OGDC 2014_User segmentation and Monetization_Mr. Phat hoang


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OGDC 2014_User segmentation and Monetization_Mr. Phat hoang

  1. 1. AdMob Use Google’s latest technologies to segment users and monetize your games AdMob
  2. 2. A rapidly shifting market Users Favor free apps; 91% of downloads are free. Revenue In-app purchasing (IAP) is taking a bigger share of revenue. Developers More focused on the long-term value of users. Source: Gartner, September 2013
  3. 3. Game developers are building businesses with AdMob Historically 50%of Google advertiser app spend has been on games (2012) Source: The Mobile Buyer and Seller Relationship, Google, July 2013
  4. 4. Challenges that Developers face
  5. 5. Challenges that Developers face
  6. 6. Investing in the ecosystem 2010 2012 2013 2014 Google buys AdMob 1M buyers Rebuilt on Google stack Powerful platform
  7. 7. Our vision Maximizing ad revenue Growing IAP revenue Understanding your audience
  8. 8. The single Google destination for cross-platform app developers’ monetization, promotion and analytics needs. AdMob + Google Analytics AdMob
  9. 9. Audience segmentation Failed at level 10… 5x 10x 15x Take action before they abandon your game
  10. 10. AdMob today
  11. 11. The new ‘Analyze’ tab – Google Analytics in AdMob
  12. 12. Google Analytics sign-up page
  13. 13. Add the SDK
  14. 14. Seamlessly integrated reporting
  15. 15. The unified Home tab
  16. 16. The in-app purchase conundrum Only 15%of users make in- app purchases Source: AdMob and Parks Associates, The Mobile App Consumer, October 2013
  17. 17. In-app purchase ads (step 1): Find premium users Didn’t make it past level 10 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 1 0 Played the game in the last 24 hours Paid for an item in your game previously
  18. 18. In-app purchase ads (step 2): Convert users User plays User fails Sell item
  19. 19. In-app purchase ads: non-premium users User plays User fails Show ad
  20. 20. The limits of ad mediation You won’t maximize your revenue unless you monitor and act on the rise and fall of each network’s CPM Network 1 Network 2 Network 3 Network 4 Network 5
  21. 21. Ad Network Optimization + Live CPM “Our company started using the Ad Network Optimization feature from February this year until now. The results have been impressive. Many apps' revenues increased at different rates, certain apps even achieved a 200% increase.” CPM: $2.20 Network A Network B Network C Network D Network E Network D Network 1 Network 2 Network 3 Network 4 CPM: $2.60 Google Demand Ad Network Optimization Live CPM Network A Network B Network C Network D Google Demand
  22. 22. The App Developer Business Kit Consumer research in key markets to unlock the secrets of building a great app. The latest case studies and best practices. Interviews with app developers and established industry figures.www.google.com/admob Learn how to grow your app idea into a successful business.
  23. 23. Analyze, Promote and Monetize with AdMob Understand your audience with Google Analytics Grow your in-app purchase revenue with targeted campaigns through In-App Purchase Ads Maximize ad revenue with Ad Network Optimization and Live CPM, giving you access to real-time demand
  24. 24. THANK YOU AdMob