Top 5 Pitfalls of Mobile Traffic Monetization. Don’t Get Trapped! -- Kirill Tyufanov, CEO at MoneyTapp (The White Nights: Mobile Games Conference 2014 http://www.wnconf.com)

1. Top 5 pitfalls of mobile traffic
monetization
/Don’t get trapped!/
Kirill Tyufanov
App Monetization Expert

2. Basics
AD NETWORK
CPM
CPC
CPI
$

3. 5 pitfalls of mobile traffic monetization
You get wrong
(or fake) data
1
Your ad network
doesn’t work
worldwide
2
3
Ad network
decreasing effect
4
SDK integration –
not “just a
moment”
5
You don’t get the highest
CPM and Fill Rate

4. You get very limited reportsCase 1
# of impressions - How much they buy?Example 1
Example 2
1M imp. = $100
1M requests / 1M impressions = 100% FR
You get wrong (or fake) data
Ad Network doesn’t show you:
# of requests - What is FillRate (= network efficiency)?
2M impressions = $100Or
2M requests / 1M impressions = 50% FROr

5. Twofold data interpretationCase 1
You get wrong (or fake) data
Example 1 Example 2 Example 3
100% FR = 200K impression/200K requests
Effective requests
Network will only count request it likes:
1.
2.
3.
Fill Rate
100%
50%
From shortlisted countries
From expensive devices
From users they know…

6. Twofold data interpretationCase 1
You get wrong (or fake) data
Example 1 Example 2 Example 3
Effective impressions
2mm impression = $1000
Or
$0,5 CPM
$1 CPM1mm impressions = $1000

7. Twofold data interpretationCase 1
You get wrong (or fake) data
Example 1 Example 2 Example 3
Effective clicks
100 clicks
Or
$0.1 CPC
$1 CPM$0.2 CPC50 clicks

8. Your ad network doesn’t work worldwide

9. Your ad network doesn’t work worldwide

10. Your ad network doesn’t work worldwide

11. Your ad network doesn’t work worldwide
Countries Metric ∑
India eCPM 0.42$
Indonesia eCPM 0.18$
United States eCPM 0.84$
Russian Federation eCPM 0.65$
Brazil eCPM 0.55$
Thailand eCPM 0.22$
Malaysia eCPM 0.93$
Spain eCPM 0.79$
Australia eCPM 1.07$
Austria eCPM 1.87$

12. You don’t get highest CPM and Fill Rate
NETWORK 1 NETWORK 2 NETWORK 3 NETWORK 4
COUNTRY ECPM FILL RATE ECPM FILL RATE CPM FILL % CPM FILL %
Australia $ 0,37 95% $ 0,62 29% $ 0,13 54% $ 0,07 59%
Brazil $ 0,06 65% $ 0,51 2% $ 0,12 75% $ 0,10 83%
Canada $ 0,10 90% $ 0,56 38% $ 0,00 99% $ 0,07 39%
Indonesia $ 0,10 79% $ 0,51 9% $ 0,07 23% $ 0,08 72%
Mexico $ 0,17 48% $ 0,54 11% $ 0,08 7% $ 0,07 53%
Russian Federation $ 0,06 75% $ 0,51 4% $ 0,06 28% $ - 0%
United Kingdom $ 0,18 84% $ 0,53 18% $ 0,10 100% $ 0,36 82%
USA $ 0,21 83% $ 0,74 54% $ 0,26 100% $ 0,32 77%
$ 10,05 $ 10,17 $ 5,70 $ 7,88

13. You don’t get highest CPM and Fill Rate
NETWORK 1 NETWORK 2 NETWORK 3 NETWORK 4
COUNTRY ECPM FILL RATE ECPM FILL RATE CPM FILL % CPM FILL %
Australia $ 0,37 95% $ 0,62 29% $ 0,13 54% $ 0,07 59%
Brazil $ 0,06 65% $ 0,51 2% $ 0,12 75% $ 0,10 83%
Canada $ 0,10 90% $ 0,56 38% $ 0,00 99% $ 0,07 39%
Indonesia $ 0,10 79% $ 0,51 9% $ 0,07 23% $ 0,08 72%
Mexico $ 0,17 48% $ 0,54 11% $ 0,08 7% $ 0,07 53%
Russian Federation $ 0,06 75% $ 0,51 4% $ 0,06 28% $ - 0%
United Kingdom $ 0,18 84% $ 0,53 18% $ 0,10 100% $ 0,36 82%
USA $ 0,21 83% $ 0,74 54% $ 0,26 100% $ 0,32 77%
$ 19,30

14. Dependency
on current
advertiser
budgets
Ad Network decreasing effect
Dependency
on current ads
conversion
CPA campaigns
work out the
audience
Users are
getting tired
of long ad
campaigns

15. SDK Integration
Ad monetization strategy
Keep it in mind while building your app: Right place and (enough) time

16. SDK Integration
Ad monetization strategy
Keep it in mind while building your app: Right place and (enough) time
Don’t push ads
at the fist run
1
Realize when user
can actually click
2
3
Don’t overlay active UI
parts
4
Respect user
experience and do
not go too hard
5
Give user enough time
to view an ad

17. SDK Integration
Ad monetization strategy
Keep it in mind while building your app: Right place and (enough) time

18. SDK Integration
Ad monetization strategy
SDK integration – mot just a an hour
Several SDK –
technical conflicts
1
Endless updates2
3 All use different
methods

19. Earn more with MoneyTapp
True data – Real metrics1
Maximum fill rate
High traffic demand even in Asia and Africa
2
3
Monetization automation
Selecting the best buyer in every of 192
countries
4
1 Desk to many
network demand
5
Stably high income
Automatic partner substitution in case of
decreasing rate of return