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Kevin Schaum
Advertising Operations Manager
Linkedin.com/in/KevinSchaum
Backflip Overview
• Boulder based mobile game development
studio.
• ~70 employees.
• 30+ casual and yield titles on iOS/ A...
Backflip Overview
Backflip Overview
How is mobile publishing
different from the web?
Emerging Tech
Apps in Addition to
Browsers.
In App Purchase
Facilitated t...
Mobile Challenges
Latency
Slow Connection=
Lost Impressions
No Cookies!
Emerging Tech
Like Early Days of
Web, Who to trust...
Backflip Cross Promotion
Casual Games
Yield
Games
Backflip Cross Promotion
Continued…
More Cross
Promo + UA
Conversions =
Higher App Store
Rank
App Store Rank is
Like SEO P...
Basic Math for Mobile Ad Ops for
IAP Publishers
Calculating eCPM based on IAP Revenue: AKA, why is it so expensive to
purc...
We’re Hiring!
Engineering/ Art/ Marketing/ QA/ Game Design
www.BackflipStudios.com/Jobs/
Email Resumes to Jobs@Backflipstu...
Kevin Schaum
Advertising Operations Manager
Linkedin.com/in/KevinSchaum
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Challenges, Differences and Basic Math for Mobile Ad Ops

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A brief overview of the challenges of mobile advertising operations and the differences. More information can be found here- http://kevinschaum.com/blog/mobile_ad_ops_challenges

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Challenges, Differences and Basic Math for Mobile Ad Ops

  1. 1. Kevin Schaum Advertising Operations Manager Linkedin.com/in/KevinSchaum
  2. 2. Backflip Overview • Boulder based mobile game development studio. • ~70 employees. • 30+ casual and yield titles on iOS/ Android/ Amazon. • 300 million downloads. • 30 million+ monthly active users. • Recently acquired by Hasbro.
  3. 3. Backflip Overview
  4. 4. Backflip Overview
  5. 5. How is mobile publishing different from the web? Emerging Tech Apps in Addition to Browsers. In App Purchase Facilitated through App Store/ Google Play/ Amazon Explosive Growth
  6. 6. Mobile Challenges Latency Slow Connection= Lost Impressions No Cookies! Emerging Tech Like Early Days of Web, Who to trust? Tracking and Analytics Problems No real time segmentation within App Store Dedicated Ad Slots Necessity of Client Side SDK Updates
  7. 7. Backflip Cross Promotion Casual Games Yield Games
  8. 8. Backflip Cross Promotion Continued… More Cross Promo + UA Conversions = Higher App Store Rank App Store Rank is Like SEO Project Higher App Store Rank = More Organic Downloads
  9. 9. Basic Math for Mobile Ad Ops for IAP Publishers Calculating eCPM based on IAP Revenue: AKA, why is it so expensive to purchase inventory from certain mobile pubs? Use IAP Revenue to Calculate LTV e.g. $5 CTR = Clicks/Impression s e.g. 10% Conv Rate = Conv/ Clicks e.g. 2% (Conv/ Imp) = CTR * Conv Rate = .002 (Conv/ M) = (Conv/ Imp) * 1000 = 2 eCPM (RPM) = (Conv/ M) * LTV = $10 ** All numbers are for example purposes only and do not represent actual data.
  10. 10. We’re Hiring! Engineering/ Art/ Marketing/ QA/ Game Design www.BackflipStudios.com/Jobs/ Email Resumes to Jobs@Backflipstudios.com
  11. 11. Kevin Schaum Advertising Operations Manager Linkedin.com/in/KevinSchaum

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