Fragmentation & Advertising

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AppFlood's European GM Chris Hanage explores the mobile advertising SDK fragmentation challenge. While there are plenty of mobile ad networks for mobile advertisers and publishers to choose from, using these ad networks requires integrations with multiple mobile ad networks. Not surprisingly, according to a survey by AppFlood, developers agree that the SDK fragmentation is a problem.

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  • Not all networks are the same and you could find eCPMs vary greatly from network to network. Connecting to one network means you'll only ever be tied to the best performance of that networkA quick and dirty survey of developers we did at the start of January found that 75% of them integrate more than 2 ad networks into their app, with 20% using at least 4
  • Everyone hates the Marketing guy don't they? Everyone's under pressure to make an impression and you'll see plenty of sites out their promising eCPMs over $30, in some cases even over $100! While eCPMs over $30 is certainly possible in some cases, the volume of impressions is usually so low that it's not even worth mentioning.
  • Everyone hates the Marketing guy don't they? Everyone's under pressure to make an impression and you'll see plenty of sites out their promising eCPMs over $30, in some cases even over $100! While eCPMs over $30 is certainly possible in some cases, the volume of impressions is usually so low that it's not even worth mentioning.
  • 40% developers chose every quarter.28% developers chose every month.20% developers chose every year.
  • While some ad formats generally perform badly all round, some ad formats lend themselves for particular app types.
  • While some ad formats generally perform badly all round, some ad formats lend themselves for particular app types. Interstitials deliver on average (on Appflood) 18X banners – but cost more- The shift to more native ads may change this lanscape even more
  • Fragmentation & Advertising

    1. 1. fragmentation & advertising
    2. 2. Chris Hanage General Manager of Papaya Europe, Chris is responsible for the growth of Papaya’s business across Europe, both with developers and publishers, and also with Papaya’s many strategic partners.
    3. 3. AppFlood is PapayaMobile’s 100% transparent mobile advertising platform for buying, selling and exchanging mobile traffic. The network provides an unrivaled level of transparency and control so developers and advertisers gain the right insights for the most effective mobile strategy. To date it has been used by more than 7,000 Android and iOS developers.
    4. 4. what is the fragmentation challenge ? • As F2P has become the preferred business model, advertising has become crucial for player acquisition. But with few common standards yet in place, fragmentation is an issue which is unlikely to go away any time soon • The need to connect to multiple networks, analytics, tracking etc means that integration and reporting is a hidden cost in building and supporting your game • Can developers and publishers effectively minimise the impact of fragmentation? What are the key things to consider when planning your acquisition strategy?
    5. 5. ? What does this mean in practice
    6. 6. there are more than 100 SDKs for advertising – and it’s changing all the time 300 250 200 150 100 50 0 Data source: http://mixrank.com/playstore/sdks
    7. 7. fragmentation also affects devices and OS Q3 Revenue by Android version 4.3 Jelly Bean 4.2 Jelly Bean 4.1 Jelly Bean 4.0.x Ice Cream Sandwich 3.2 Honeycomb 3.2 Honeycomb 3.1 Honeycomb 3.0 Honeycomb 2.3.x Gingerbread 2.2.x Froyo 2.1 Eclair 2.0.x Eclair 1.6 Donut 1.5 Cupcake July August September
    8. 8. ? But is it a problem
    9. 9. is advertising SDK/API fragmentation a problem? 64% 20% Data source: fragmentation survey by papayamobile.com
    10. 10. ? Why
    11. 11. when asked about fragmentation, they said… 42% too many dashboards is the biggest problem 28% multiple integrations is the biggest problem 42% the biggest problem was a combination of both, plus a lack of tutorials and information Data source: fragmentation survey by papayamobile.com
    12. 12. fragmentation is inevitable in a fast growing and dynamic market like mobile apps – and it’s not going to change any time soon
    13. 13. So Deal With It !
    14. 14. however there are some best practice tips you can follow…
    15. 15. connect to multiple networks and focus on best performers there is no one-size-fits-all solution, so spread your risk
    16. 16. choose and test networks that make realistic claims
    17. 17. measure, measure and measure… compare, compare, compare…
    18. 18. the more transparent a network, the more control you have over your spend where is your traffic really coming from?
    19. 19. refresh poor performing networks regularly 28% 40% 12% 20% Data source: fragmentation survey by papayamobile.com
    20. 20. not all ad formats give the same performance – but costs vary. Experiment!
    21. 21. most successful campaigns use a mix of ad formats
    22. 22. 6 tips to leave with 1. 2. 3. 4. 5. 6. try multiple networks and keep focus on the best choose networks that make realistic claims transparency gives you more control measure, measure and measure refresh poor performing networks regularly use a mix of ad formats
    23. 23. questions? chrishanage@papayamobile.com @chrishanage @PapayaMobile

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