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Greg Ivanov, Google

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Strategies and Platforms: Google Monetization Opportunities -- Greg Ivanov, Strategic Partner Manager at Google (The White Nights: Mobile Games Conference 2014 http://www.wnconf.com)

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Greg Ivanov, Google

  1. 1. Unlock the Power of your Game Greg Ivanov Strategic Partner Manager @gregivanov
  2. 2. 68% Google Confidential and Proprietary
  3. 3. 68% of Russian smartphone users regularly play games more than in any other market surveyed Google Confidential and Proprietary Source: Parks Associates, 2014
  4. 4. Google Confidential and Proprietary
  5. 5. Russian mobile gamers are: • amongst the most engaged • with highest likelihood to pay (IAP and Paid) • the most ad-aware (-> higher CTR and RPM) Google Confidential and Proprietary
  6. 6. Unlock the Power of your Game Use Google’s latest technologies to build, distribute, promote, and monetize your games Google Confidential and Proprietary
  7. 7. Killer Whales 1% mobile gamers Whales (incl. Killer Whales) 3% mobile gamers Dolphins 16% mobile gamers Non-payers 37% mobile gamers Minnows 43% mobile gamers Mobilespendpermonth($) Percentage of Mobile Gamers Source: EEDAR, September 2012 2-6% of users drive 95% of IAP Google Confidential and Proprietary
  8. 8. ADVERTISER PUBLISHER Segmen- tation Analytics Networks OfferWalls / Rewards Mediation / Serving Exchanges Ads and analytics form a complex ecosystem Google Confidential and Proprietary Direct / Owned & Operated Acquisition Analytics
  9. 9. Manage it with one end-to-end partner Google Confidential and Proprietary ADVERTISER PUBLISHER Acquisition Analytics Segmen- tation Analytics Networks OfferWalls / Rewards Mediation / Serving Exchanges Direct / Owned & Operated
  10. 10. 650,000 apps on AdMob 900 million devices reached across platforms The biggest unified app business platform Extensive global gaming experience across regions and business models >1 million advertisers Google Confidential and Proprietary
  11. 11. Understand your audience with Google Analytics Grow your in-app purchase revenue with targeted campaigns through House and In-App Purchase Ads Maximize ad revenue with Ad Network Optimization and Live CPM, giving you access to real-time demand Optimize your business across revenue streams Google Confidential and Proprietary
  12. 12. Analytics and ads integrations Google Confidential and Proprietary
  13. 13. Adapt and target by user segment Analytics in AdMob
  14. 14. Segment your users with Google Analytics Google Confidential and Proprietary
  15. 15. Make your portfolio work with house ads Colpl (JP): monetization and cross-promotion ● Shifting from mobile web to native game apps in 2011-13 ● 27M+ downloads of F2P “Kuma the Bear” casual games ● Building IAP portfolio ● 50% of casual games inventory is ad monetized ● 50% frequency capped house ads ● CTR in interstitial house ads 70x other ads, boosting UA for core titles ● 3x revenue YoY in 2013 Google Confidential and Proprietary
  16. 16. Promote In-App Purchases House Ads one step further Show monetization ads to non-payers Show IAP promotion interstitials to payers Segment your user base and build audience lists 1 2 3 Google Confidential and Proprietary
  17. 17. Full ads demand and format menu Google Confidential and Proprietary Large and varied demand pool Complete set of format tiers CPC Banners and Interstitials CPM banners, TrueView in-game ads AdMob Reserve Display and Video Interstitials high fill high RPM
  18. 18. Analytics and ads integrations Google Confidential and Proprietary
  19. 19. Ad Serving Direct Sales & House Ads Yield Management RTB, Private & Preferred Network Mediation Other AdMob Other Other Buyers Everything on one Google Mobile Ads SDK Trafficking, forecasting and reporting across screens and monetization partners Powerful audience targeting from DFP (Ad Server) down Yield Management / Ad Network Optimization and Direct Sales Full serving and monetization stack Google Confidential and Proprietary
  20. 20. All monetization tiers enabled Also, Dynamic Allocation across Direct and Indirect Sales Mediation and Ad Network Optimization Maximize yield from tag-based networks Open Auction Programmatic with deep controls Direct Sales and House Ads Guaranteed direct premium sales Open & Liquid Exclusive & Reduced Demand Preferred Deals Programmatic, One buyer, fixed price Private Auctions Programmatic, Multiple buyers, CPM floors Google Confidential and Proprietary
  21. 21. Image / data space Thank You
  22. 22. Monetization Appendix Chhota Bheem-Shoot the Leyaks 2 by Green Gold Animation. Download now on Google Play
  23. 23. Full serving and monetization stack Google Confidential and Proprietary
  24. 24. 120% eCPM growth Revenue paid to developers 2014 Aug. 2013 20142013 100% Google monetization on the rise Google Confidential and Proprietary
  25. 25. Rich Media Interstitials Google Confidential and Proprietary
  26. 26. Rich Media Interstitials Google Confidential and Proprietary
  27. 27. Video Interstitials Google Confidential and Proprietary
  28. 28. TrueView in Games Google Confidential and Proprietary
  29. 29. Mediate and Optimize House Ads ● Serve ads to your game using your own inventory, free of charge ● Promote your own games / products or another advertiser’s products through a direct deal AdMob Mediation Google Confidential and Proprietary
  30. 30. Ad Filters Advertiser urls General categories Sensitive categories ● Easy to configure and flexible controls ● Deliver only the most relevant ads to users ● Avoid showing competitor ads Granular controls Google Confidential and Proprietary
  31. 31. Analytics Appendix
  32. 32. It’s Not Just About CPI Anymore Google Confidential and Proprietary
  33. 33. Some players are more equal than others Google Confidential and Proprietary
  34. 34. Acquisition how are they finding your Game? Understanding User acquisition is critical Google Confidential and Proprietary
  35. 35. Google Confidential and Proprietary
  36. 36. Behavior how are they using your Game? • Are your users doing what you expect? • Where are they spending their time? • Where are they stuck? Google Confidential and Proprietary
  37. 37. Google Confidential and Proprietary
  38. 38. Segment your users Google Confidential and Proprietary
  39. 39. Robust tracking solution to fit different business model Conversions measure success What is the goal of your game? Google Confidential and Proprietary
  40. 40. Google integrations Google Confidential and Proprietary
  41. 41. Google Analytics Services SDK Google Tag Manager Google Confidential and Proprietary

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