How to monetize your apps & mobile services by Google Finland
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How to monetize your apps & mobile services by Google Finland

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Jussi Luhtasela presents how to monetize, promote and the opportunities for mobile apps.

Jussi Luhtasela presents how to monetize, promote and the opportunities for mobile apps.

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How to monetize your apps & mobile services by Google Finland How to monetize your apps & mobile services by Google Finland Presentation Transcript

  • "Bring home the bacon"How to monetize your apps & mobile services Jussi Luhtasela, Industry Manager (Technology), Google Finland jussil@google.com
  • Agenda1. The Mobile Consumer2. Monetizing your mobile ideas3. Promoting your mobile services4. Opportunities for mobile developers
  • The time for mobile is now
  • 1. The Mobile ConsumerThe more advanced devices Finnishconsumers are using.... Source: TNS 2012, www.ourmobileplanet.com
  • 1. The Mobile Consumer...more mobile searches they are doing+138 % Growth of mobile queries Q12012 (YoY)+101 % Average growth of mobile queries 2008-30.3.2012 (CAGR) Source: Google
  • 1. The Mobile ConsumerWith mobile, you reach people when they are notat their computers Source: Google
  • 1. The Mobile Consumer Few more stats about mobile consumers...76% of phones sold in Finland in 2011 were smartphones 58% of use their 41% use their smartphone smartphones in stores while watching TV What do people do with their smartphones? 24% have purchased something with their 16% have changed their smartphone mind in store after doing an 39% of have done smartphone search product searches on their phones Much more data about smartphone usage in Finland and other markets: Source: Google, www. www.ourmobileplanet.com ourmobileplanet.com
  • 2. Monetizing your mobile ideas1. Develop your killer idea: ○ Bring functioning online service to mobile (examples: eat.fi, reittiopas / Andropas etc.) ○ new way of doing things, utilizing the specifics of mobile (examples Shazam, Instagram, Layar etc.) ○ Mobile specific (games, other utility apps) ○ and so forth....2. Figure out your revenue model ○ Subscription model ○ Free download - ad funded (Admob, other networks) - video on next slide ○ App-market purchase i. one-time ii. multiple / purchase add-ons3. Secure funding4. Promote your service ○ Earned media ○ Bought media
  • 2. Monetizing your mobile ideas
  • 3. Promoting your mobile services Purchases / visits / subscriptions on your mobile site Earned mediaBought media Your website / blogs ffic Traf Tra fic Mobile search advertising Your social media presence Mobile display Tra Videos fic advertising ffic Traf (reviews, demos etc.) In-app Reviews on app advertising stores Downloads for your app Analyse results & continuous optimise across all media channels & ad-formats
  • 3. Promoting your mobile servicesThe evolution of Mobile Search Ads 2012
  • 3. Promoting your mobile servicesClick-to-download adsAllow users to download your app after searching on Google Promote downloads of your app on Google Search. Users searching for relevant queries can be directed to your download your app in the iTunes App Store or Android Marketplace via Click-to- download ads. We will automatically find and display the app icon registered in the iTunes App Store or Android Marketplace!
  • 3. Promoting your mobile servicesBeta: Mobile App ExtensionShortens conversion cycles by bringing searchers directly inside an app A consumer can access their app from the search page, and visit the exact product page within an app Users without the app are directed to the download pageFrom the ad, a user can be directedto a relevant page within an app
  • 3. Promoting your mobile servicesAds on tablet devices
  • 3. Promoting your mobile servicesMedia ads for TabletsCreate rich media ad experiences on search Media Ads offer a new, immersive watch experience for movie, TV and gaming advertisers to showcase their latest trailers.
  • 3. Promoting your mobile servicesMobile Display Ads Click-to-call Click to Call Location Extensions Text /Display Ads (CPC) (CPC/CPM) (CPC/CPM) Click to Download Hyperlocal Offer Ads (beta) (CPC/CPM) (CPC/CPM) (CPC/CPM)
