Episode 5. Ads in apps
With insights from both the ad tech and publishing sides of the industry, the episode takes a clear-eyed look at the evolving dynamics of mobile advertising.
TRAILER
Neha: Hello, hello. My name is Neha and you're listening to Points of Growth by Yango Ads. In this podcast, we explore all things ad tech. Together with our speakers, we discuss the innovations that make life easier for advertisers and publishers while driving growth for their businesses.
In this episode, we continue diving into ad monetization—this time from a publisher's perspective as well. How are ads and apps changing in 2025? What are the best and worst ways to advertise through apps? And how do we find that subtle balance between customer experience and revenue?
I can't wait to discuss this with our guests. Please welcome Abdullah Homsi, Supply Regional Manager at Yango Ads.
EPISODE
Abdullah: Hello, Neha. Thanks for having me.
Neha: And Stan Federov, CEO and founder of Sensus Games—one of our publishers.
Stanislav: Hello, hello.
Neha: Welcome, guys! Let's jump right in. My favorite question: What exactly do you do, and how do you approach app monetization in your work?
Stanislav: I've been in mobile for over 12 years. I now run my own company, Sensus Games, where we develop multiple titles. Right now, we're focused on mid-core games. These are more complex than casual games—they require more time and offer progression like character upgrades or unlocking new features. Players might spend 30 minutes to an hour daily, so monetization needs to be well thought out.
Abdullah: I manage supply for the Middle East, India, Pakistan, and Africa. My core focus is helping applications and publishers monetize their traffic using Yango Ads' monetization solutions.
Neha: Awesome! I love that we have two contrasting perspectives today—one from a publisher and one from a monetization expert. Feel free to disagree with each other. I live for controversial opinions!
Let's start with the basics. There are many ad formats and app types. How do ad formats depend on the type of app? Is there something that works best for utility apps versus mobile games?
Stanislav: Utility apps are very different from games. I'd recommend native ads, banners, and interstitials for utilities because user sessions are short—you need to monetize quickly.
For games, especially mid-core, rewarded ads are the go-to, with maybe a few interstitials. You don't want to disrupt long play sessions. Rewarded ads give players a reason to engage—they want to speed up progress, so they choose to watch.
Neha: Abdullah, your two cents?
Abdullah: I actually agree with Stan here. From a monetization side, it all depends on the app and its goals. Some games prefer banners; some utilities experiment with rewarded ads. At Yango, we've seen gaming generally lean toward rewarded ads, while utilities use banners, interstitials, and native formats—especially in media or news apps. It's very publisher-specific.
Neha: Let's talk about the market. We're overwhelmed with information daily. What shifts have you noticed in mobile gaming over the past few years? Any trends developers should watch?
Abdullah: In my regions—Middle East, India, Pakistan, Africa—there have been shifts in monetization partnerships. Challenges include seasonality, eCPM competition, and even political or governmental changes. For example, the UAE and Saudi governments have funded esports and startups, spurring new game development interest.
Stanislav: Totally agree. The market is way more competitive now than a decade ago. In 2025, you can't just publish a game and expect downloads. You need unique products and strong engagement features.
Multiplayer games are booming because each session is different—you're playing real opponents. Mid-core games now see 50–60% multiplayer integration. Hyper-casual games just don't cut it anymore in terms of variety.
Neha: I remember when Candy Crush and Pokémon GO blew up. Everyone was playing. Now, the only person I know who still plays Candy Crush is my dad.
Stanislav: Exactly. Candy Crush was among the first of its kind. Same goes for Subway Surfers and Angry Birds—they were pioneers. But now the market's evolved.
Abdullah: Trends move quickly. Just like social media—MySpace to Facebook to Instagram to TikTok. Games follow the same cycle. Once it becomes repetitive, people move on to the next big thing.
Neha: What are the biggest challenges you face in app monetization?
Abdullah: For me, it's building trust with publishers who are already monetizing through other networks. Many are hesitant to switch or test new tools. Smaller publishers face issues like poor eCPMs, low fill rates, payment delays, or bad A/B testing setups. Larger publishers usually have a well-oiled system—getting them to test Yango is a different challenge.
Neha: Any regions particularly tricky?
Abdullah: Pakistan is tough because existing setups work well, so publishers are reluctant to switch. India's challenge is SDK integration—some find it technically difficult. But we try to find tailored solutions.
Stanislav: For games, it's about not disturbing user experience. Interstitials need to be well-placed. Rewarded ads should feel like a choice, not a chore. You need to design intentional paths that lead users to these placements naturally.
Neha: How do you overcome these challenges? Any tricks or best practices?
Abdullah: Trust is universal, but outcomes matter. One method we use is identifying under-monetized regions. If a publisher is happy with their current eCPMs but struggles in, say, Southeast Asia, we offer to help there specifically. Also, listening is underrated—understanding a publisher's true pain points opens the door to collaboration.
Stanislav: Hire the right people and do a ton of A/B testing. Seriously, even the "stupidest" idea might be your best performer. You never know until you try it.
Neha: Do advertising strategies need to change across regions?
Abdullah: Absolutely. Culture matters a lot. Saudi Arabia favors face-to-face meetings; the UAE is more multicultural. India and Pakistan each have their own nuances. Even in India, North and South differ greatly. Advertisers and publishers need to understand where users are, what they want, and whether a game fits culturally.
Stanislav: Brazil is a high-engagement market—they tolerate more ads. In contrast, U.S. and Canadian users complain quickly. It's all about balance. The same goes for India; I've heard they're quite ad-tolerant too.
Abdullah: They are. Some even use refresher ads, more commonly on websites, though.
Neha: If you had to mentor a new publisher entering a foreign market, what advice would you give?
Stanislav: Understand the market and culture. Know your device share—Africa is mostly Android, so don't go in with only an iOS app. Also, account for different purchasing and behavioral patterns.
Abdullah: Same here. Watch where your app gains traction—it might point you to your next market. Do your homework on device usage and cultural fit. Expansion is a calculated risk, but once you have a stable income stream, testing new regions becomes much easier.
Neha: How do you personally balance user engagement and revenue?
Stanislav: Know your user. Then A/B test relentlessly. In games, offer meaningful rewards—extra lives, coins, etc.—for ad views. Make it feel worth it.
Neha: One last question. What's your number-one piece of advice for developers aiming to go global? And how should they choose an ad network?
Stanislav: Study the market first. Make sure you have reliable monetization partners with high fill rates. And build a product people love—that's always rule #1.
Abdullah: Couldn't agree more. In unknown markets, what works at home might flop. A solid monetization partner like Yango can enable multiple networks to help test and optimize. You don't need to pick just one—we help identify what works best per region.
Neha: Monetizing an app can be a challenge, but Yango Ads has the tools to make it happen. The Yango Ad Network lets you monetize millions of users in new markets, access some of the world's most engaged mobile audiences, and grow your revenue. Check the episode description for more. We'll dive deeper into new markets next time. Don't forget to subscribe!
That was Points of Growth by Yango Ads. Have a wonderful day or night—wherever you are. See ya!
