Qtonz uses Firebase to boost ad revenue by 4x and grow engagement
Introduction
Since its inception, Qtonz Infosoft pvt. ltd. has been committed
to making content creation easier for Indian language users.
That's why in 2019, the team launched
MBit Music
,
their short, templatized video creation app. With over 10 million
downloads, MBit quickly became one of the most popular video
creation apps in India and is currently among the top 10 apps
in its category on the Google Play store.
Challenges
Despite MBit's popularity, the Qtonz team found it challenging to
retain users and effectively monetize the app. Competition from
both global and local players, as well as the changing
expectations of Indian users, made it difficult to keep users
engaged for longer periods. And while they were able to generate
some ad revenue, they struggled to establish alternative
monetization models such as in-app purchases or subscriptions
given the low propensity of their users to pay for in-app
content.
To increase revenue, Qtonz decided to look for opportunities to
optimize their ad strategy. After reviewing their Firebase and
AdMob
data, they discovered
that about half of their sessions
were under-monetized, with the overall ratio of ad impressions to
daily active users (DAUs) lower than expectations. They also
discovered that users were not exploring large parts of the app.