Mobile Trends & Advertising
Noam Yasour
December 2011
Mobile is Big and getting even Bigger
It’s an App World..
And its also a FREE one
Freemium is on the rise, as the
competition for attention increases
iOS is still #1, but WP7 is moving up
iOS is still more attractive. Why?
Total Revenues per App Store
Also on a user basis..
101 Mobile Advertising
Size Does Matter
Media Time vs. Ad Spent is still out of
proportion
Source: KPCB – Internet Trends 2011
But What Formats?
If everyone are doing it…
3 Main Business Models
• CPC – Cost Per Click (eCPM $1 - $5 USD)
• CPM – Cost Per Mil (eCPM $2 - $10 USD)
• CPI – Cost per...
CPC - The Basics
• Ad Requests –
– MAU x No. of Sessions x Session Duration / Ad Duration (over simplified version)
• Ad I...
Incentivized Advertising
Incentivized Clips
Offerwall
CPI & Interstitials
Who Should I work with???
Mobile Ad Networks
Yield Optimizers
Incentivized Advertising
Mediation Platforms
One Platform to Rule Them All
1. App Makes
an Ad Call
Mediation Platforms
2. Mediation chooses best
ad network
3. Ad Netwo...
Golden Rules of Mobile Ads
1. Don’t bother, unless it’s big (or premium)
2. Always work with more than 1 partners (use
a m...
Q&A
For slides and more information about mobile:
– Twitter: @nyasour
– Blog: http://www.tumblr.com/blog/nyasour
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Mobile trends and advertising

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A quick overview on recent trends in mobile (2011) and introduction into mobile advertising

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Transcript of "Mobile trends and advertising"

  1. 1. Mobile Trends & Advertising Noam Yasour December 2011
  2. 2. Mobile is Big and getting even Bigger
  3. 3. It’s an App World..
  4. 4. And its also a FREE one
  5. 5. Freemium is on the rise, as the competition for attention increases
  6. 6. iOS is still #1, but WP7 is moving up
  7. 7. iOS is still more attractive. Why?
  8. 8. Total Revenues per App Store
  9. 9. Also on a user basis..
  10. 10. 101 Mobile Advertising
  11. 11. Size Does Matter
  12. 12. Media Time vs. Ad Spent is still out of proportion Source: KPCB – Internet Trends 2011
  13. 13. But What Formats?
  14. 14. If everyone are doing it…
  15. 15. 3 Main Business Models • CPC – Cost Per Click (eCPM $1 - $5 USD) • CPM – Cost Per Mil (eCPM $2 - $10 USD) • CPI – Cost per Install (eCPM $20 - $30 USD)
  16. 16. CPC - The Basics • Ad Requests – – MAU x No. of Sessions x Session Duration / Ad Duration (over simplified version) • Ad Impressions – actual displays of ads • Fill Rate – Impressions / Requests – Varies by country & platform – 60% - 90% on average in top “mobile” countries • Click Through Rate (CTR) – – No. of Clicks / 1000 Impressions – 1% - 2% on average is normal • CPC Rate – varies by country & platform – US - $0.05 – $0.10 – UK - $0.07 - $0.15 – DE - $0.12 - $0.25 – FR - $0.10 - $0.15 – IT - $0.09 - $0.13 – CN - $0.01 - $0.02 • eCPM – CPC x CTR x 1000 (good measure for performance comparison) • Revenues – eCPM x Ad Impressions / 1000
  17. 17. Incentivized Advertising Incentivized Clips Offerwall
  18. 18. CPI & Interstitials
  19. 19. Who Should I work with??? Mobile Ad Networks Yield Optimizers Incentivized Advertising Mediation Platforms
  20. 20. One Platform to Rule Them All 1. App Makes an Ad Call Mediation Platforms 2. Mediation chooses best ad network 3. Ad Network Returns Ad
  21. 21. Golden Rules of Mobile Ads 1. Don’t bother, unless it’s big (or premium) 2. Always work with more than 1 partners (use a mediation platform for that) 3. Location, Location, Location (Ad Placement) 4. Use Analytics (understand your users) 5. Experiment with various partners until you find the right mix
  22. 22. Q&A For slides and more information about mobile: – Twitter: @nyasour – Blog: http://www.tumblr.com/blog/nyasour

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