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Creative Mobile: "Story of our startup and monetization models. Monetizing your apps with ads."

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  • 1. Story of our startup and monetization models. Monetizing your apps with ads Marianna Krjakvina CMOMobile Monday Estonia, 11 March 2013
  • 2.  Mobile OS market in 2010  Android market:  100 000 apps  15 mln users  13 000 games Data: http://www.gartner.com/newsroom/id/1434613Mobile Monday Estonia, 11 March 2013
  • 3.  Basketball  Overkill: Shots 3D Space ShooterMobile Monday Estonia, 11 March 2013
  • 4.  Basketball  Overkill: Shots 3D Space Shooter Free app, ad supported Demo (lite) version (Google AdMob) + + Full version for $1,99 Paid app, ad free $1,99Mobile Monday Estonia, 11 March 2013
  • 5. Business model:  Free to play  Ad supported (AdMob) Strategy:  Get to the new category on Android Market: RacingMobile Monday Estonia, 11 March 2013
  • 6.  Over 80 mln app Platforms: installs  Android (April 2011)  1 mln DAU  iOS (October 2011)  1,5 mln Facebook fans  Windows Phone 8 (coming in April 2013)  Core markets: US, Russia, Germany, Brazil, Malaysia, UKMobile Monday Estonia, 11 March 2013
  • 7.  2011  2013Mobile Monday Estonia, 11 March 2013
  • 8. 1. 30 seconds to learn how to play 2. Easy to play, hard to master 3. Development never stops 4. Build the communityMobile Monday Estonia, 11 March 2013
  • 9.  Released: April 2012 – Android December 2012 - iOS  Basic metrics (Feb 2013):  15 mln lifetime installs  200 000 DAU  2,3 mln MAU  16 mln sessions played monthlyMobile Monday Estonia, 11 March 2013
  • 10. Android iOS  IAP  IAP  Full-screen ads  Full-screen ads  Incentivized ads  Banner ads Interstitials Interstitials Banners 13% 10% 7% Incentivized 12% IAP 75% IAP 83%Mobile Monday Estonia, 11 March 2013
  • 11.  Google AdMob  Apple iAd  Millenial MediaMobile Monday Estonia, 11 March 2013
  • 12.  eCPM = $0,30 -$1  Advantages: huge inventory. Ads from Google cover all geographic regions. Shows targeted ads.  Disadvantages: Low CTR. Publishers can’t moderate content of ads.Mobile Monday Estonia, 11 March 2013
  • 13.  eCPM = $0,30 -$1  Advantages: always shows targeted ads containing relevant content. Higher CTR and publishers revenue.  Disadvantages: smaller ad inventory. Covers only core regions. Promotes competitive applications.Mobile Monday Estonia, 11 March 2013
  • 14.  eCPM = $0,50-5  Advantages: Variety of sizes and placements. Brand engagement advertising. High CTR.  Works on all mobile and web platforms.  Disadvantages: smaller ad inventory.Mobile Monday Estonia, 11 March 2013
  • 15.  Chartboost  Millenial Media  RevMob  GreystripeMobile Monday Estonia, 11 March 2013
  • 16.  eCPM = $3-7  Full screen ads. Works on both CPC and CPI model. Publisher gets 70% from every deal.  Opportunity to get Direct Deals (no fee)  Free cross-promote tool for your apps.Mobile Monday Estonia, 11 March 2013
  • 17.  Offerwalls allow users to get premium/bonus items in the game for free for completing the offer.  Revenue for completed offer $0.10 iOS $0.30 AndroidMobile Monday Estonia, 11 March 2013
  • 18. Providers:  Advantages: monetizes non-paying users  Sponsor Pay  Flurry  Disadvantages:  RadiumOne cannibalizes IAP  TapJoy  SupersonicAdsMobile Monday Estonia, 11 March 2013
  • 19.  Combine different ad sources to maximize revenues.  Prioritize ads with higher CTR  Place the ad so all your users could see it  Show ads when your user is happy =)Mobile Monday Estonia, 11 March 2013
  • 20. Mobile Monday Estonia, 11 March 2013 Marianna Krjakvina CMO marianna@creative-mobile.com