A journey of monetization in apps
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This document discusses app monetization strategies and dispels common myths. It covers: 1) Facts about monetization that contradict myths such as ads always bothering users and IAP being the only strategy. Only 2.3% of mobile gamers spend and 97% of users do not spend on apps. 2) Current practices like seamless native ads that improved CTR and CPM for some apps. Rewarded ads that can benefit users, advertisers and publishers if implemented well. 3) The future of smarter monetization like custom audiences, understanding each user's value, and segmentation to increase monetization by 500% in one case. Diversifying strategies, optimal ads experience, and
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A journey of monetization in apps
- 1. A journey of monetization in Apps & Games DevGamm > Minsk > Belarus Rami Jawhar Google
- 2. 1. Myths and facts about monetization 2. Current monetization practices a. Seamless UX with native ads b. Improve user engagement with rewarded ads 3. The future lies in smarter monetization Agenda:
- 3. 1.Myths and facts about monetization
- 4. Great apps shouldn’t generate revenue. The myths say so. ● Monetization bothers users ● Monetization via ads hurts users experience ● Monetizing with IAP is the only strategy ● Apps only need one monetization strategy
- 5. Google Confidential and Proprietary Less than 1%of apps are now paid for at the point of download Juniper, April 2015 and Juniper website, The App Landscape Today, Feb 2015 Myth: People prefer high-quality apps they can pay for
- 6. Google Confidential and ProprietarySource: Swrve, Jan 2015 of mobile gamers spend in apps 2.3% Myth: Monetizing with IAP is the best strategy Reality: 97% of users do not spend on apps
- 7. 24% Direct Sales 20% In-App Purchase 20% Subscriptions 3% Others 15% Investments 18% Ads Google & Advertiser Perceptions, 2T de 2015, encuesta a desarrolladores de aplicaciones de EE. UU. que obtienen entre 50.000 USD y 1 millón de USD al año * IDC/App Annie: Mobile App Advertising and Monetization Trends 2013–2018 (Tendencias de la publicidad en aplicaciones móviles y la obtención de ingresos en 2013–2018) y Google/ Ipsos, encuesta de panel sobre desarrolladores, 3T de 2015 Google Confidential and Proprietary Myth: Apps only need one monetization strategy Reality: Most Successful developers diversify their revenue
- 8. “OK Google, How can I monetize my game smartly?”
- 9. 2a.Seamless UX with native ads
- 10. Native ads are based on flexible components User BanneradNativead User Advertiser Advertiser Headline: Duck Adventure App etc.
- 13. ●Decided to use native ads ●600% Increase in CPM ●Grew CTR by 6x Mind Games
- 14. Improve user engagement with rewarded ads 2b.
- 16. Users: Engaging, Opt-in experience Advertisers: Reach engaged users Publishers: High CPM and retention Done well, rewarded ads benefit everyone.
- 17. Pou
- 21. The future lies in smarter monetization 3.
- 22. Información confidencial propiedad de Google Google Confidential and Proprietary Reached level 5 Average 3 minutes per session Spent $10 past 30 days Custom Audiences Build custom audiences
- 23. Proprietary + Confidential Source: RadiumOne, January 2016 Realize the full value of each user Each user is different and has a different value. Treat them differently. Google Confidential and Proprietary users who are likely to spend on IAP users who click on adsAd users who share on social media
- 24. Firebase for Ads Monetization User targeting A/B Testing Implement Ads Performance tracking Create userlist Control ads behavior Create parameter for A/B testing Control ads behavior MeasurementImplement ads Ads placement Frequency User targeting Reward itemAds
- 25. Lunosoft increased by 500% it’s revenue by segmenting users Users Product ActionSegmentation Monetization Results Test 1 Test 2 Conversions None Arbitrary Sampling 6 days duration IAP Offer 145.000 impressions 0,74 USD per 1000 impressions $ 107 4 days duration Likely Spender? IAP Offer 6.000 impressions 23,88 USD per 1000 Impressions $ 140 Interstitials Ads 139.000 impressions 4,22 USD per 1000 impressions $ 587 Yes No Uplift
- 26. 1. App monetization works 2. Diversify monetization strategies 3. Pick the right ads for optimal user experience 4. Understand your users and their value 5. Create value for and from each user