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Why is iOS traffic so much more expensive than Android traffic? (6)

06-27-2018 09:41 AM #1 jabong82 (Member)
Why is iOS traffic so much more expensive than Android traffic?

Are iphone users just more ad blind, sophisticated etc?

Or is it a technical issue, like why CTR of iOS banners are usually quite lower when compared to other operating systems.

For example I have 1 campaign where literally the CPC of the iphone traffic is twice as much as all the other operating systems.

Also if I cut iOS from my mobile campaigns, is my lead quality going to go to complete crap? lol

Just curious to your thoughts.

06-27-2018 10:36 AM #2 erikgyepes (Moderator)

Interesting question jabong!

I think it has something to do with it's availability/exclusivity.

There is much less iOS traffic volumes available from my experience.

Can depend from GEO of course, but in most geos I have plenty of Android traffic available, but just a fraction of it is iOS.

Therefore there is much more competition towards it and that brings the prices up.

My 2 cents.

Interested to hear others opinions.

06-27-2018 10:39 AM #3 wakeboarder (Member)

For mobile ecosystem, I can say for sure that iOS is more expensive because iOS users spend much more on their mobile devices than Android.



You can read more about ARPU iOS vs. Android here:

https://techcrunch.com/2017/03/29/ap...nue-this-year/
https://techcrunch.com/2018/05/31/io.../?guccounter=1

06-27-2018 10:47 AM #4 jabong82 (Member)

Thanks for the responses guys.

With regards to availability, even when the CPM bids are the same, it just seems like iOS always has a lower CTR resulting in higher CPC prices.

I see this trend across all my campaigns, so I was just wondering why that may be.

Also what do you think about excluding iOS and lead quality?

I have some campaigns that are profitable in Android, but I can't add the iOS traffic in because it drives up my avg CPC a lot.

06-27-2018 11:22 AM #5 erikgyepes (Moderator)

I have some campaigns that are profitable in Android, but I can't add the iOS traffic in because it drives up my avg CPC a lot.
If the price is the case I would create a separate iOS campaign and have a separate bid for it accordingly.

It will probably also lower the bid on your original mixed OS campaign where Android is cheaper.

You will be able to lower your bid there and squeeze even some more ROI.

Theoretically, you have to test it first.

06-27-2018 12:14 PM #6 matuloo (Legendary Moderator)

I see this a lot too, I think one of the reasons for lower CTRs is the lower amount of BOTs pretending to be iOS And as we all know, some bots tend to "click" a lot so they inflate the CTRs.

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