Success Story | January 2015
Trivia Crack provides compelling evidence
that brands have (finally) embraced apps.
Trivia Crack experiences massive growth
By Etermax
$300
$$$$
Buenos Aires, Argentina
Trivia Crack, Aworded, Bingo Crack
Over 100MM Downloads
#1 US App
#1 in 22 Countries
Over 150,000 total ratings
AppAnnie Store Stats Dec., 2014
600
$250
500
$200
$$$
Revenue
•
•
•
•
•
700
Trivia Crack Daily Revenue vs. Ad Requests
400
$150
300
Ad Requests in Millions
Trivia Crack
Every publisher with ad-supported apps knows to expect a seasonal
uplift in ad revenue during the holiday period. Etermax enjoyed a far
greater lift than usual by owning the top ranked app globally for the
entire month of December. Trivia Crack combined a massive increase in
usage with an organic infusion of new brand advertisers through realtime bidding, and saw outsized revenue growth as a result.
$100
$$
200
Goals
•
•
•
•
•
Maximize massive earning potential
Retain audience and ensure
positive user experience
Monetize a truly global audience
Experiment with multiple ad formats
and advertiser categories
Add new demand from Real-Time
Bidding
Results
•
•
Tripled daily revenue during month
of December
Generated 54% of December
revenue from brand advertisers
$50
Etermax Revenue
100
Etermax Ad Requests
$- $
30-Nov
7-Dec
14-Dec
21-Dec
28-Dec
Real-time bidding drives brand spend
As a mobile-only real-time bidding (RTB) exchange, MoPub connects
Trivia Crack to demand from 145 buyers primarily focused on apps.
MoPub creates a dynamic market for
apps and advertisers, enabling an
% Revenue: Brand vs Performance
app that surges in popularity to
immediately scale demand in direct
proportion to increased supply.
Performance
46%
RTB also enables brands to access
audiences programmatically, making it
easier to include mobile apps as
part of their holiday marketing
strategy. The net result demonstrates
a dramatic shift in buying behavior:
this is the first time brands account for
the majority of spend in an app this popular.
Brand
54%
Success Story | January 2015
Premium brands arrive on apps
MoPub conducted a deeper analysis of the period leading up to and
immediately after Christmas Day to look at spending trends by day.
100%
72%
75%
69%
64%
68%
70%
69%
57%
48%
46%
40%
Brand
Performance
Trivia Crack
By Etermax
% of Revenue
75%
50%
25%
28%
25%
31%
36%
32%
30%
31%
43%
52%
54%
60%
The MoPub platform
helped us make the
most of Trivia Crack’s
popularity, and the demand
partners in their real-time
bidding exchange brought
us the brand advertisers
that we believe
belong in a #1 app.
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0%
The trend shows heavy investment by brand advertisers right through
Christmas Eve, followed by a jump in app install advertisers beginning on
Christmas Day and accelerating through the following weekend. As
shown below, total revenue peaked on December 24th, but the influx of
app install ads maintained daily revenue through the period.
$$$$
!$200!!
Brand
Performance
Maximo Cavazzani,
CEO and Founder of Etermax
Revenue
$$$
!$150!!
$$
!$100!!
!$50!!$
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!$#!!!!
The range of brand categories is also surprising. In addition to the
expected retail category, eight automotive brands are present, as well as
electronics manufacturers, CPG brands, and even luxury goods.
The breadth of categories and depth of activity on Trivia Crack is
compelling evidence that brands are now fully embracing apps as a
primary marketing channel.
MoPub is the world’s leading ad server for smartphone application publishers, designed to drive more ad
revenue through a single solution. We offer the first comprehensive monetization platform for mobile app
publishers that combines real-time bidding, ad serving, cross-promotional capabilities and ad network
mediation into one, easy-to-use platform.
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