Our team here at Appington has been looking over the different monetization methods that apps use to monetize their audio and music players.
Here’s a brief summary of our findings that I wanted to share:
|Preroll Audio Ad||Audio Interstitial Ads||Leave behind Banners||Small Banners||Large Banners||Load Screen Interstitial||Video Ads||Subscription||Upsell Songs|
|Pandora||no||yes (audio + visual)||yes||yes||yes||yes||yes||yes||yes|
|TuneIn||yes||yes (audio only)||no||yes||no||no||no||yes||yes|
|Music Player Pro||no||no||no||yes||no||no||no||no||no|
|My Mixtapez Music & MP3||no||no||no||yes||no||no||no||yes||no|
For those who want slightly more detail, you can find a bit more information below.
Unique Problems with Audio App Monetization:
- Users spend a long time listening, not looking
- Visual only ads are ineffective because people can’t see them while phone is in pocket etc.
- When users do happen to look at the screen occasionally, how to make sure that visual ads catch their attention at that moment
Proposed Solutions for the Additional Issues:
- Use Audio Ads that let’s users hear the ad, even if they’re not looking at the screen
- Add a “leave behind” component to the ads that leaves users something click when they do come back to the app from “listen only” mode
- Maximize “screen time” utilization, by showing ads when we know users are looking (when they click buttons). Pandora does this very efficiently by triggering different ads when user clicks elements on screen.
Different Ad Monetization Methods:
- Small banners 320×50 or 300×50 that users can click
- Tiles or banners (500×500 or 300×250) that resemble the “Album Art” that many of the music apps have
- Load Screen Interstitials (Pandora does this)
- Audio Ads (pre-roll audio ads that get played in the beginning of the listening session before an audio stream from radio etc. gets started)
- Interstitial Audio Ads (upto 4 times an hour, 15 or 30 second audio ads, users sees banner & hear audio)
- Sponsored Audio Channels(Pandora)
- iTunes / Google Play / Amazon links to buy music
- Increase subscription ratio by house ads that promote a paid option, via visual or audio ads.
How to make your users more valuable for advertisers:
- Personal information: gender, age, email, zip code
- Targeting information about the music genre etc. that the user is listening
- Ad units that target on collecting different user information that’s relevant to an offer (email directly from an ad unit etc.)
Ways to encourage your users to use house ads:
- Introduce channels & artists (Slacker does a great job on this, narration on Radio style)