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

1. Kevin Schaum
Advertising Operations Manager
Linkedin.com/in/KevinSchaum

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. Backflip Overview

4. Backflip Overview

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. 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. Backflip Cross Promotion
Casual Games
Yield
Games

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. 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. We’re Hiring!
Engineering/ Art/ Marketing/ QA/ Game Design
www.BackflipStudios.com/Jobs/
Email Resumes to Jobs@Backflipstudios.com

11. Kevin Schaum
Advertising Operations Manager
Linkedin.com/in/KevinSchaum