Google Confidential and Proprietary
Возможности увеличения
доходности приложений с Google
Antonina Goncharova
Natalia Vazi...
Google Confidential and Proprietary
95%
Google Confidential and Proprietary
They Are Using 1 to 5 Apps Daily
Google Confidential and Proprietary
And They Are Ruthless
Google Confidential and Proprietary
Time to Drive Revenue
Google Confidential and Proprietary
There are many ways to monetize
Freemium
User pays for
additional
functionality
In-app...
Google Confidential and Proprietary
Maximizing
ad revenue
Growing IAP
revenue
Understanding
your audience
Google Confidential and Proprietary
Build an Ad Strategy From the Start
Google Confidential and Proprietary
eCPM grows by 300% during the past one year
Seasonality
New AdMob
Launch
Interstitials...
Google Confidential and Proprietary
+3.5 billion ad requests received by
AdMob every day
+350 million of connected mobile
...
Google Confidential and Proprietary
High
fill-rates
Many platforms Lots of Google advertisers
+ =
AdMob’s unmatched global...
Google Confidential and Proprietary
IDFA = Identifier for Advertising
● user resettable and out optable identifier
● basis...
Google Confidential and Proprietary
Google Mobile Ads SDK for Android
What is it?
The Google Mobile Ads SDK for Android is...
Google Confidential and Proprietary
Optimize Your Advertising Strategy
Improve the user
experience for free ad-
supported ...
Google Confidential and Proprietary
“Smart” detection of device
width and orientation
consistently deliver ads that
fit
Sm...
Google Confidential and Proprietary
App Promotions Interstitials
Google Confidential and Proprietary
MediationManage traffic from many ad networks
Google Confidential and Proprietary
Ad network
C
Ad networkB
Mediation
Download our free game!
Manage traffic from many ad...
Google Confidential and Proprietary
You won’t maximize your revenue unless you
monitor and act on the rise and fall of eac...
Google Confidential and Proprietary
Understand and Analyze Your Users
Google Confidential and Proprietary
Google Analytics in AdMob
Google Confidential and Proprietary
Seamlessly integrated reporting
Google Confidential and Proprietary
“Only 5% of our
users buy IAP”
2-6% of mobile users drive 95% of IAP purchase value
Ki...
Google Confidential and Proprietary
Failed at
level 10…
5x 10x 15x
Take action
before they
abandon
your game
Audience segm...
Google Confidential and Proprietary
Didn’t make
it past level
10
0
1
0
2
0
3
0
4
0
5
0
6
0
7
0
8
0
9
1
0
Played the game
i...
Google Confidential and Proprietary
Adapted strategy (step 2): Identify your user segments
?
Google Confidential and Proprietary
Adapted strategy (step 3): Convert users
User plays User fails Sell item
Google Confidential and Proprietary
Adapted strategy ( step 4): monetise non-premium users
User plays User fails Show ad
Google Confidential and Proprietary
Make The First Move to Advanced solutions
Google Confidential and Proprietary
Pure Play App Publishers
● In app purchases
● Analytics / segmentation
● App promotion...
Google Confidential and Proprietary
Third party sales Third party sales
Networks
Launch Growth Maturity
Direct Sales
Netwo...
Google Confidential and Proprietary
3. Small - Medium
Pure Play
App Publishers
1. Traditional
Publishers
With Apps
2. Larg...
Google Confidential and Proprietary
Ad Serving Yield Management Google DemandScreens
Web
Mobile Web
Mobile Apps
Google Confidential and Proprietary
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Наталья Вазиленко

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Наталья Вазиленко

  1. 1. Google Confidential and Proprietary Возможности увеличения доходности приложений с Google Antonina Goncharova Natalia Vazilenko Greg Ivanov
  2. 2. Google Confidential and Proprietary 95%
  3. 3. Google Confidential and Proprietary They Are Using 1 to 5 Apps Daily
  4. 4. Google Confidential and Proprietary And They Are Ruthless
  5. 5. Google Confidential and Proprietary Time to Drive Revenue
  6. 6. Google Confidential and Proprietary There are many ways to monetize Freemium User pays for additional functionality In-app purchase User purchases digital goods within the app Paid downloads User pays a fee to download Advertising User clicks on ads
  7. 7. Google Confidential and Proprietary Maximizing ad revenue Growing IAP revenue Understanding your audience
  8. 8. Google Confidential and Proprietary Build an Ad Strategy From the Start
  9. 9. Google Confidential and Proprietary eCPM grows by 300% during the past one year Seasonality New AdMob Launch Interstitials Ads Expansion eCPM Floor Launch eCPM = Effective Cost Per Thousand Impressions eCPM Time Ad Network A
  10. 10. Google Confidential and Proprietary +3.5 billion ad requests received by AdMob every day +350 million of connected mobile devices +300k applications connected to AdMob Why work with Google?
