Data at the Heart of Your Business: Maximize the Value of Every User
22
Google Confidential and Proprietary The Developer Dilemma Smarter monetization with AdMob Sivan Enden, Strategic Partner Manager, EMEA Casual Connect Tel Aviv 2015
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Transcript of Data at the Heart of Your Business: Maximize the Value of Every User
Google Confidential and Proprietary
The Developer Dilemma Smarter monetization with AdMobSivan Enden, Strategic Partner Manager, EMEACasual Connect Tel Aviv 2015
Google Confidential and Proprietary
Tal Philos
Do you have it in higher quality?
Sivan Enden
no :( it's from a YT Video
Source: Swrve, Jan 2014
1.5%
Google Confidential and Proprietary
what are you missing out on?
Source: VisionMobile, App Economy Forecasts 2014–17, December 2014
Value of in-app ad advertising market by 2017
Tal Philos
You need to fix this one.. It's all wrong (size, layout...)
Sivan Enden
don't be too specific :)
Google Confidential and Proprietary
The Dilemma
Google Confidential and Proprietary
Hybrid models are more successful
Sources: Google Internal, App Annie
Combination
Ads
IAP
0.05
0.25
0.5
Our most successful gaming partners are getting the most out of their usersby combining different business models
Revenue indexed
Google Confidential and Proprietary
User Segmentation
Users who are likely to spend IAP
$
AD
Users who click on ads
Google Confidential and Proprietary
Know your users
A successful monetisation method must be based on analytics
Google Confidential and Proprietary
Audience Builderintegration of analytics & admob
Use your own data for user segmentation
Reached level 5
Average 3 minutes per session
Spent $10 past 30 days
Audience Builder
Google Confidential and Proprietary
Know your users before you know your users
IAP ads
Buyer
IAP House ads beta
Google Confidential and Proprietary
Two-man Australian mobile game company. Started using AdMob in 2015 and implemented AdMob IAP house ads for their game Gun Fu: Stickman 2.
DobSoft
Revenue growth over two
month period
6X 20%Increase in
average revenueper user
Tal Philos
למה לא לשים את הסלייד הזה על אותו טמפלט כמו שהיה עד עכשיו?... לא נראה טוב
Google Confidential and Proprietary
It’s complicated
Google Confidential and Proprietary
Intelligent ad serving based on user analytics
The Admob Platform - one stop shop
Mediation
in-app purchase
Network demand
Analytics
Smarter Monetisation
Google Confidential and Proprietary
You don’t have to commit
$2.75
$2.25
$1.75
$1.25
$0.75
$0.25Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
$3.25Different networks perform differently
Google Confidential and Proprietary
AdMob mediates more than 40 ad networks
2540
2014 2015
Google Confidential and Proprietary
SDK-less mediationSDK
SDK-less
Ad network B
Serve third party demand without having to update app with additional adaptors and SDKs
Ad network A
Google Confidential and Proprietary
Mediation for all major formats
Banner Video Interstitial Reward based
COMINGSOON
Google Confidential and Proprietary
Different formats perform differently
Banner Video Interstitial Native
Google Confidential and Proprietary
Native ads
Google Confidential and Proprietary
Reservation
Deliver based on clicks/imp
goalsPace the
campaignCross
promotion Direct deals
Google Confidential and Proprietary
Smarter monetisation
Know your users
Treat them differently Maximise Yield
Thank You
