Data at the Heart of Your Business: Maximize the Value of Every User
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Delivered at Casual Connect Tel Aviv 2016 | Firebase is a mobile platform that helps you quickly develop high-quality apps, grow your user base, and earn more money. At the heart of Firebase is Firebase Analytics, a free and unlimited analytics solution to gain insight into your users from ad click to app usage. Firebase Analytics works with other features such as admob, so you can make smart, data-driven user-centric decisions to grow your revenues by displaying engaging ads to a global audience.
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Data at the Heart of Your Business: Maximize the Value of Every User
- 1. Google Confidential and Proprietary The Developer Dilemma Smarter monetization with AdMob Sivan Enden, Strategic Partner Manager, EMEA Casual Connect Tel Aviv 2015
- 2. Google Confidential and Proprietary
- 3. Source: Swrve, Jan 2014 1.5%
- 4. Google Confidential and Proprietary what are you missing out on? Source: VisionMobile, App Economy Forecasts 2014–17, December 2014 Value of in-app ad advertising market by 2017
- 5. Google Confidential and Proprietary The Dilemma
- 6. Google Confidential and Proprietary Hybrid models are more successful Sources: Google Internal, App Annie Combination Ads IAP 0.05 0.25 0.5 Our most successful gaming partners are getting the most out of their users by combining different business models Revenue indexed
- 7. Google Confidential and Proprietary User Segmentation Users who are likely to spend IAP $ AD Users who click on ads
- 8. Google Confidential and Proprietary Know your users A successful monetisation method must be based on analytics
- 9. Google Confidential and Proprietary Audience Builder integration of analytics & admob Use your own data for user segmentation Reached level 5 Average 3 minutes per session Spent $10 past 30 days Audience Builder
- 10. Google Confidential and Proprietary Know your users before you know your users IAP ads Buyer IAP House ads beta
- 11. Google Confidential and Proprietary Two-man Australian mobile game company. Started using AdMob in 2015 and implemented AdMob IAP house ads for their game Gun Fu: Stickman 2. DobSoft Revenue growth over two month period 6X 20%Increase in average revenue per user
- 12. Google Confidential and Proprietary It’s complicated
- 13. Google Confidential and Proprietary Intelligent ad serving based on user analytics The Admob Platform - one stop shop Mediation in-app purchase Network demand Analytics Smarter Monetisation
- 14. Google Confidential and Proprietary You don’t have to commit $2.75 $2.25 $1.75 $1.25 $0.75 $0.25 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec $3.25 Different networks perform differently
- 15. Google Confidential and Proprietary AdMob mediates more than 40 ad networks 25 402014 2015
- 16. Google Confidential and Proprietary SDK-less mediation SDK SDK-less Ad network B Serve third party demand without having to update app with additional adaptors and SDKs Ad network A
- 17. Google Confidential and Proprietary Mediation for all major formats Banner Video Interstitial Reward based COMING SOON
- 18. Google Confidential and Proprietary Different formats perform differently Banner Video Interstitial Native
- 19. Google Confidential and Proprietary Native ads
- 20. Google Confidential and Proprietary Reservation Deliver based on clicks/imp goals Pace the campaign Cross promotion Direct deals
- 21. Google Confidential and Proprietary Smarter monetisation Know your users Treat them differently Maximise Yield
- 22. Thank You
Editor's Notes
- The next 1BN gamers That’s a huge opportunity, but the next 1BN users will be different to the first 2BN, and your strategies to reach and monetize them are likely to change. At Google we spend a lot of time thinking about how to build products for the next 1BN users. That’s led to initiatives such as Android One, a range of affordable smartphones that launched in India and has now been expanded to 6 markets in the region. Asia Pacific is a hot spot for mobile growth and many of the next 1BN users will come from that region.
- What are you missing out on? source: https://drive.google.com/a/google.com/file/d/0B087Ap9FazO6UkZqR3RTeGg2WWs/view
- Some examples: (need to edit, not all are external) King with candy crush and their other games have 142M DAU (these are users who interact with the game on an average day) and their Revs in Q2 2015 accumulated to almost $500M Rovio with Angry Birds have made $158M in 2014 Supercell with Clash of Clans have reported that their top spenders, their “whales” spend over $5K in the game a local one from Tel Aviv- JellyBTN’s Pirate kings has 2.6M DAU with revenues of about $4M a month. That is $0.5 a day per user and my personal favorite story- a single player, one person, spent $1.5M in Gameloft’s Asphalt game, a car racing game. The $1.5M went on customizing his racing car. Money well spent.