  11. 11. Google Confidential and Proprietary High fill-rates Many platforms Lots of Google advertisers + = AdMob’s unmatched global reach and scale
  12. 12. Google Confidential and Proprietary IDFA = Identifier for Advertising ● user resettable and out optable identifier ● basis for targeting, tracking etc. ● passed since Google Mobile Ads SDK for iOS v.6.5 ( 07/2013) Android Ad ID (AAID) ● user resettable, and out opt-able identifier ● basis for targeting, tracking etc. ● passed since Google Play SDK version 4.1 (01/2014) Having updated SDKs that use IDs is critical to getting RTB spend! Tracking on mobile apps
  13. 13. Google Confidential and Proprietary Google Mobile Ads SDK for Android What is it? The Google Mobile Ads SDK for Android is available to developers through Google Play services. What are the most important benefits? • Auto-updating for developers: users will receive new updates to the Google Mobile Ads SDK without the developer having to release a new version of the app. • User segmentation with IDFA • Higher eCPMs and Fill Rate
  14. 14. Google Confidential and Proprietary Optimize Your Advertising Strategy Improve the user experience for free ad- supported apps by respecting consumers’ ad- preferences
  15. 15. Google Confidential and Proprietary “Smart” detection of device width and orientation consistently deliver ads that fit Smart Banners
  16. 16. Google Confidential and Proprietary App Promotions Interstitials
  17. 17. Google Confidential and Proprietary MediationManage traffic from many ad networks
  18. 18. Google Confidential and Proprietary Ad network C Ad networkB Mediation Download our free game! Manage traffic from many ad networks
  19. 19. Google Confidential and Proprietary You won’t maximize your revenue unless you monitor and act on the rise and fall of each network’s CPM Network 1 Network 2 Network 3 Network 4 Network 5 Manage traffic from many ad networks
  20. 20. Google Confidential and Proprietary Understand and Analyze Your Users
  21. 21. Google Confidential and Proprietary Google Analytics in AdMob
  22. 22. Google Confidential and Proprietary Seamlessly integrated reporting
  23. 23. Google Confidential and Proprietary “Only 5% of our users buy IAP” 2-6% of mobile users drive 95% of IAP purchase value Killer Whales 1% mobile gamers Spend >$50 per month 700k NA gamers Avg. Month Spend. $68.27 Whales (including Killer Whales) 3% mobile gamers Spend $25 - $49.99per month 2.5MM NA gamers Avg. Month Spend. $29.37 Dolphins 16% mobile gamers Spend $5 - $24.99 per month 14.3MM NA gamers Avg. Month Spend. $8.15 Non-payers 37% mobile gamers Spend $0 per month 31.3MM NA gamers Minnows 43% mobile gamers Spend $0.01 - $4.99 per month 35.3MM NA gamers Avg. Month Spend. $20.94 Mobilespendpermonth($) Percentage of Mobile Games Mobile spending is based on a power curve in which a small percentage of hardcore consumers spend exponentially more money than others. Audience segmentation
  24. 24. Google Confidential and Proprietary Failed at level 10… 5x 10x 15x Take action before they abandon your game Audience segmentation
  25. 25. Google Confidential and Proprietary Didn’t make it past level 10 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 1 0 Played the game in the last 24 hours Paid for an item in your game previously Adapted strategy (step 1): Find premium users
  26. 26. Google Confidential and Proprietary Adapted strategy (step 2): Identify your user segments ?
  27. 27. Google Confidential and Proprietary Adapted strategy (step 3): Convert users User plays User fails Sell item
  28. 28. Google Confidential and Proprietary Adapted strategy ( step 4): monetise non-premium users User plays User fails Show ad
  29. 29. Google Confidential and Proprietary Make The First Move to Advanced solutions
  30. 30. Google Confidential and Proprietary Pure Play App Publishers ● In app purchases ● Analytics / segmentation ● App promotion Traditional App Publishers ● Contextual targeting for display ads ● Unified web / app trafficking Consider your business model
  31. 31. Google Confidential and Proprietary Third party sales Third party sales Networks Launch Growth Maturity Direct Sales Network Networks RTB Mediation Life-cycle of the monetisation strategy
  32. 32. Google Confidential and Proprietary 3. Small - Medium Pure Play App Publishers 1. Traditional Publishers With Apps 2. Large Pure Play App Publishers Developer-Facing Solution: Realign and Focus
  33. 33. Google Confidential and Proprietary Ad Serving Yield Management Google DemandScreens Web Mobile Web Mobile Apps
  34. 34. Google Confidential and Proprietary
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