Latin America.
Among the key benefits:
- You can connect and monetize apps published in different stores, including Google Play, the App Store, Huawei App Gallery, Xiaomi GetApps, Samsung Galaxy Store, Amazon Appstore, NashStore, and RuStore.
- Millions of advertisers will compete for the right to display ads on your app, where Yandex algorithms analyze more than 1000 factors to select the most relevant ad for a given user. We also have our own ad acceptance service — Yandex Direct — and more than 80 partners, including other ad sources (DSP platforms).
- Payments to partners occur monthly — and automatically if a partner has reached the minimum earnings threshold.
- Strict moderation ensures that ads from advertisers comply with local laws and our network’s rules.
*The Apo dual Mobile In-App Ad Monetization Performance Index study for 2021 and 2022.
About the partner
As briefly touched on, Fashion Battle — Catwalk Queen is a casual online catwalk game where players choose clothing and apparel for their models based on a specific theme. Players face off against their opponents and the judges determine the winner based on who scores the highest. As players complete levels one by one with their models, the finalist gains recognition as a star in the fashion world — albeit the virtual fashion world!
The app operates on Android OS with a primarily female audience. Below are more detailed demographics:
• Top geolocations: LATAM (Brazil, Mexico), Asia (Vietnam, Indonesia, Thailand, Turkey), and Russia
• Audience interests: Entertainment and casual online games
Fun facts
Business challenge and objectives
At the time, our partner relied primarily on advertising and didn’t have any other monetization methods in place for their app.
In regard to ad monetization, they focused on the following:
- Removing thresholds where the Fill Rate is less than 0.1%
- Increasing the threshold or eCPM* price configuration if the Fill Rate is more than 3%
- Setting thresholds based on the average data points from different networks
*The cost per 1000 impressions of an ad block, in which at least one pixel falls into the visible area of the screen.
Why the partner chose to work with Yandex
Solution
After researching the Russian market, Fashion Battle — Catwalk Queen decided to work with the Yandex Advertising Network to achieve their business goals because of the network’s strong monetization capabilities and reliable outcomes.
Leveraging AppLovin MAX mediation integrated with the Yandex Advertising Network’s proven capabilities, the partner applied our waterfall strategy to help optimize their app revenue. Basically, waterfall capabilities refer to the «polling» of different advertising networks via mediation from most expensive to least expensive thresholds until a suitable ad is found within the desired threshold.
The Yandex Advertising Network’s Mobile Application Monetization team conducted a detailed analysis of the waterfall’s full composition and provided recommendations on the Yandex Advertising Network thresholds, which stimulated overall revenue growth from the advertising waterfall. The team:
- Removed non-revenue generating thresholds.
- Divided thresholds with multiple requests and the most revenue into several thresholds.
- Added new thresholds that could potentially bring revenue.
Results
Once Fashion Battle — Catwalk Queen started working with the Yandex Advertising Network, the eCPM for the Russian region rose significantly. We compared the results provided by the Yandex ad monetization team from the week before and the week after implementing waterfall optimization and found that the share from the Yandex Advertising Network grew significantly: revenue for a single app increased by 26%.
Based on the last 30 days, Yandex’s percentage of revenue in Russia increased by more than 30%. Our partner chose to integrate their product with Yandex since the Fill Rate for the Yandex Advertising Network is higher than other waterfall networks.
Partner feedback
Furthermore, the partner noted several key benefits and useful tips for working with Yandex tools, including:
- Integration with latest updated SDK version
- Timely adjustments to the configuration of waterfall floors
- Being able to communicate issues at any time