Bad News =Bad News =eCPMs 5x Lower on Mobile than DesktopeCPMs 5x Lower on Mobile than Desktop Bad News Effective CPM, Desktop Internet* vs. Mobile Internet** Effective CPM, Desktop Internet* vs. Mobile Internet** Desktop Internet* $3.50 DesktopInternet** Mobile Internet* $0.75 $3.50 Mobile Internet** $0.75 Mobile eCPM by Category Mobile banners are in Mobile eCPM by Category general not effective Weather $1.24 Weather Education $1.24 $1.17 Education Lifestyle $1.17 $0.89 Lifestyle Utilities $0.89 $0.68 Utilities Health & Fitness $0.68 $0.68 Health & Fitness Entertainment $0.68 $0.68 Entertainment Medical $0.68 $0.63 Medical Reference $0.63 $0.55 Reference Games $0.55 $0.51 Games Navigation $0.51 $0.49 Navigation $0.49 $- $1 $2 $3 $4 $- $1 $2 $3 $4 Note: * Desktop Internet is a weighted average CPM calculation based on comScore Display ad share data and Vivaki CPM by category data as of Q3:11. **Mobile Internet is a simple average eCPM calculation based on Mobclix Exchange USA data as of 3/12. 19 Note: * Desktop Internet is a weighted average CPM calculation based on comScore Display ad share data and Vivaki CPM by category data as of Q3:11. **Mobile Internet is a simple average eCPM calculation based on Mobclix Exchange Mary data as of 3/12. May19 Source: USA Meeker, KPCB, 2012
Banner Ads on Mobile Don’t Work.Not the same as on the desktop
The problem isn’t mobile. The problem is from moving whatworked on the desktop and thinking it would work the same on mobile.
What are Virtual Goods?• Items (poker chips, weapons, hints, too ls) used INSIDE a game that gives the player an advantage (more playtime, more lives).• Game developers sell these virtual things for real money.• People will do a lot for “Free.”
Game players may or may not be Game Developers KNOW game players interested in this offer. want these items. (They’d want it more if it was free.)
Game Developers WANT their users to have virtual goods: – They improve retention and engagement – They don’t take users out of the game experience or clutter the game’s creative.
GPS = Verified ROI• Produces actionable analytics— – Know exactly how many times a msg has been seen and when, and how often it converts to a store visit. – Analytics: Store foot-fall, the time between presentation and arrival, starting location, the distance traveled, store destination, return visits