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Momo Shanghai   Sept 21 2009   Admob
 

Momo Shanghai Sept 21 2009 Admob

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mobilemonday event on sept 21 on mobile advertising.

mobilemonday event on sept 21 on mobile advertising.
presenter: Jeff Merkel, EVP Asia, Admob

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    Momo Shanghai   Sept 21 2009   Admob Momo Shanghai Sept 21 2009 Admob Presentation Transcript

    • Discovery, branding, and monetization on the mobile web. Jeff Merkel VP & Managing Director, APLA jeff@admob.com
    • Topics •  AdMob Overview / Demo •  Key considerations to Acquire & Monetize Users •  iPhone / iPod Touch / Android Usage •  Q&A ©2009 AdMob, Inc. Confidential & Proprietary
    • AdMob Overview •  Largest Mobile Ad Network Globally 100+ billion ads served since inception, 8 billion/month across 160 countries •  Leading Technology Platform Brand/Performance Advertising (CPM/CPC), Analytics, Mobile Metrics, AdMob for Search •  Partnerships 7,000+ mobile sites 3,000+ iPhone & Android applications •  Company Headquartered in San Mateo, California. Offices in New York, Los Angeles, Chicago, London, Munich, Mumbai, & Singapore ©2009 AdMob, Inc. Confidential & Proprietary
    • Worldwide Handset Data ©2009 AdMob, Inc. Confidential & Proprietary
    • Sample Sites & Apps in the AdMob Network Entertainment News & Weather 2009 AdMob, Inc. Confidential & Proprietary
    • Sample Sites & Apps in the AdMob Network Sports Top iPhone Apps Innovative Mobile Content Big Oven i.TV Plusmo Pro Football SportsTap Forex Sportstacular Weatherbug PhoneFlix Flixster 2009 AdMob, Inc. Confidential & Proprietary
    • admob.com now available in 9 languages… ©2009 AdMob, Inc. Confidential & Proprietary
    • So why are advertisers now paying attention?
    • AdMob for iPhone: Web Action Jaguar Banner Ad from Launches Jaguar’s iPhone-specific site 2009 AdMob, Inc. Confidential & Proprietary
    • AdMob for iPhone: App Store Loopt
Text
&
Tile
Ad
from
 Opens
the
Apple
App
Store
 Users
can
immediately
 AdMob
for
iPhone
 directly
to
the
Loopt
App
 download
the
Loopt
App
 2009 AdMob, Inc. Confidential & Proprietary
    • AdMob for iPhone, Canvas Users can watch the movie preview Mummy Movie Banner Ad Expandable Canvas offers from AdMob for iPhone custom engagement actions or check showtimes 2009 AdMob, Inc. Confidential & Proprietary
    • AdMob for iPhone: Video Action Opens YouTube & immediately plays a video Love Guru Banner Ad from AdMob for iPhone 2009 AdMob, Inc. Confidential & Proprietary
    • AdMob for iPhone: Audio Action S>tcher
Radio
Text
&
Tile
Ad
 Launches
media
player
to
 from
AdMob
for
iPhone
 play
audio
file
 2009 AdMob, Inc. Confidential & Proprietary
    • Mobile Social Canvas Ad Unit ©2009 AdMob, Inc. Confidential & Proprietary
    • Search Ad Unit ©2009 AdMob, Inc. Confidential & Proprietary
    • AdMob for iPhone: Maps Action Call or get directions to the Best Buy Banner Ad Opens Google Maps location 2009 AdMob, Inc. Confidential & Proprietary
    • Advertisers Spending on Mobile Across Verticals Consumer Products Financial Movies, TV & Games Mobile Travel Auto Retail Internet 2009 AdMob, Inc. Confidential & Proprietary
    • So how do I grow my mobile presence?
    • Growing your Mobile Property, Understanding App Store Dynamics •  Consumer discovery is difficult with >65,000 apps in the App Store •  Most users discover apps by browsing the Top 25 or the Most Popular Apps by Category •  App Store rankings are based on the total number of downloads over a short period of time (~24hrs) •  Getting ranked is critical to the success of your app and the only way users will download your app in large numbers •  Key Metrics: Top 25 Overall, Top 25 and Top 50 in Category ©2009 AdMob, Inc. Confidential & Proprietary
    • Advertising on the iPhone is most effective and measurable way to drive downloads of your app For comparison, the term “iPhone App” costs over $0.70 per click on Google AdWords. AdMob CPC’s averages about $0.12 for the US market!! 2009 AdMob, Inc. Confidential & Proprietary
    • Almost all searching/browsing for apps is done directly on the mobile device, you cannot rely on your offline media alone Where
do
you
usually
search
or
browse
for
apps?
 %
of
respondents
 100%
 3%
 9%
 8%
 80%
 60%
 97%
 92%
 91%
 On
my
computer
 40%
 On
my
Android/
 iPhone/iPod
 20%
 touch
 0%
 Android
 iPhone
 iPod
touch
 Note:
Ques>on
only
asked
of
respondents
who
selected
“Searching
for
a
specific
type
of
 app”
or
“Browsing
through
top
Android
Market/App
Store
rankings”
in
previous
ques>on
 Visit
hXp://metrics.admob.com
 5

