Наталья Вазиленко

Google Confidential and Proprietary

Возможности увеличения доходности приложений с GoogleAntonina Goncharova Natalia Vazilenko Greg Ivanov


95%


They Are Using 1 to 5 Apps Daily


And They Are Ruthless


Time to Drive Revenue


There are many ways to monetize

FreemiumUser pays for

additional functionality

In-app purchase

User purchases digital goods within

the app

Paid downloadsUser pays a fee

to download

AdvertisingUser clicks on ads


Maximizing ad revenue

Growing IAP revenue

Understanding your audience


Build an Ad Strategy From the Start


eCPM grows by 300% during the past one year

Seasonality

New AdMobLaunch

Interstitials Ads Expansion

eCPM Floor Launch

eCPM = Effective Cost Per Thousand Impressions

eCPM

TimeAd Network A


+3.5 billion ad requests received by AdMob every day

+350 million of connected mobile devices

+300k applications connected to AdMob

Why work with Google?


High fill-rates

Many platforms Lots of Google advertisers

+ =

AdMob’s unmatched global reach and scale


IDFA = Identifier for Advertising● user resettable and out optable identifier ● basis for targeting, tracking etc. ● passed since Google Mobile Ads SDK for iOS v.6.5 ( 07/2013)

Android Ad ID (AAID)● user resettable, and out opt-able identifier● basis for targeting, tracking etc. ● passed since Google Play SDK version 4.1 (01/2014)

Having updated SDKs that use IDs is critical to getting RTB spend!

Tracking on mobile apps


Google Mobile Ads SDK for Android

What is it? The Google Mobile Ads SDK for Android is available to developers through Google Play services.

What are the most important benefits?• Auto-updating for developers: users will

receive new updates to the Google Mobile Ads SDK without the developer having to release a new version of the app.

• User segmentation with IDFA• Higher eCPMs and Fill Rate


Optimize Your Advertising Strategy

Improve the user experience for free ad-supported apps by respecting consumers’ ad-preferences


“Smart” detection of device width and orientation consistently deliver ads that fit

Smart Banners



App Promotions Interstitials


MediationManage traffic from many ad networks


Ad networkC

Ad networkB

Mediation

Download our free game!

Manage traffic from many ad networks


You won’t maximize your revenue unless you monitor and act on the rise and fall of each network’s CPM

Network 1

Network 2

Network 3

Network 4

Network 5

Manage traffic from many ad networks


Understand and Analyze Your Users


Google Analytics in AdMob


Seamlessly integrated reporting


“Only 5% of our users buy IAP”

2-6% of mobile users drive 95% of IAP purchase valueKiller Whales1% mobile gamersSpend >$50 per month700k NA gamersAvg. Month Spend. $68.27

Whales (including Killer Whales)3% mobile gamersSpend $25 - $49.99per month2.5MM NA gamersAvg. Month Spend. $29.37

Dolphins16% mobile gamersSpend $5 - $24.99 per month14.3MM NA gamersAvg. Month Spend. $8.15

Non-payers37% mobile gamersSpend $0 per month31.3MM NA gamers

Minnows43% mobile gamersSpend $0.01 - $4.99 per month35.3MM NA gamersAvg. Month Spend. $20.94

Mob

ile s

pend

per

mon

th ($

)

Percentage of Mobile Games

Mobile spending is based on a power curve in which a small percentage of hardcore consumers spend exponentially more money than others.

Audience segmentation


Failed at level 10…

5x 10x 15x

Take action before they abandon your game

Audience segmentation


Didn’t make it past level 10

01

02

03

04

05

06

07

08

09

10

Played the game in the last 24

hours

Paid for an item in your game previously

Adapted strategy (step 1): Find premium users


Adapted strategy (step 2): Identify your user segments

?


Adapted strategy (step 3): Convert users

User plays User fails Sell item


Adapted strategy ( step 4): monetise non-premium users

User plays User fails Show ad


Make The First Move to Advanced solutions


Pure Play App Publishers

● In app purchases● Analytics / segmentation● App promotion

Traditional App Publishers

● Contextual targeting for display ads

● Unified web / app trafficking

Consider your business model


Third party sales Third party sales

Networks

Launch Growth Maturity

Direct Sales

Network Networks RTB

Mediation

Life-cycle of the monetisation strategy


Proposed Developer-Facing Solution: Realign and Focus

3. Small - MediumPure PlayApp Publishers

1. TraditionalPublishersWith Apps

2. Large Pure PlayApp Publishers

Developer-Facing Solution: Realign and Focus


Ad Serving Yield Management Google DemandScreens

Web

Mobile Web

Mobile Apps

Наталья Вазиленко

Software