Building Sustainable Mobile Revenue: Insights from SEGA | Mike Evans, Anand Ramesh

1. Anand Ramesh
@anandramesh
August 1, 2017
Building
sustainable
mobile revenue
Casual Connect USA

2. Building sustainable mobile revenue
Anand Ramesh
Head of Publisher Partnerships, Americas
MoPub
@anandramesh

3. Incremental ad revenue on mobile games in the next four years
Why are we here?
Source | App Annie, eMarketer
Building sustainable mobile revenue

4. Performance
vs adoption
What we see
Adoption
Performance
360 video
Native
Interstitial
Rewarded
video
Banners
Source | MoPub Marketplace internal data, 2017
Building sustainable mobile revenue

5. eCPMs
Banner Native Interstitial static Interstitial video Rewarded video
Region 1
Source | MoPub Marketplace internal data, 2017
Building sustainable mobile revenue

6. Incremental ad revenue on mobile games in the next four years
Ingredients for success
Building sustainable mobile revenue

7. Define monetization
goals upfront
Start ad
monetization early
Balance placements
and consumer
experience
Build a portfolio
Building sustainable mobile revenue

8. Welcome
Mike Evans
SEGA
Building sustainable mobile revenue

9. Anand Ramesh
Head of Publisher Partnerships, Americas
MoPub
@anandramesh
Mike Evans
Chief Marketing Officer
SEGA
Building sustainable mobile revenue

10. What is SEGA Forever?
Building sustainable mobile revenue
On stage: Anand Ramesh, MoPub; Mike Evans, SEGA

11. Balancing ad monetization
and user experience
Is it ever too early to start thinking about ads in the game?
How do you balance the consumer experience with the ad experience?
How do you decide which ad formats and what placements?
Building sustainable mobile revenue
On stage: Anand Ramesh, MoPub; Mike Evans, SEGA

12. Building sustainable mobile revenue
On stage: Anand Ramesh, MoPub; Mike Evans, SEGA
Considerations
for native ads

13. Rewarded video ads
Why?
When?
Best practices?
Building sustainable mobile revenue
On stage: Anand Ramesh, MoPub; Mike Evans, SEGA

14. Programmatic rewarded video ads
85
DSPs buying
at scale
40%
spend from
brands
58%
of brand spend
from Fortune 1000
companies
Improve consumer experience via ad diversity
Source: MoPub Marketplace internal data, 2017
Building sustainable mobile revenue
On stage: Anand Ramesh, MoPub; Mike Evans, SEGA

15. To tap into the $50B…
start thinking early about ad monetization.
maximize competition for each impression.
enhance consumer experience with
programmatic rewarded video demand.
integrate programmatic demand to improve eCPM.
Building sustainable mobile revenue
On stage: Anand Ramesh, MoPub; Mike Evans, SEGA

16. Thank you
@mopub

17. Join us at
happy hour tonight!
Frolik Rooftop at Motif Hotel, 5:30-8:00pm