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'Cross promotion networks' - Exchanging ads and installs with other apps and games - Chris Hanage - #APS2013
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'Cross promotion networks' - Exchanging ads and installs with other apps and games - Chris Hanage - #APS2013

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Chris started his career in magazine and digital publishing before moving into games. After an MBA at the London Business School he headed up business development at Synergenix, Infospace and PlayerX …

Chris started his career in magazine and digital publishing before moving into games. After an MBA at the London Business School he headed up business development at Synergenix, Infospace and PlayerX before moving to Papaya in 2011.

PapayaMobile provides both tools for game developers and content for players on its growing social mobile network of over 80 million users worldwide. Papaya’s latest product, AppFlood, is a new way to acquire users for Android and iOS applications. Rather than losing 30% to traditional ad networks, publishers and advertisers are buying and selling installs on the only commission-free install market. In addition, developers can use AppFlood cross-promotion to exchange non-incentivized traffic in order to grow their users for free.

Published in: Business, Technology, Design

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  • 1. EXCHANGING ADS AND INSTALLS WITH OTHER APPS AND GAMES
  • 2. … • How do app promotion exchanges work? • (Brief) hints and tips for maximising your clicks and conversions • (Quick) case study – “Driving Acquisition through Cross Promotion – How One App Succeeded…”
  • 3. ? Advertisers buy installs direct from network publishers. Publishers earn revenue from advertisers for providing the installs. Publishers withdraw their earnings or exchange them for more installs.
  • 4. 1. No budget allocation needed 2. No financial transactions so no commission paid 3. Aggregate traffic from a series of apps over time into a burst campaign 4. Create clusters/direct deals to exchange installs with selected partners 5. Can also be used as a “normal” UA or ad sales platform
  • 5. • • ' • $ • • • ' • • • • …
  • 6. In-game ads are a sacrifice players are willing to put up with to play a game or use an app for free. If done well, they’re not adverts
  • 7. ?
  • 8. Data source: AppFlood banner performance: March 21st - March 28th 2013 1. Everyone hates banners. 2. They take up screen real estate limiting what you can actually see in your game. 3. They're distracting, annoying and more often than not they'll get in the way of whatever you're actually trying to do. 4. They're almost never clicked on. App users become frustrated and in the end you barely make any money from them. 5. Fat thumbed gamers that do click on then have usually done so by accident. '
  • 9. 1. The best performing ad format on AppFlood. 2. This leads to some rather nice average CTRs between 15 to 20%. 3. In the case of this particular ad format installs averaged 1 for every 3.5 clicks. Data source: AppFlood banner performance: March 21st - March 28th 2013 $
  • 10. “ ”
  • 11. While some ad formats generally perform badly all round, some ad formats lend themselves for particular app types.
  • 12. $ ? !
  • 13. 1. Everyone hates loves the Marketing guy don't they? 2. Everyone's under pressure to make an impression and you'll see plenty of sites out their promising eCPMs over $30, in some cases even over $100! 3. While eCPMs over $30 is certainly possible in some cases, the volume of impressions is usually so low that it's not even worth mentioning.
  • 14.
  • 15. A typical ad network will take a minimum of 40% cut. With some apps earning millions of dollars every month, wouldn't you rather keep all the revenue to yourself? A few options to avoid commissions: •Direct deals. •Cluster Deals. •Commission-free network.
  • 16. '
  • 17. Not all networks are the same and you could find eCPMs vary greatly from network to network. Connecting to one network means you'll only ever be tied to the best performance of that network.
  • 18. ? !
  • 19. If the ad network you go through is transparent and lets you see which apps are providing you traffic plus the performance on those individual apps, you'll find some apps perform better than others.
  • 20. It sounds too simple to work but it does.
  • 21. • Think recommendations. Not ads • Everyone's a loser with banner ads. Ditch them • We love app lists. Average eCPMs over $4.50 • Choose networks that make realistic claims • Cut out any middleman fees • Reduce the number of redirects ads go through before they're served in your app • Mix and match the right ad formats for your App • Connect to multiple networks and focus on best performers • Block poorly performing apps • Simply ask for better terms …
  • 22. Exchanger Success Story Dragon Kingdom Goal: Accelerate user adoption through install exchange.
  • 23. 37,000 free installs Timeline: from signup to free users in 72 hours 385% DAU increase
  • 24. chrishanage@papayamobile.com @chrishanage @PapayaMobile : ?
  • 25. iphone screen Ads triggers when press any button at the homepage. AppFlood ads displays when press back button. Candy star 1,000,000 - 5,000,000 downloads in Google Play AppFlood ads displays when level up.