InMobi Webinar - The 7 Sins of Mobile Ad Monetization


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The 7 Sins of Mobile Ad Monetization

You have monetized your app but are you doing it right? Is there a potential to tweak your monetization strategy a little bit for greater returns? In this webinar we discuss the seven deadly sins of mobile ad monetization aka things you absolutely shouldn’t be doing while monetizing your apps. These are the fundamental errors made while monetizing that you can absolutely avoid.

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InMobi Webinar - The 7 Sins of Mobile Ad Monetization

  1. 1. The 7 Sins of Mobile Ad Monetization Presented By: Tanvi Kapoor Product Marketing Manager
  2. 2. – Introduction Agenda – Ad Monetization – The Seven Deadly Sins – Q&A
  3. 3. There are primarily 3 ways of making money from mobile apps IAP in Numbers 2013 Mobile App Store Downloads (in Billions) 13.4 5% 12.5 Average Conversion Rate in 2012-13 17% Mobile Ad Revenues (in USD Billion) Share of App Store Revenues 11.1 9.1 167 6.6 57.3 211.3 127.7 2013 2014 Paid-For Downloads 1 17.2 9.7 82.8 2% 2012 24.5 2015 2016 Average Conversion Rate in 2017 11.4 13.5 2012 2013 2014 2015 2016 Free Downloads Paid App Downloads 2 In-App Purchases 3 Advertisements And mobile advertising is growing
  4. 4. The mobile is a very personal device While watching TV Lying in bed Commuting During outings ~250 data points/user/month 3 bn+ input data points in 24hrs Playing Shopping Data collected from each user interaction is extremely valuable
  5. 5. …And more targeted Helping advertisers reach their objectives by reaching Their target consumers With the right message At the right time In a relevant context In the right location With a compelling experience Advertisers are getting more ROI
  6. 6. Advertising basics : Metrics that matter
  7. 7. Photo credit: Flickr/xchanttelx Ad Monetization – Seven Deadly Sins
  8. 8. 1. Believing Inventory is Homogenous
  9. 9. 7 Deadly Sins of Ad Monetization Believing Inventory is Homogeneous Developers don’t tend to categorize their inventory. Solution • Know your premium inventory • Distribute your inventory appropriately +10%
  10. 10. Understand the value of your inventory App Launch Placements Reserve this premium inventory for House Ads In-App Advertising Reserve in-game ad slots for nonintrusive ad units Advertising At Natural Break Points Use Interstitials at natural break points like a score board
  11. 11. 2. Sending Low Quality Signals
  12. 12. 7 Deadly Sins of Ad Monetization Sending Low Quality Signals Data, Data, Data. Solution • Cleaner signals result in better targeting • Lat/Long, Country, State, City, Demographics, Keywords, App Category +20%
  13. 13. Data is what makes your inventory valuable to an advertiser Telco/Device Geo Targeting Demographic Content Behavioral Context Retargeting Telco Country Gender Auto Shoppers Home Clickers Education Finance Movie Buffs Office App Owners Holiday Weekend Site visitors Model City Language Manuf. Music Travelers Zip Multicultural OS Geo Fencing Weather Moms Household Financials News Games
  14. 14. 3. Ignoring User Profiles
  15. 15. 7 Deadly Sins of Ad Monetization Ignoring User Profiles Know when and what to show. More exposure != $$ Solution • Work with a partner who takes the user profile into account • Create flexible streams for a custom experience +15%
  16. 16. Leverage each user profile differently Competitive Gamer? Acquire similar users Casual/Achiever? Promote Level Ups, VG and Assists Socialite? Go Viral with Social Taunts Non Paying User? Monetize through Ads Who is the user?
  17. 17. And show the most relevant ad to your non-paying users Travel Enthusiasts InMarket for Cars New Mothers Gaming Enthusiasts
  18. 18. 4. Ignoring Usage Behavior
  19. 19. 7 Deadly Sins of Ad Monetization Ignoring Usage Behavior Monetize with ads but not at the cost of losing your users Solution • Analyze how many times you show an ad to a user during a session +10%
  20. 20. Control the experience for your users PLACEMENT • • For casual games, place interstitials every 2-3 levels, for midcore games – after every level For PvP games, the best placement is after a turn is over and in general during passive screens FREQUENCY • TIMING • If avg user time on your app is 5 mins, the best time to show an interstitial is just before they leave the app – for example at 4 mins. This ensures you are able to monetize the users while maintaining the interaction flow Measure usage statistics to ensure insession retention rate does not drop faster than the user engagement rate with the ad unit VARIETY • Work with a partner who will allow ad rotation at adequate refresh intervals and ensures the advertisements are rotated for your site. This helps manage ad fatigue and prevents ad blindness.
  21. 21. 5. Not Adopting New Ad Trends
  22. 22. 7 Deadly Sins of Ad Monetization Not Adopting the Latest Ad Trends Developers tend to not update their apps with new formats Solution • Keep up to date with the flavor of the season • Advertisers will focus their spends on the best performing ad format +15%
  23. 23. In-app experience is key for ad monetization 18X Custom Interstitials with Frames Custom Interstitials with Animations Video Ads 12X 8X Average CTRs x Banners Interstitials Custom Ads Video Ads
  24. 24. 6. Not Choosing the Right Partner
  25. 25. 7 Deadly Sins of Ad Monetization Not Choosing the Right Partner How many networks can you partner with? The more you add, the heavier your app will be. Solution • Use a Mediation Partner • Choose networks with a combination of scale and performance +20%
  26. 26. Demand diversity is essential for performance CPG & Retail Entertainment News & Directories Auto Telecom Travel Finance
  27. 27. 7. Ignoring Industry Evolution
  28. 28. 7 Deadly Sins of Ad Monetization Ignoring Industry Evolution Thinking the new OS does not affect you is a deadly sin Solution • Update your SDKs! • Optimize for newer platforms • Keep up with App Store policies +10%
  29. 29. What is happening in the industry 64 bit processor support. More bits, More power, Better Games Automatic app updates to ensure 100% of your customers have your update Deprecation of UDID and MAC address
  30. 30. Questions?
  31. 31. App Spotlight Write to us: InMobi features a new app every month
  32. 32. Thank You TANVI KAPOOR E: