The document discusses opportunities for monetizing mobile apps through various methods like in-app purchases, advertising, and virtual currencies. It notes that users are getting harder to acquire and retain for free apps. The document promotes focusing on advertising, as advertisers have large budgets to market to mobile users. It provides examples of how brands can do engaging ads through video, games, and social interactions to drive real outcomes like fan acquisition or purchases. The conclusion is that mobility creates new opportunities to make advertising an entertaining part of the user experience.

1. The ‘Perfect Fit’ in Mobile Monetization: Connecting
Brands with Mobile Apps
Robert Schneider| Head of European Operations, TrialPay
© 2010 TrialPay. All rights reserved.

2. Time to Monetize is Now
App Purchase
In App Purchases User Base Revenue
Advertising

3. Users are Increasingly Hard to Acquire
2012 CPI by Platform
$1.00
$0.80
$0.60
$0.40
$0.20
$-
Jan Feb Mar Apr May Jun
Andriod IOS
Source: W3i

4. Users are Hard to Retain

5. Free Apps are Increasingly Dominant - IOS

6. Free Apps are Increasingly Dominant - Android

7. Virtual Currency Helps Monetize Freemium Models
Mobile Virtual Currency Market
$6.00
$5.00 $4.8
$4.00
Billions
$3.00
$2.1
$2.00
$1.00
$0.00
2011 2016
Source: Juniper Research

8. Advertising is the Right Place to Focus for Monetization
Advertisers have substantial budgets and are
1 looking to market to your users
The ad landscape has matured and can help
2 you monetize your traffic
New ad structures are helping improve the user
3 experience

9. TV Can’t Match the Engagement of the Small Screen

10. Farmville is Bigger than Dancing With the Stars
Weekly audience (M) | week ending October 3
35
30 Social gaming
25 Primetime TV
Audience (M)
20
15
10
5
0
Sources: tvbythenumbers.com, App Data

11. Advertising Migration is Trailing User Migration
Social gaming
Primetime TV

12. Mobile Spending is Growing Rapidly

13. Tablet Adoption is Outpacing Smartphones

14. Smartphone Users Are Young and Affluent

15. The Mobile Advertising Landscape is Filling Out

16. Leveraging Internet Ad Channels for Mobile
Banner Ads Performance Ads Video

17. Enhanced Video Engagements Increase Impact
• Ability to interact with
Ad to learn more
• Social Plug ins
• Additional content
• Stylized video
environment

18. Brand Engagements Drive Real Interaction
Brand Education Social Engagement Purchase intent
Watch a video and Encourage Facebook User directed to
answer questions Fan Acquisition product page
>20% CTR to Fan Page; >15% CTR
>80% Completion
>50%+ “Likes” to promoted products

19. Brand Engagement – Netflix Example

20. Branded Rewards for Succeeding in Game

21. Embedded Ads Create Memorable Experiences

22. Mobility Creates New Opportunity
Free from Power Cords Real-world Offers for Digital Users

23. Make Advertising a Value-added User Experience
• Make ads part of your game design and flow of the game
• Position ads in an entertaining and unobtrusive way
• Make sure you are using the right type of ad for your game
• Prioritize quality advertising to assure a quality user
experience
• Study the partner landscape and find the right offer for
your needs
• Be creative, the best ideas have yet to be implemented