    • Users most often discover apps by browsing the Market/Store and searching directly How
do
you
discover
the
apps
you
decide
to
download?
(select
all
that
apply)
 %
of
respondents
 70%
 65
 59
62
 60%
 56
 51
 50%
 43
 40%
 38
 32
 30
 30%
 27
 25
 20
 20
 Android
 20%
 15
 14
15
 16
17
 13
 iPhone
 8
 10%
 6
 iPod
touch
 0%
 Visit
hXp://metrics.admob.com
 4

    • Focus Advertising At Launch or Re-Launch/Update Sample Media Plan •  Combine all marketing efforts to Phase 1: Boost Ranking drive the maximum number of $40K over 4 days downloads in the shortest CPC: $0.12 period of time Clicks: 333,333 Impressions: ~ 33m •  Once app is ranked, continue to Downloads: ~30,000 spend at a lower level to sustain ranking Phase 2: Sustain Ranking $25K over 4 weeks •  Track cost per download and CPC: $0.12 monitor conversion rates to Clicks: 208,000 optimize your campaigns Impressions: ~20 m Downloads: ~16,000 Higher rank  greater visibility  exponential increase in downloads ©2009 AdMob, Inc. Confidential & Proprietary
    • Case Study: Advertising to reinvigorate ranking •  Music application launched in Nov 2008 •  100,000 total downloads, although new users had slowed to ~100 per day •  Advertising over 3 days increased user base by 10%, continue to see organic growth Advertising ©2009 AdMob, Inc. Confidential & Proprietary
    • Reporting allows you to optimize your campaign in flight •  View clicks, conversion rate, and downloads •  Test different ad copy and compare performance •  Target different geographies or iPhone / iPod touch separately ©2009 AdMob, Inc. Confidential & Proprietary
    • Apples & Androids?
    • Enhanced Device Platforms iPhone/iPod Touch Android RIM/Blackberry WAP/Other ©2009 AdMob, Inc. Confidential & Proprietary
    • Summary of app download habits by platform Average
number
of
apps
 downloaded
per
user
per
month
 20
 18.4
 2.0
 15
 10.2
 10
 9.1
 1.0
 2.6
 16.4
 5
 Paid
 8.1
 7.6
 Free
 0
 Android
 iPhone
 iPod
touch
 Visit
hXp://metrics.admob.com
 10

