Building a business on mobile apps (Anna Yaschenko, Google)
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Из доклада вы узнаете больше о возможностях AdMob, о том, чего хотят рекламодатели и как на этом заработать ...

Из доклада вы узнаете больше о возможностях AdMob, о том, чего хотят рекламодатели и как на этом заработать разработчику. Зачем продвигать приложение и как продвижение влияет на количество денег. Как спланировать и измерить доход от рекламы в приложении.

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Building a business on mobile apps (Anna Yaschenko, Google) Presentation Transcript

  • 1. BUILDING A BUSINESS ONMOBILE APPSAnna YashchenkoAdMob by Google
  • 2. 850K Android Devices activated dailySource: Apple, Google data, April 2011
  • 3. 125 years of Angry Birds played every day 600 million mobile playbacks every day on YouTubeSource: Nielsen June 2010, Rovio December 2010, YouTube Internal Data 2010
  • 4. Jan-10 through Mar-12Source: AdMob Network Data
  • 5. App and site use is exploding in Russia Ad requests 1,5 bn 40 m Jan-10 Jan-2010 Jan-11 Jan-2012Source: AdMob network data, August 2010 & 2012
  • 6. “Hockey stick” growth in ad requests AdMob Network Ad Requests RussiaSource: AdMob Network Data, March – August 2011
  • 7. … but growth driven from high end devices AdMob Network Ad Requests Russia iPhone + AndroidSource: AdMob Network Data, March – August 2011
  • 8. … and tablets are just starting to take off AdMob Network Ad Requests Russia iPad !"#$ %&$ ()"$ *+,$ -).$ /+0$Source: AdMob Network Data, March – August 2011
  • 9. How Much Are Developers making? We quickly discovered that ads were bringing in the majority of the revenue Guilherme Schvartsman Founder & CEO of Best, Cool & Fun Games Results 20M users Drove 45% of Ant 70% of revenue derived Smasher downloads with from ads through AdMob advertising on AdMob
  • 10. YOU
  • 11. Promote Earn Measure
  • 12. PROMOTE
  • 13. Ways to get discovered •  Build a brand – app description and icon matter •  Go social – leverage your social circles •  Advertise – free vs. paid
  • 14. 400,000+ apps in the store
  • 15. Advertise within other apps to get discovered
  • 16. Increased ranking means more “discoverability”
  • 17. Jumpstart your user base with paid advertisingActiveUsers Time
  • 18. Jumpstart your user base with paid advertisingActiveUsers Time
  • 19. More than one app? Use house ads for freeadvertising
  • 20. Jumpstart your user base with house ads App AActiveUsers Time
  • 21. Jumpstart your user base with house ads App B App AActiveUsers Time
  • 22. Jumpstart your user base with house ads App BActiveUsers App A Time
  • 23. EARN
  • 24. Many ways to earn money Paid downloads Freemium User pays a fee User pays for additional to download functionality In-app purchase Advertising User purchases goods User clicks on ads within the app
  • 25. Advertisers are spending to reach their audience in apps Developers earning over $100K / year has quadrupled since 2009
  • 26. Earning money with mobile advertisingUser launches User clicks on ad You get paid for your app. placed in your app. each click.
  • 27. Advertising math 101 $0.10 cost per click (CPC) 120,000 100,000 ad requests impressions 1,500 clicks 100,000 Fill rate 83.3% 120,000 1,500 Click-through rate (CTR) 1.5% 100,000 Revenue 1,500 x $0.10 $150 $150 х 1000 eCPM $1.50 100,000
  • 28. Network fluctuations
  • 29. RPM varies across networks
  • 30. Mediation reduces RPM fluctuations andmaximizes revenue 3
  • 31. Mediation enables multiple ad networks Ad network A Ad network B Mediation Ad network C 3
  • 32. MEASURE
  • 33. It’s easy to measure downloads Download data and statistics are readily available in most marketplaces
  • 34. But what are my users doing? Potential Customers Active Customers
  • 35. And where are downloads coming from? Potential Customers Active Customers
  • 36. Analytics helps you make critical decisions•  Extend to a new platform?•  Acquire more users?•  Change my business model?•  Retire unused features?•  Develop a new app?
  • 37. Get started with AdMob by Google Promote Earn Measure•  Drive downloads with •  Monetize with •  Track performance paid advertising AdMob ad network with Analytics•  Cross-sell with house •  Consider ads freemium, in-app purchases, etc.
  • 38. The Guide to the App Galaxy To learn about mobile advertising, monetization and measurement visit: www.guidetotheappgalaxy.com
  • 39. THANK YOU!www.admob.com