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Kirill Tyufanov, MoneyTapp

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Top 5 Pitfalls of Mobile Traffic Monetization. Don’t Get Trapped! -- Kirill Tyufanov, CEO at MoneyTapp (The White Nights: Mobile Games Conference 2014 http://www.wnconf.com)

Top 5 Pitfalls of Mobile Traffic Monetization. Don’t Get Trapped! -- Kirill Tyufanov, CEO at MoneyTapp (The White Nights: Mobile Games Conference 2014 http://www.wnconf.com)

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  • 1. Top 5 pitfalls of mobile traffic monetization /Don’t get trapped!/ Kirill Tyufanov App Monetization Expert
  • 2. Basics AD NETWORK CPM CPC CPI $
  • 3. 5 pitfalls of mobile traffic monetization You get wrong (or fake) data 1 Your ad network doesn’t work worldwide 2 3 Ad network decreasing effect 4 SDK integration – not “just a moment” 5 You don’t get the highest CPM and Fill Rate
  • 4. You get very limited reportsCase 1 # of impressions - How much they buy?Example 1 Example 2 1M imp. = $100 1M requests / 1M impressions = 100% FR You get wrong (or fake) data Ad Network doesn’t show you: # of requests - What is FillRate (= network efficiency)? 2M impressions = $100Or 2M requests / 1M impressions = 50% FROr
  • 5. Twofold data interpretationCase 1 You get wrong (or fake) data Example 1 Example 2 Example 3 100% FR = 200K impression/200K requests Effective requests Network will only count request it likes: 1. 2. 3. Fill Rate 100% 50% From shortlisted countries From expensive devices From users they know…
  • 6. Twofold data interpretationCase 1 You get wrong (or fake) data Example 1 Example 2 Example 3 Effective impressions 2mm impression = $1000 Or $0,5 CPM $1 CPM1mm impressions = $1000
  • 7. Twofold data interpretationCase 1 You get wrong (or fake) data Example 1 Example 2 Example 3 Effective clicks 100 clicks Or $0.1 CPC $1 CPM$0.2 CPC50 clicks
  • 8. Your ad network doesn’t work worldwide
  • 9. Your ad network doesn’t work worldwide
  • 10. Your ad network doesn’t work worldwide
  • 11. Your ad network doesn’t work worldwide Countries Metric ∑ India eCPM 0.42$ Indonesia eCPM 0.18$ United States eCPM 0.84$ Russian Federation eCPM 0.65$ Brazil eCPM 0.55$ Thailand eCPM 0.22$ Malaysia eCPM 0.93$ Spain eCPM 0.79$ Australia eCPM 1.07$ Austria eCPM 1.87$
  • 12. You don’t get highest CPM and Fill Rate NETWORK 1 NETWORK 2 NETWORK 3 NETWORK 4 COUNTRY ECPM FILL RATE ECPM FILL RATE CPM FILL % CPM FILL % Australia $ 0,37 95% $ 0,62 29% $ 0,13 54% $ 0,07 59% Brazil $ 0,06 65% $ 0,51 2% $ 0,12 75% $ 0,10 83% Canada $ 0,10 90% $ 0,56 38% $ 0,00 99% $ 0,07 39% Indonesia $ 0,10 79% $ 0,51 9% $ 0,07 23% $ 0,08 72% Mexico $ 0,17 48% $ 0,54 11% $ 0,08 7% $ 0,07 53% Russian Federation $ 0,06 75% $ 0,51 4% $ 0,06 28% $ - 0% United Kingdom $ 0,18 84% $ 0,53 18% $ 0,10 100% $ 0,36 82% USA $ 0,21 83% $ 0,74 54% $ 0,26 100% $ 0,32 77% $ 10,05 $ 10,17 $ 5,70 $ 7,88
  • 13. You don’t get highest CPM and Fill Rate NETWORK 1 NETWORK 2 NETWORK 3 NETWORK 4 COUNTRY ECPM FILL RATE ECPM FILL RATE CPM FILL % CPM FILL % Australia $ 0,37 95% $ 0,62 29% $ 0,13 54% $ 0,07 59% Brazil $ 0,06 65% $ 0,51 2% $ 0,12 75% $ 0,10 83% Canada $ 0,10 90% $ 0,56 38% $ 0,00 99% $ 0,07 39% Indonesia $ 0,10 79% $ 0,51 9% $ 0,07 23% $ 0,08 72% Mexico $ 0,17 48% $ 0,54 11% $ 0,08 7% $ 0,07 53% Russian Federation $ 0,06 75% $ 0,51 4% $ 0,06 28% $ - 0% United Kingdom $ 0,18 84% $ 0,53 18% $ 0,10 100% $ 0,36 82% USA $ 0,21 83% $ 0,74 54% $ 0,26 100% $ 0,32 77% $ 19,30
  • 14. Dependency on current advertiser budgets Ad Network decreasing effect Dependency on current ads conversion CPA campaigns work out the audience Users are getting tired of long ad campaigns
  • 15. SDK Integration Ad monetization strategy Keep it in mind while building your app: Right place and (enough) time
  • 16. SDK Integration Ad monetization strategy Keep it in mind while building your app: Right place and (enough) time Don’t push ads at the fist run 1 Realize when user can actually click 2 3 Don’t overlay active UI parts 4 Respect user experience and do not go too hard 5 Give user enough time to view an ad
  • 17. SDK Integration Ad monetization strategy Keep it in mind while building your app: Right place and (enough) time
  • 18. SDK Integration Ad monetization strategy SDK integration – mot just a an hour Several SDK – technical conflicts 1 Endless updates2 3 All use different methods
  • 19. Earn more with MoneyTapp True data – Real metrics1 Maximum fill rate High traffic demand even in Asia and Africa 2 3 Monetization automation Selecting the best buyer in every of 192 countries 4 1 Desk to many network demand 5 Stably high income Automatic partner substitution in case of decreasing rate of return

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