  • 3. Promoting your mobile services Admob - In-app advertising AdMob : What and Why?● AdMob is one of the largest networks of mobile applications and sites in the world. It covers over 100,000 apps and sites globally, across 150 countries.● AdMob presents advertisers with the opportunity to reach and interact with customers on the mobile web by placing ads within its network of apps and sites.● AdMob offers a wide range of ad formats and targeting options, allowing businesses to target with specific types of consumers, and connect with them in an engaging way.● AdMob could be used as part of a solution to a number of advertisers’ needs. Our top four recommended use cases for Admob are: Drive footfall to store Video & rich media App Promotion mCommerce through maps engagement
  • 3. Promoting your mobile services Admob - In-app advertisingOver 20 million Impressions Over 2 billion Impressions per day in the Nordics* per day in 230 countries Finland: 300k unique users
  • 3. Promoting your mobile services Targeting optionsTargeting parameters allow advertisers to target users based upon a number of factors Country Manufacturer Carrier Platform Device Traffic Model
  • 3. Promoting your mobile servicesAdmob - In-app advertising
  • 3. Promoting your mobile services Why AdMob for app promotion● Consumer discovery is difficult ● 500k+ apps in the Apple App Store ● 300k+ apps in the Android Market● 90% of app discovery happens through browsing top ranked apps● Your goal is to get your app ranked high so consumers can find them● AdMob has executed 100s of successful app promotion campaigns for both iOS and Android apps
  • 3. Promoting your mobile services Purchases / visits / subscriptions on your mobile site Earned mediaBought media Your website / blogs ffic Traf Tra fic Mobile search advertising Your social media presence Mobile display Tra Videos fic advertising ffic Traf (reviews, demos etc.) In-app Reviews on app advertising stores Downloads for your app Analyse results & continuous optimise across all media channels & ad-formats
  • 4. Opportunities for mobile developersGood mobile website & app developers are truly needed in many areas: 1. Monetize your killer app / mobile web service 2. Help established brands in getting their offering mobile (as an employee, contractor, freelancer...) ○ Functional apps / services (banking, mCommerce, apps supporting in-store mobile research etc.) ○ Pure mobile services (Elisa Kirja, Fonecta Caller etc.) ○ Mobile web-page development 3. Marketing & digital agencies need skills to develop marketing apps / services ○ Examples: Fonectas Ruisrock app, Elisa Kotikisa app, World Design Capital app etc.) ○ Create Admob rich media ads for agencies / advertisers
  • ThanksJussi Luhtasela, Industry Manager (Technology), Google Finland jussil@google.com Find me @ Google+
  • Appendix 1. Admob formats
  • spotlight showcasecallout features of your product with interactive spotlights Google confidential
  • spotlight showcasecallout features of your product with interactive spotlights Google confidential
  • 360° showcaseallow consumers to rotate and visualize your product Google confidential
  • 360° showcaseallow consumers to rotate and visualize your product Google confidential
  • swipable galleryshowcase multiple products in an interactive manner Google confidential
  • swipable galleryshowcase multiple products in an interactive manner Google confidential
  • catalog gallerylet consumers browse an interactive catalog of your products Google confidential
  • catalog gallerylet consumers browse an interactive catalog of your products Google confidential
  • scatter gallerygive consumers playful free-form interaction with products Google confidential
  • scatter gallerygive consumers playful free-form interaction with products Google confidential
  • stack galleryinvite consumers to sort though an interactive stack of products Google confidential
  • stack galleryinvite consumers to sort though an interactive stack of products Google confidential
  • slideshowhighlight your products across dynamic slideshow animations Google confidential
  • slideshowhighlight your products across dynamic slideshow animations Google confidential
  • slideshow bannerhighlight your products across dynamic slideshow animations Google confidential
  • slideshow bannerhighlight your products across dynamic slideshow animations Google confidential
  • locator ad with mapwrap your branding around Google Maps to drive foot traffic Google confidential
  • locator ad with mapwrap your branding around Google Maps to drive foot traffic Google confidential