In mobi developer_presentation

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This presentation talks about how mobile app developer can make money.

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In mobi developer_presentation

  1. 1. World’s Largest Independent Mobile Ad Network The Economics of Building an Advertising Supported App Business8/22/2011 1
  2. 2. We’re a Global Mobile Display Ad Network• 4 years of mobile expertise • 6 regional office and 6 additional sales offices• 10,000+ Publisher and Advertisers • Top talent from Google, Yahoo & Amazon• 36+ Billion monthly impressions • 225+ countries London San Francisco Berlin Chicago New York Tokyo Mumbai Bangalore Nairobi Singapore Johannesburg Sydney
  3. 3. A Selection of Publishers
  4. 4. A Selection of Advertisers
  5. 5. Mobile App Landscape 400K+ Apps in iTunes Market dynamics change daily and hourly Highly competitive8/22/2011 5
  6. 6. Tablets - The New Opportunity • iPad and Tablets are creating new markets • Mobile eco-system is still emerging • Top apps are worth millions of dollars Needham’s Charlie Wolf, raised his 2011 iPad sales forecast to 30 million. Total iOS installed base 160+ mn. Total Android installed base 150+ mn.8/22/2011 6
  7. 7. Revenue Models: Overview There are four ways to make money Paid Downloads Sponsorship Advertising In App Purchase Each has strengths and weaknesses Some models are more appropriate than others8/22/2011 7
  8. 8. Revenue Models: Paid Download • Strength: Works best with gaming and utilities • Weakness: Promotion is difficult Tiny Wings Words with Friends Examples Fruit Ninja8/22/2011 8
  9. 9. Revenue Models: Sponsorship • Strength: Great for niche apps • Weakness: Not scalable The Onion Red Bull Examples Walgreens8/22/2011 9
  10. 10. Revenue Models: In App Purchase • Strength: Requires loyal repeat usage • Weakness: Difficult to achieve app loyalty Ebay Tap Zoo Examples Eliminate Farmville8/22/2011 10
  11. 11. Revenue Models: Advertising • Strength: Can drive more revenue than paid • Weakness: Requires large installed base Photobucket Moco Space Examples Shotgun8/22/2011 11
  12. 12. App Monetization Matrix Recommended models by category Gaming Specialty Community Utility Paid Download Advertising Sponsor In App Purchase8/22/2011 12
  13. 13. Try Combining Models • Experiment. • Take advantage of global markets • Mix models depending on stage of evolution. Introduction Growth Maturity Decline 1 2 3 48/22/2011 13
  14. 14. Build a Business not Apps • Build portfolio of apps • Create synergy between apps • Build brand • Variable pricing • Develop quality content • Take maximum advantages of social channels • Exploit global nature of app market8/22/2011 14
  15. 15. The Mobile Ad Opportunity• A $1 Billion market in the U.S. today• Globally it’s expected to exceed $20 B in 20138/22/2011 15
  16. 16. The Ad Network Concept Advertiser A Advertiser B Advertiser C Advertiser D Ad Network Publisher A Publisher B Publisher C Publisher D8/22/2011 16
  17. 17. How to Pick a Network Some important questions to consider: • In what regions are you trying to monetize? • What platform are you developing for? • Type of content games, music, cars? • Is a third party platform right for you?8/22/2011 17
  18. 18. How Publishers Make Money Ad Network Impression Fill Rate CPC CTR Revenue8/22/2011 18
  19. 19. Tips and Tricks • Experiment with ad placement and format • Use data to improve performance • Use multiple ad networks • Create your own mediation layer • Develop directly for ad verticals (cars, travel, finance, etc.) • Test everything • Iterate often8/22/2011 19
  20. 20. Think Globally8/22/2011 20
  21. 21. Think Globally eCPMs vary globally but not by a big margin 129 125 Index by region Sourced from our Network 101 90 70 Europe North America Asia (Excl. China Middle East Africa and Japan)8/22/2011 21
  22. 22. eCPMs Top 20 Countries Country Index Range Rank Country Index Range Rank Australia > 150 1 UAE 120 to 149 11 Malaysia > 150 2 Sweden 120 to 149 12 Ireland > 150 3 Norway 120 to 149 13 Thailand > 150 4 Germany 120 to 149 14 South Africa > 150 5 Singapore 120 to 149 15 Russian Federation > 150 6 Saudi Arabia 80 to 120 16 New Zealand > 150 7 Brazil 80 to 120 17 United Kingdom > 150 8 France 80 to 120 18 Italy > 150 9 Spain 80 to 120 19 USA > 150 10 Jordan 80 to 120 208/22/2011 22
  23. 23. Compatibility We are 100% compatible with: With InMobi you get both reach and impact.
  24. 24. Froggy Jump Case Study Invictus Games Sees eCPMs as High as $5.99 for iPhone Game With InMobi8/22/2011 24
  25. 25. Shotgun Free Case Study Inedible’s Shotgun Free iPhone App Triples International eCPMs With InMobi8/22/2011 25
  26. 26. Key Messages• Think globally• Build a sustainable business• Test and experiment• Optimize based on data• Have fun!8/22/2011 27
  27. 27. Thank You For a copy of this presentation please write to me kk@inmobi.com8/22/2011 28

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