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04/10/2023 1
World’s Largest IndependentMobile Ad Network
The Economics of Building anAdvertising Supported App Business
August 16, 2010
04/10/2023 2
We’re a Mobile Ad Network
• 21.2 Billion impressions• 6 Offices• Live in 115 countries
• 185 M Consumers reached• 150 employees• Backed by Kleiner Perkins
San Francisco
London
Johannesburg
Tokyo
Singapore
Bangalore
04/10/2023 3
A Selection of Partners
04/10/2023 4
Mobile App Landscape
Saturation point reached (100K+ Apps)
Market dynamics change daily and hourly
Highly competitive
04/10/2023 5
The Opportunity
• Still huge opportunity for developers (long tale)• Mobile eco-system is still emerging• Top apps are worth millions of dollars
Since its release over 6.5 million copies of the game Angry Birds have been purchased.
04/10/2023 6
Revenue Models: Overview
There are only four ways to make money
Each has strengths and weaknessesSome models are more appropriate than others
Paid Downloads Sponsorship
Advertising In App Purchase
04/10/2023 7
Examples
Revenue Models: Paid Download
• Strength: Works best with gaming and utilities• Weakness: Promotion is difficult
Angry Birds Halloween
Fruit Ninja
04/10/2023 8
Revenue Models: Advertising
• Strength: Can drive more revenue than paid• Weakness: Requires large installed base
Photobucket
Shotgun
Examples
Moco Space
04/10/2023 9
Revenue Models: Sponsorship
• Strength: Great for niche apps• Weakness: Not scalable
The Onion
Walgreens
Examples
04/10/2023 10
Examples
Revenue Models: In App Purchase
• Strength: Requires loyal repeat usage• Weakness: Difficult to achieve app loyalty
Ebay
Eliminate
Tap Zoo
04/10/2023 11
App Monetization Matrix
Gaming Specialty Community Utility
Paid Download X X
Advertising X X X
Sponsor X
In App Purchase X X
Recommended models by category
04/10/2023 12
Try Combining Models
• Mix models depending on growth stage• Experiment• Take advantage of global markets
Introduction Growth Maturity Decline
1 2 3 4
04/10/2023 13
Build a Business not Apps
• Build a portfolio of apps• Create synergy between apps• Use loss leaders to build brand• Variable pricing• Develop quality content• Take maximum advantages of social channels• Exploit global nature of app market
04/10/2023 14
The Mobile Ad Opportunity
• A $1 Billion market in the U.S. today • Globally it’s expected to exceed $20 B in 2013
04/10/2023 15
The Ad Network Concept
Advertiser A Advertiser B Advertiser C Advertiser D
Ad Network
Publisher A Publisher B Publisher C Publisher D
04/10/2023 16
How to Pick a Network
Some important questions:• In what regions are you trying to monetize?• What platform are you developing for?• Type of content games, music, cars?• Is a third party platform right for you?
BlindNetwork
VerticalNetwork
TargetedNetwork
Types of Network:
04/10/2023 17
How Publishers Make Money
Impression Fill Rate CPC CTR
Ad Network Revenue
04/10/2023 18
Tips and Tricks
• Experiment with ad placement and format• Use data to improve performance• Use multiple ad networks• Create your own mediation layer• Develop directly for ad verticals (cars,
travel, finance, etc.)• Test everything• Iterate often
Think Globally
04/10/2023 19
Think Globally
eCPMs vary globally but not by a big margin
04/10/2023 20
Europe North America Asia (Excl. China and
Japan)
Middle East Africa
129 125
10190
70
Index by regionSourced from our Network
eCPMs Top 20 Countries
04/10/2023 21
Country Index Range Rank
Australia > 150 1
Malaysia > 150 2
Ireland > 150 3
Thailand > 150 4
South Africa > 150 5
Russian Federation* > 150 6
New Zealand* > 150 7
United Kingdom > 150 8
Italy > 150 9
USA > 150 10
Country Index Range Rank
UAE* 120 to 149 11
Sweden 120 to 149 12
Norway 120 to 149 13
Germany 120 to 149 14
Singapore 120 to 149 15
Saudi Arabia* 80 to 120 16
Brazil* 80 to 120 17
France 80 to 120 18
Spain 80 to 120 19
Jordan* 80 to 120 20
We are 100% compatible with:
With InMobi you get both reach and impact.
Compatibility
04/10/2023 23
Our Network
North America3.2 Billion Ad Requests
Europe1.8 Billion Ad Requests
Africa2.8 Billion Ad Requests
Asia Pacific11.5 Billion Ad requests
Middle East 514 Million Ad Requests
InMobi can offer developers monetization in all regions around the globe.
04/10/2023 24
Froggy Jump Case Study
Invictus Games Sees eCPMs as High as $5.99 for iPhone Game With InMobi
04/10/2023 25
Shotgun Free Case Study
Inedible’s Shotgun Free iPhone App Triples International eCPMs With InMobi
04/10/2023 26
InMobi World Developer Fund
• $2 Million Dollar World Developer Fund– Normally ad networks share revenue with publishers– We offer you 100% of revenue earned– Program lasts until the fund is gone– Real support for developers
04/10/2023 27
Austin Special Offer
• Join Our Dev Community• http://inmobi.com/onlinecampaigns/austindev/
04/10/2023 28
Key Messages
• Think globally• Build a sustainable business• Test and experiment• Optimize based on data• Have fun!
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