- In-App Ads & IAP Growing Together Both app store revenue and in-app ads grew 70% from 2013 to 2104 (App Annie 2015) I think there are two things happening here which tells the story of these numbers. First, there is just strong growth across both models driven by new users and app downloads. But second, there’s a growing number of developers who are combining both ads and IAP business models into their apps.
- App analytics is the key to understanding your users. That’s why we have Google Analytics so tightly integrated into AdMob You can access a fully featured mobile app analytics tool, right inside your AdMob account.
- A new feature we’re excited about that puts this logic into action is IAP ads... IAP ads help your promote IAP items to your users so you can grow your IAP revenue AdMob automatically figures out which users in your app are likely to be buyers. Imagine this kind of targeting for your Android app and how it could target promotions to the right users. The ‘AdMob brain’ understands not just a user’s spend behavior, but their spend behavior in your app. What’s also great about this feature is how it frees up valuable impressions in your app to show regular ads to your non-paying users. This opens up a brand new revenue stream for you if you are only using IAP today. This is what South Korean developer Lunosoft did...
- For those of you having some commitment issues The second part of maximizing revenue is to use a yield optimization platform, often known as ad mediation. This helps ensure things like, there’s always an ad available to show in your app, or that every ad you display in your app is earning you the most money. Take a scientific approach - you should know how much money is being generated by every ad network you use.
- Managing multiple ad networks is a challenge, so we can do it for you. We now mediate 40 different ad networks, adding 15 in the past year alone, to make AdMob Mediation the leading solution.
- ●easily add new demand and see how that demand performs without code updates ●diagram explaining the specifications for this and how it works for the client (Comms Doc) oIt would be great if it was a bit more technical in nature; in general, our developers like seeing a really detailed process workflow for how our features work...it creates authority oSDK-less mediation allows DFP and AdMob publishers to not have to integrate ad network SDKs into their apps to get plugged into demand from buyers including those not on AdX. Publishers do not need to use SDK-less mediation for demand already on Ad Exchange. Before a publisher uses this functionality, please point out that various mobile apps buyers that already buy on Ad Exchange and that you DO NOT need to use mediation to get their demand. oGoogle has defined a protocol to request an ad directly from third-party ad server (3PAS). This means that no adapter or third-party SDK needs to be involved. oAndroid apps that use Google Play services will be able to support SDK-less networks when they are updated to the latest Google Play services that contains support for SDK-less networks (version X). iOS apps must be upgraded to use the latest MAD SDK version (version X) that includes support for SDK-less networks. If a publisher does not have the MAD SDK version required to support SDK-less networks, then it will fail gracefully. oAn SDK-less network will look and feel like any other third-party mediation network in AdMob. It will include a ‘SDK-less’ suffix and it will have it’s own settings. In many cases, third-party buyers will have both a ‘normal’ mediation and a ‘SDK-less’ mediation support in AdMob. oSDK-less will support all existing mediation features. This includes ANO, LiveCPM, and country-specific CPM values. oSDK-less networks will appear in reporting separately from their ‘normal’ mediation networks. They will have the suffix ‘SDK-less’. oWhy don’t we support all third-party ad networks in the ecosystem? Why are we limited to a set number of ad networks? oGoogle has defined a protocol to request an ad directly from third-party ad server. This means that no adapter or third-party SDK needs to be involved. Unfortunately, this requires the protocol to be supported by third-parties. If a publisher desires SDK-less support for a third-party network, please ask the publisher to request their network to support SDK-less protocol. Most networks are reluctant to support the SDK-less approach, unless there is sufficient publisher demand.
- Showing the right ad the right time is an important part of running a smart business. With AdMob mediation we can do the hard work for you. AdMob Mediation is an area we’ve really invested in over the last year, because we know that it matters to you, and frankly we want to help simplify some of the complexity you manage. We mediate lots of different types of ads, video, interstitials and banners of course. Later in the year we’re bringing reward-based mediation for video to AdMob, so stay tuned for more on that.
- Now, let’s talk more about formats. You want your app to look great, and we think ads should look great too. Growing developers want more flexibility over what formats appear in their apps, we are excited to have been able to announce native ads in AdMob earlier this year. We have new partners testing native ads solutions: Atari, Zeptolab, and more. Native ads benefit the user, the advertiser and importantly you, the developer.