Building a business on mobile apps (Anna Yaschenko, Google)

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Из доклада вы узнаете больше о возможностях AdMob, о том, чего хотят рекламодатели и как на этом заработать разработчику. Зачем продвигать приложение и как продвижение влияет на количество денег. Как спланировать и измерить доход от рекламы в приложении.

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Building a business on mobile apps (Anna Yaschenko, Google)

  1. 1. BUILDING A BUSINESS ONMOBILE APPSAnna YashchenkoAdMob by Google
  2. 2. 850K Android Devices activated dailySource: Apple, Google data, April 2011
  3. 3. 125 years of Angry Birds played every day 600 million mobile playbacks every day on YouTubeSource: Nielsen June 2010, Rovio December 2010, YouTube Internal Data 2010
  4. 4. Jan-10 through Mar-12Source: AdMob Network Data
  5. 5. App and site use is exploding in Russia Ad requests 1,5 bn 40 m Jan-10 Jan-2010 Jan-11 Jan-2012Source: AdMob network data, August 2010 & 2012
  6. 6. “Hockey stick” growth in ad requests AdMob Network Ad Requests RussiaSource: AdMob Network Data, March – August 2011
  7. 7. … but growth driven from high end devices AdMob Network Ad Requests Russia iPhone + AndroidSource: AdMob Network Data, March – August 2011
  8. 8. … and tablets are just starting to take off AdMob Network Ad Requests Russia iPad !"#$ %&$ ()"$ *+,$ -).$ /+0$Source: AdMob Network Data, March – August 2011
  9. 9. How Much Are Developers making? We quickly discovered that ads were bringing in the majority of the revenue Guilherme Schvartsman Founder & CEO of Best, Cool & Fun Games Results 20M users Drove 45% of Ant 70% of revenue derived Smasher downloads with from ads through AdMob advertising on AdMob
  10. 10. YOU
  11. 11. Promote Earn Measure
  12. 12. PROMOTE
  13. 13. Ways to get discovered •  Build a brand – app description and icon matter •  Go social – leverage your social circles •  Advertise – free vs. paid
  14. 14. 400,000+ apps in the store
  15. 15. Advertise within other apps to get discovered
  16. 16. Increased ranking means more “discoverability”
  17. 17. Jumpstart your user base with paid advertisingActiveUsers Time
  18. 18. Jumpstart your user base with paid advertisingActiveUsers Time
  19. 19. More than one app? Use house ads for freeadvertising
  20. 20. Jumpstart your user base with house ads App AActiveUsers Time
  21. 21. Jumpstart your user base with house ads App B App AActiveUsers Time
  22. 22. Jumpstart your user base with house ads App BActiveUsers App A Time
  23. 23. EARN
  24. 24. Many ways to earn money Paid downloads Freemium User pays a fee User pays for additional to download functionality In-app purchase Advertising User purchases goods User clicks on ads within the app
  25. 25. Advertisers are spending to reach their audience in apps Developers earning over $100K / year has quadrupled since 2009
  26. 26. Earning money with mobile advertisingUser launches User clicks on ad You get paid for your app. placed in your app. each click.
  27. 27. Advertising math 101 $0.10 cost per click (CPC) 120,000 100,000 ad requests impressions 1,500 clicks 100,000 Fill rate 83.3% 120,000 1,500 Click-through rate (CTR) 1.5% 100,000 Revenue 1,500 x $0.10 $150 $150 х 1000 eCPM $1.50 100,000
  28. 28. Network fluctuations
  29. 29. RPM varies across networks
  30. 30. Mediation reduces RPM fluctuations andmaximizes revenue 3
  31. 31. Mediation enables multiple ad networks Ad network A Ad network B Mediation Ad network C 3
  32. 32. MEASURE
  33. 33. It’s easy to measure downloads Download data and statistics are readily available in most marketplaces
  34. 34. But what are my users doing? Potential Customers Active Customers
  35. 35. And where are downloads coming from? Potential Customers Active Customers
  36. 36. Analytics helps you make critical decisions•  Extend to a new platform?•  Acquire more users?•  Change my business model?•  Retire unused features?•  Develop a new app?
  37. 37. Get started with AdMob by Google Promote Earn Measure•  Drive downloads with •  Monetize with •  Track performance paid advertising AdMob ad network with Analytics•  Cross-sell with house •  Consider ads freemium, in-app purchases, etc.
  38. 38. The Guide to the App Galaxy To learn about mobile advertising, monetization and measurement visit: www.guidetotheappgalaxy.com
  39. 39. THANK YOU!www.admob.com

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