Наталья Вазиленко
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Transcript of Наталья Вазиленко
Google Confidential and Proprietary
Возможности увеличения доходности приложений с GoogleAntonina Goncharova Natalia Vazilenko Greg Ivanov
Google Confidential and Proprietary
95%
Google Confidential and Proprietary
They Are Using 1 to 5 Apps Daily
Google Confidential and Proprietary
And They Are Ruthless
Google Confidential and Proprietary
Time to Drive Revenue
Google Confidential and Proprietary
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
Google Confidential and Proprietary
Maximizing ad revenue
Growing IAP revenue
Understanding your audience
Google Confidential and Proprietary
Build an Ad Strategy From the Start
Google Confidential and Proprietary
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
Google Confidential and Proprietary
+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?
Google Confidential and Proprietary
High fill-rates
Many platforms Lots of Google advertisers
+ =
AdMob’s unmatched global reach and scale
Google Confidential and Proprietary
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 Confidential and Proprietary
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
Google Confidential and Proprietary
Optimize Your Advertising Strategy
Improve the user experience for free ad-supported apps by respecting consumers’ ad-preferences
Google Confidential and Proprietary
“Smart” detection of device width and orientation consistently deliver ads that fit
Smart Banners
Google Confidential and Proprietary
Google Confidential and Proprietary
App Promotions Interstitials
Google Confidential and Proprietary
MediationManage traffic from many ad networks
Google Confidential and Proprietary
Ad networkC
Ad networkB
Mediation
Download our free game!
Manage traffic from many ad networks
Google Confidential and Proprietary
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
Google Confidential and Proprietary
Understand and Analyze Your Users
Google Confidential and Proprietary
Google Analytics in AdMob
Google Confidential and Proprietary
Seamlessly integrated reporting
Google Confidential and Proprietary
“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
Google Confidential and Proprietary
Failed at level 10…
5x 10x 15x
Take action before they abandon your game
Audience segmentation
Google Confidential and Proprietary
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
Google Confidential and Proprietary
Adapted strategy (step 2): Identify your user segments
?
Google Confidential and Proprietary
Adapted strategy (step 3): Convert users
User plays User fails Sell item
Google Confidential and Proprietary
Adapted strategy ( step 4): monetise non-premium users
User plays User fails Show ad
Google Confidential and Proprietary
Make The First Move to Advanced solutions
Google Confidential and Proprietary
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
Google Confidential and Proprietary
Third party sales Third party sales
Networks
Launch Growth Maturity
Direct Sales
Network Networks RTB
Mediation
Life-cycle of the monetisation strategy
Google Confidential and Proprietary
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
Google Confidential and Proprietary
Ad Serving Yield Management Google DemandScreens
Web
Mobile Web
Mobile Apps
Google Confidential and Proprietary