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1. In-App Advertising
By Ori Manor

2. So what is an app?

3. So what is an app?

4. ???

5. So what is an app?
= software that helps us (do something)

6. Mobile Apps
Social Apps
Bundled Apps
3 popular types of apps

7. Mobile Apps 2012
Mobile Phones: 4B
Smartphones: 1B+
By 2014:
Mobile browsing > Desktop browsing.

8. Mobile App Marketplaces

9. Mobile Apps 2012
Games
Social
Networking Search
Other Maps
Music

10. Mobile app 2012

11. Mobile Apps 2012
Marketplace No. of apps developed No. of apps downloaded
App Store 700,000+ 25,000,000,000+
Google Play 500,000+ 15,000,000,000+

12. More info about iOS apps here

13. Mobile Apps
Social Apps
Bundled Apps
3 popular types of apps

14. Social Apps
= any application that integrates into
Facebook / Google+ to leverage existing:
• Social Plugins
/ Like, Send, Subscribe, Comment, Activity feeds, etc.
• Graph API
/ view of the social graph: people, photos, events, pages and the
connections between them
• Platform Dialog
/ interface that provides social functionality to the users

15. Converting apps to Facebookism
3 concepts that will help you ‘become’ social:
• Canvas Page-
The social network loads the app URL (“Canvas URL”) within an
iframe on that page. Now you’re “on” Facebook!
• Social Channels-
Bookmarks, notifications, newsfeeds, Timeline, Search, etc.
• Social analytics-
On-going app performance data:
likes, actions, fans, MAUs, DAUs, reach, trends, etc.

16. So a ‘social’ app is…
Any application (Game, website, other)
that tries to leverage the social web
phenomenon by integrating into FB.
However…

17. Born vs. Told

18. Farmville

19. Shaker

22. More info about FB apps here:

23. Mobile Apps
Social Apps
Bundled Apps
3 popular types of apps

24. Bundled Apps
A world of (SAAS) service extensions

25. Bundled Apps

26. Bundled Apps

27. Bundled Apps

28. Bundled Apps

29. Mobile Apps
Social Apps
Bundled Apps
3 popular types of apps

30. Display vs. In-App
Factor Display Advertising In-App Advertising
Background flow Unknown Can be speculated
Competition High Low
Commercial goal Lead generation, sales Cross selling
Branding opportunity Brand Exposure Co-branding
Traffic source owners Publishers Developers
End users Visitors Users
Quality indicators Returning visitors, Time on site MAU, DAU
*Abuse methods *POPUPS *INCENTIVIZED ACTIONS

31. In-App Food Chain
Brands &
Advertisers
Ad Networks
& Ad Agencies
Developers
Consumers

32. Interdependency
You’re the You want You go to That goes to In order to
Brand / Traffic Agency / Developers Reach
Advertiser Network customers
Agency / Traffic Developers Build Reach
Network applications customers
Developer Traffic work Ad agencies / Reach
networks advertisers
Customer Entertainment Facebook, Developers Provide
/ Functionality Google Apps Functionality /
Appstore Entertainment

33. Developers vs. Ad Networks

34. Some in-app ad networks / agencies

35. Some app developers

36. Business Models & Advertising Opportunities
B. Model Relevant Types Monetization
Free Mobile, Social, Bundled Ads
Freemium Mobile, Bundled Ads & Upgrades
Paid Mobile, Bundled Sales
Aggregators Mobile Ads, Affiliations &
Partnerships

37. When does advertising work?

38. In-app advertising
Primitive vs. Advanced

40. In-app ads on FB (Social Game : Banner style

41. In-app ads on FB: Casino

42. Mobile In-App ads

43. Mobile In-App ads: intrusive

44. Advanced strategies
 In-flow, event based advertising
 Real world reward based advertising (kiip, Greystripe)
 Location triggered ads (Foursquare, Waze)
 Stealth advertising (subliminal) & more.

45. Mobile In-App ads: in-flow

46. Real-world rewards (Kiip)

47. Real-world rewards (Kiip)

48. Location + Event triggered ads (waze)

49. In-app “Stealth” marketing
(The Sims social / FB)

50. “Stealth” marketing
(The Sims social / FB)

51. “Stealth” marketing:
In-game Ads

52. Thanks.
Ori Manor
ori@valueshine.com