Case Study: The Nightingale Business Group achieves 200% eCPM growth with Google AdMob adaptive banner ads

NiBG achieves 200% increase in eCPM using AdMob adaptive banner ads

The Nightingale Business Group (NiBG), through its Proficient Games division, publishes more than a dozen mobile games and needed to improve monetization without hurting player retention. The company was struggling with low CPC rates, limited local advertisers, weak fill rates, and ad placements that were affecting the user experience.

Using Google AdMob adaptive banner ads, NiBG ran an A/B test with Firebase across half of its players in landscape mode. The new format delivered a 200% increase in eCPM, a 99% fill rate, and a 20% to 30% increase in user engagement, while maintaining strong retention and boosting overall revenue.

The Nightingale Business Group

Tariq Manzoor

Chief Executive Officer