Earn More Revenue and Create a Great User Experience with AdMob (White Nights St.Petersburg 2016)

1. Google Confidential and Proprietary
ore Revenue and Create a Great
er Experience with AdMob
mitriy Lamonov, Google

2. Confidential + Proprietary
How do developers monetise today?
Source: Developer Economics research by VisionMobile, April 2015
Advertising Pay-per-download Consumable
app-purchases
Subscription eCommerce
47%
29%
24%
16%
6%

3. Confidential + ProprietarySource: VisionMobile, App Economy Forecasts 2014–17, December 2014
Value of in-app
advertising
market by 2017

4. Confidential + Proprietary
apps use AdMob
to monetize
each month
1M paid to app
developers in the
last 3 years
$1B+
Google Confidential and Proprietary
AdMob is used by more apps to monetize than
any other platform
Google Internal, Dec 2015
ad requests
each month
300B

5. Confidential + 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

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AdMob mediates more than 40 ad networks
25 402014 2016

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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

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Mediation for all major formats
Banner Video Interstitial Reward based
NEW

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Rewarded mediation: major demand sources supported

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Publishers love it!
“AdMob Rewarded Mediation has been running very
smoothly and effectively since we launched it. On top of
a complete management of the reward mechanics within
the tool, it offers dynamic allocation of each ad request
to the highest paying network.”
– Baptiste Chardon, Monetization Manager, Ubisoft

11. Confidential + Proprietary
Evolution of ad formats in apps
InterstitialsBanners

12. Confidential + Proprietary
Evolution of ad formats in apps
InterstitialsBanners Native RewardedVideo

13. Confidential + Proprietary
Native ads enable
better, more effective ad
experiences by adapting
ads to the look and feel
of publisher properties
Native Ads

14. Confidential + Proprietary
Native ads revenue forecast to grow 2.6X by 2018
BI Intelligence estimates, Interactive Advertising Bureau, March 2015
2014E 2015E 2016E 2017E 2018E
$7.9B
$10.7B
$13.9B
$17.3B
$21B
$21B
forecast for 2018

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But why is it valuable?

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Better for users

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Proprietary + Confidential
+16%
higher LTV
$
$
$
$
$
Better for advertisers

18. Confidential + Proprietary
Proprietary + Confidential
3x
higher CPMs
Better for publishers

19. Confidential + Proprietary
Happy Elements saw a 6X CPM increase with
AdMob native ads
Prompt to show ad Native ad displayed

20. Confidential & Proprietary
Introducing Native Ads Express

21. Confidential & Proprietary
Last, but not least
● There is no one right ad monetization answer for
every developer
● Filter BS - ad network’s own demand do matters
● Try, test, check, analyze - have your model
● Longer mediation chain is not the perfect solution

22. Confidential + Proprietary
Thank you
2016