    • Android and iPhone users spend ~80-90 minutes/day using apps; iPod touch users spend a half hour more How
much
;me
do
you
spend
using
apps
on
an
average
day?
 %
of
respondents
 100%
 14%
 11%
 21%
 9%
 10%
 80%
 16%
 20%
 15%
 60%
 21%
 25%
 22%
 More
than
4
hours
 40%
 2
‐
4
hours
 18%
 1
‐
2
hours
 24%
 22%
 30
minutes
‐
1
hour
 20%
 15
‐
30
minutes
 18%
 Under
15
minutes
 13%
 16%
 8%
 0%
 Android
 iPhone
 iPod
touch
 Weighted
average
 88
minutes
 84
minutes
 121
minutes
 user
7me
per
day
 (1.5
hours)
 (1.4
hours)
 (2.0
hours)
 Note:
Weighted
averages
calculated
using
midpoint
of
each
>me
segment.
7.5
minutes
assumed
 for
“Under
15
minutes”
segment;
5
hours
assumed
for
“More
than
4
hours”
segment
 Visit
hXp://metrics.admob.com
 6

    • iPod touch users download twice as many free apps as iPhone and Android users How
many
free
apps
do
you
download
in
an
average
month?
 %
of
respondents
 100%
 9%
 8%
 3%
 3%
 22%
 9%
 80%
 15%
 6%
 19%
 19%
 14%
 60%
 More
than
20
 22%
 16
‐
20
 30%
 40%
 27%
 11
‐
15
 7
‐
10
 18%
 4
‐
6
 20%
 24%
 28%
 1
‐
3
 16%
 0
 0%
 4%
 2%
 1%
 Android
 iPhone
 iPod
touch
 Weighted
average
#
 8.1
 7.6
 16.4
 of
free
apps
per
user
 Note:
Weighted
averages
calculated
using
midpoint
of
each
 segment.
25
apps
assumed
for
“More
than
20”
segment
 Visit
hXp://metrics.admob.com
 8

    • iPhone and iPod touch users download twice as many paid apps as Android users on average How
many
paid
apps
do
you
download
in
an
average
month?
 %
of
respondents
 100%
 1%
 3%
 5%
 4%
 12%
 10%
 More
than
20
 11%
 80%
 16‐20
 23%
 26%
 11
‐
15
 29%
 60%
 7‐10
 81%
of
Android
 users
have
never
 4‐6
 34%
 downloaded
or
 40%
 rarely
download
 27%
 1‐3
 paid
apps
 55%
 I
rarely
download
paid
apps
 20%
 23%
 26%
 I
have
never
downloaded
a
 paid
app
 0%
 Android
 iPhone
 iPod
touch
 Weighted
average
#
 1.0
 2.6
 2.0
 of
paid
apps
per
user
 Note:
Weighted
averages
calculated
using
midpoint
of
each
segment.
0
apps
used
for
“I
have
never
downloaded
a
 paid
app”
and
“I
rarely
download
paid
apps”
segments.
25
apps
assumed
for
“More
than
20”
segment
 Visit
hXp://metrics.admob.com
 9

    • Users who do purchase paid apps download similar quantities across platforms Average
number
of
paid
apps
downloaded
per
month
 by
users
who
download
1
or
more
paid
apps
per
month
 6
 5.4
 5.1
 5.1
 4
 2
 0
 Android
 iPhone
 iPod
touch
 Visit
hXp://metrics.admob.com
 14

    • Purchasers of paid apps spend similar amounts per month across platforms In
total,
how
much
do
you
spend
on
paid
apps
in
an
average
month?
 %
of
respondents
who
 purchase
paid
apps
 100%
 6%
 5%
 8%
 1%
 5%
 4%
 17%
 80%
 19%
 19%
 60%
 29%
 18%
 27%
 More
than
$30
 40%
 $21
‐
$30
 $11
‐
$20
 47%
 51%
 20%
 44%
 $6
‐
$10
 $1
‐
$5
 0%
 Android
 iPhone
 iPod
touch
 Weighted
average
amount
 $8.63
 $9.49
 $9.79
 spent
on
apps
per
month
 Note:
Ques>on
only
asked
of
respondents
who
indicated
that
they
purchase
1
or
more
paid
apps
per
month.
 Weighted
averages
calculated
using
midpoint
of
each
segment.
$35
assumed
for
“More
than
$30”
segment
 Visit
hXp://metrics.admob.com
 15

    • Thank you. Jeff Merkel VP & Managing Director, APLA jeff@admob.com Lichi Wu APAC Account Manager lichi@admob.com