flurry analytics - mobile monetization - asw berlin

JAMES KELM, SR. DIRECTOR, PRODUCT MANAGEMENT

SHOW ME THE MEASUREMENT: MONETIZING MOBILE APPS

Yahoo 2016 Confidential & Proprietary2

$31

$23

$33

$21

2014

IN-APP PURCHASES MOBILE ADS (EX. SEARCH)

Source: Flurry Analytics, eMarketer, AppAnnie, Apple

THERE’S A LOT OF MONEY IN THE MOBILE APP ECOSYSTEM…

2015

Global Mobile Revenues (Billions)

Yahoo 2016 Confidential & Proprietary3 Source: eMarketer.com

…AND MOBILE AD SPEND IS ONLY GROWING

$0B

$10B

$20B

$30B

$40B

2014 2015 2016 2017 2018 2019

$34$30

$26

$21

$15

$10

US Mobile Ad Spending 2014-2019

http://emarketer.com


YOUR IMPACT

Content Creation & Consumption

Shifting Users From Traditional MediaApp Commerce

Yahoo 2016 Confidential & Proprietary

US TIME SPENT ON MOBILE

5

Source: Flurry Analytics, comScore, Pandora, Facebook, NetMarketShare. Note: US, June 2015

WHAT ADS ARE WORKING BEST FOR MOBILE APPS


NATIVE AND VIDEO WORK BEST.

Native

Video


WHAT IS NATIVE?

Native Advertising:

Third-party ads that match the look, feel, and visual context of the environment they are seen. Native ads are not branded content with an editorial voice.


TOP PERFORMING CATEGORIES FOR NATIVE

SOCIAL

MESSAGING

NEWS & CONTENT

PHOTOGRAPHY

UTILITY & PRODUCTIVITY


EXPLOSIVE GROWTH IN NATIVETotal Ad Requests by Region and Year-over-year growth

United States Rest of World

39.4B236.1B

76.1B

2.02T

+498%YoY Growth:

+2,548%YoY Growth:

Source: Yahoo, July 2016


NATIVE IS GLOBAL

WEB APP



NATIVE ADS DRIVE HIGHER ROI FOR PUBSNative vs Display eCPM

CPM

+227%


BANNER NATIVE


WHAT DO VIDEO ADS LOOK LIKE IN 2016?

Video Advertising:

• Vertical

• In-Stream

• Interstitial

• Rewarded


TOP PERFORMING CATEGORIES FOR VIDEO

GAMES

MESSAGING & SOCIAL

VIDEO & ENTERTAINMENT

MUSIC

PHOTOGRAPHY

HOW AND WHEN SHOULD I INTEGRATE ADS?


DECIDE WHEN TO INTEGRATE ADS

DAY 01 or DAY ??


UNDERSTAND AD IMPACT ON USER RETENTION


WHAT’S NEXT?

Tune your Ad Experience:

• Analyze user experience(s)

• Fix performance issues

• Experiment with placement and frequency

• Segment your audience


EXPERIMENT WITH PLACEMENT

Place video ads at a

natural break in the

app flow

Distribute native ads

throughout the content

of the app


THINK ABOUT YOUR AUDIENCES

• Who are your users?

• Where do they come from?

• Are they making in-app

purchases?

• Segment users

• Purchasers

• Potential Purchasers

• Ad viewers


MONEY MATTERS…

…But not at the expense of user experience

• Ad performance: Fill, CPM, CTR, Viewability

• Address low CTR

• Address low fill, viewability


THE BOTTOM LINE

• Think native and video

• Integrate early

• Test and iterate

THANK YOU LEARN MORE AT DEVELOPER.YAHOO.COM

flurry analytics - mobile monetization - asw berlin

Data & Analytics