Case Study: Communication app imo boosts ad revenue and grows IAP by 5% with Google AdMob rewarded ads

imo boosts both ad and IAP revenue with rewarded ads on communication app

imo is a California–based instant communication app with more than 200 million monthly active users across South Asia, the Middle East, and other emerging markets. Faced with heavy reliance on ad revenue, imo wanted to diversify and grow in‑app purchase (IAP) conversions for its premium chat services without harming retention, so it explored Google AdMob’s rewarded ads to offer trial access to premium features.

imo integrated Google AdMob rewarded ads—A/B testing the format with 5% (then 10%) of Android users—to grant diamonds redeemable for premium services; integration was fast and non‑disruptive. The result: increased ad revenue, a 5% lift in IAP revenue from higher premium conversions, and no negative impact on user retention.

imo

Efan Wang

Head of Monetization