Learn the approach, philosophy and techniques behind the spectacular ad revenue optimization for your mobile app. If you're getting less than $25 per 1000 DAU, you should implement these approaches or get in touch with us so that we could help you :-)

1. SQUEEZING THE APPLES
Maximizing your ad revenue from a mobile app
Accelerating Your Innovations
Konstantin Mirin <konstantin.mirin@postindustria.com>
Eugene Dorfman <eugene.dorfman@postindustria.com>

2. 0 2WHY LISTENING?
Understanding of your growth model
Understanding of the the processes that
generate you revenue
Knowledge to determine what metrics are
useful and how to track them
Ad waterfall optimization ideas (and what is
it)
Get inspiration for the product
improvements
NO MIRACLES are going to happen :-)
What will you get for the
20 mins of your attention?

3. 0 3WHY LISTENING?
We develop mobile apps since 2009
150K Daily Active Users (DAU)
$30 per 1000 DAU (daily)
Obsessed with metrics and improvement
~200 years of compound exerience
Background
Konstantin Mirin, CEO
Eugene Dorfman, TPM
+ 30 mobile devs

4. 0 4SPOILER: THE METRICS GRAPH

5. 0 5THE FOUNDATION
Revenue = Users x Monetization

6. 0 6THE FOUNDATION: USERS
From an App Store to the User
4. Repeated Usage
3. Try (activation)
2. Install
1. Discover
5. Uninstall

7. 0 7THE FOUNDATION: USERS
From an App Store to the User
4. Repeated Usage
3. Try (activation)
2. Install
1. Discover
5. Uninstall
Activation Rate
Retention
Churn

8. 0 8THE FOUNDATION
Growth
=
Installs x Activation Rate - Churn
Retention >> Churn
(Sticky engine of growth)

9. 0 9THE FOUNDATION: USERS
26% DAY 1
11% DAY 7
7% DAY 21
6% DAY 30
Retention
Targets

10. 1 0TECHNIQUES: IMPROVING RETENTION
Make sure app is crash-free (OOM
included, use Crashlytics or HockeyApp)
Experiment with alerts & notifications
Try implicit alerts (search agents,
behavior analysis)
Retention improvement ideas

11. 1 1TECHNIQUES: IMPROVING CONVERSIONS
Ask for ratings. But detect "happy moments", it pays off.
Invest in compelling video
Invest in excellent design
Gray hat ASO (paid installs)
App Store listing to installation conversion

12. 1 2THE FOUNDATION: ADS
Serving Ads
4. View & Click
3. Placement
2. Banner details
1. Request
5. Impression

13. 1 3THE FOUNDATION: ADS
Serving Ads
4. View & Click
3. Placement
2. Banner details
1. Request
5. Impression
Fill Rate
Viewability
Impression / Filled
CTR

14. 1 4THE FOUNDATION: USERS
Fill Rate > 70%
Imp / Filled > 90%
Imp / Viewed --> 100%
CTR > 0.70%
Targets

15. 1 5TECHNIQUES: AD NETWORK OPTIMIZATIONS
Fill rate diagnostics

16. 1 6TECHNIQUES: AD NETWORK OPTIMIZATIONS
Viewability/placement diagnostics

17. 1 7TECHNIQUES: AD NETWORK OPTIMIZATIONS
Mediation abstraction: Higher CPMs
Use Mopub, look for ad networks

18. 1 8TECHNIQUES: IMPRESSIONS
Place more banners
Decrease refresh rate (15-30s)
Increase session length
(in-app browser)
Increase session frequency
(sessions per user per day)
More impressions!

19. 1 9TECHNIQUES: IMPRESSIONS - PLACEMENTS
Permanent banner: experiment

20. 2 0TECHNIQUES: IMPRESSIONS - PLACEMENTS
Context banners

21. 2 1TECHNIQUES: IMPRESSIONS - PLACEMENTS
Utilize empty state space

22. 2 2IMPLEMENTATION
Always release in phases!
And measure the impact!
A/B Testing
Swrve
Firebase
Apptimize
Swrve
Flurry
Amplitude

23. 2 1BONUS: ADDITIONAL REVENUE SOURCE
Partner programs (eBay case)

24. 2 3CONTACT US
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Visit us! https://postindustria.com/
Ask questions! konstantin.mirin@postindustria.com