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Strategies and Platforms: Google Monetization Opportunities -- Greg Ivanov, Strategic Partner Manager at Google (The White Nights: Mobile Games Conference 2014 http://www.wnconf.com)

Strategies and Platforms: Google Monetization Opportunities -- Greg Ivanov, Strategic Partner Manager at Google (The White Nights: Mobile Games Conference 2014 http://www.wnconf.com)

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Greg Ivanov, Google Presentation Transcript

  • 1. Unlock the Power of your Game Greg Ivanov Strategic Partner Manager @gregivanov
  • 2. 68% Google Confidential and Proprietary
  • 3. 68% of Russian smartphone users regularly play games more than in any other market surveyed Google Confidential and Proprietary Source: Parks Associates, 2014
  • 4. Google Confidential and Proprietary
  • 5. Russian mobile gamers are: • amongst the most engaged • with highest likelihood to pay (IAP and Paid) • the most ad-aware (-> higher CTR and RPM) Google Confidential and Proprietary
  • 6. Unlock the Power of your Game Use Google’s latest technologies to build, distribute, promote, and monetize your games Google Confidential and Proprietary
  • 7. Killer Whales 1% mobile gamers Whales (incl. Killer Whales) 3% mobile gamers Dolphins 16% mobile gamers Non-payers 37% mobile gamers Minnows 43% mobile gamers Mobilespendpermonth($) Percentage of Mobile Gamers Source: EEDAR, September 2012 2-6% of users drive 95% of IAP Google Confidential and Proprietary
  • 8. ADVERTISER PUBLISHER Segmen- tation Analytics Networks OfferWalls / Rewards Mediation / Serving Exchanges Ads and analytics form a complex ecosystem Google Confidential and Proprietary Direct / Owned & Operated Acquisition Analytics
  • 9. Manage it with one end-to-end partner Google Confidential and Proprietary ADVERTISER PUBLISHER Acquisition Analytics Segmen- tation Analytics Networks OfferWalls / Rewards Mediation / Serving Exchanges Direct / Owned & Operated
  • 10. 650,000 apps on AdMob 900 million devices reached across platforms The biggest unified app business platform Extensive global gaming experience across regions and business models >1 million advertisers Google Confidential and Proprietary
  • 11. Understand your audience with Google Analytics Grow your in-app purchase revenue with targeted campaigns through House and In-App Purchase Ads Maximize ad revenue with Ad Network Optimization and Live CPM, giving you access to real-time demand Optimize your business across revenue streams Google Confidential and Proprietary
  • 12. Analytics and ads integrations Google Confidential and Proprietary
  • 13. Adapt and target by user segment Analytics in AdMob
  • 14. Segment your users with Google Analytics Google Confidential and Proprietary
  • 15. Make your portfolio work with house ads Colpl (JP): monetization and cross-promotion ● Shifting from mobile web to native game apps in 2011-13 ● 27M+ downloads of F2P “Kuma the Bear” casual games ● Building IAP portfolio ● 50% of casual games inventory is ad monetized ● 50% frequency capped house ads ● CTR in interstitial house ads 70x other ads, boosting UA for core titles ● 3x revenue YoY in 2013 Google Confidential and Proprietary
  • 16. Promote In-App Purchases House Ads one step further Show monetization ads to non-payers Show IAP promotion interstitials to payers Segment your user base and build audience lists 1 2 3 Google Confidential and Proprietary
  • 17. Full ads demand and format menu Google Confidential and Proprietary Large and varied demand pool Complete set of format tiers CPC Banners and Interstitials CPM banners, TrueView in-game ads AdMob Reserve Display and Video Interstitials high fill high RPM
  • 18. Analytics and ads integrations Google Confidential and Proprietary
  • 19. Ad Serving Direct Sales & House Ads Yield Management RTB, Private & Preferred Network Mediation Other AdMob Other Other Buyers Everything on one Google Mobile Ads SDK Trafficking, forecasting and reporting across screens and monetization partners Powerful audience targeting from DFP (Ad Server) down Yield Management / Ad Network Optimization and Direct Sales Full serving and monetization stack Google Confidential and Proprietary
  • 20. All monetization tiers enabled Also, Dynamic Allocation across Direct and Indirect Sales Mediation and Ad Network Optimization Maximize yield from tag-based networks Open Auction Programmatic with deep controls Direct Sales and House Ads Guaranteed direct premium sales Open & Liquid Exclusive & Reduced Demand Preferred Deals Programmatic, One buyer, fixed price Private Auctions Programmatic, Multiple buyers, CPM floors Google Confidential and Proprietary
  • 21. Image / data space Thank You
  • 22. Monetization Appendix Chhota Bheem-Shoot the Leyaks 2 by Green Gold Animation. Download now on Google Play
  • 23. Full serving and monetization stack Google Confidential and Proprietary
  • 24. 120% eCPM growth Revenue paid to developers 2014 Aug. 2013 20142013 100% Google monetization on the rise Google Confidential and Proprietary
  • 25. Rich Media Interstitials Google Confidential and Proprietary
  • 26. Rich Media Interstitials Google Confidential and Proprietary
  • 27. Video Interstitials Google Confidential and Proprietary
  • 28. TrueView in Games Google Confidential and Proprietary
  • 29. Mediate and Optimize House Ads ● Serve ads to your game using your own inventory, free of charge ● Promote your own games / products or another advertiser’s products through a direct deal AdMob Mediation Google Confidential and Proprietary
  • 30. Ad Filters Advertiser urls General categories Sensitive categories ● Easy to configure and flexible controls ● Deliver only the most relevant ads to users ● Avoid showing competitor ads Granular controls Google Confidential and Proprietary
  • 31. Analytics Appendix
  • 32. It’s Not Just About CPI Anymore Google Confidential and Proprietary
  • 33. Some players are more equal than others Google Confidential and Proprietary
  • 34. Acquisition how are they finding your Game? Understanding User acquisition is critical Google Confidential and Proprietary
  • 35. Google Confidential and Proprietary
  • 36. Behavior how are they using your Game? • Are your users doing what you expect? • Where are they spending their time? • Where are they stuck? Google Confidential and Proprietary
  • 37. Google Confidential and Proprietary
  • 38. Segment your users Google Confidential and Proprietary
  • 39. Robust tracking solution to fit different business model Conversions measure success What is the goal of your game? Google Confidential and Proprietary
  • 40. Google integrations Google Confidential and Proprietary
  • 41. Google Analytics Services SDK Google Tag Manager Google Confidential and Proprietary