Mobile trends and advertising

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 thecompetition 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 Install (eCPM $20 - $30 USD)

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

Incentivized Advertising OfferwallIncentivized Clips

CPI & Interstitials

Who Should I work with??? Mobile Ad Networks Yield Optimizers Mediation PlatformsIncentivized Advertising

One Platform to Rule Them All 3. Ad Network Returns Ad 2. Mediation chooses best1. App Makes ad network an Ad Call Mediation Platforms

Golden Rules of Mobile Ads1. 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

Q&AFor slides and more information about mobile: – Twitter: @nyasour – Blog: http://www.tumblr.com/blog/nyasour

Mobile trends and advertising

by Noam Yasour on Dec 25, 2011

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Mobile trends and advertising — Presentation Transcript