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InMobi Webinar - The 7 Sins of Mobile Ad Monetization
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Transcript of InMobi Webinar - The 7 Sins of Mobile Ad Monetization
The 7 Sins ofMobile AdMonetization
Presented By: Tanvi KapoorProduct Marketing Manager
Agenda– Introduction
– Ad Monetization – The Seven Deadly Sins
– Q&A
And mobile advertising is growing
There are primarily 3 ways of making money from mobile apps
2012 2013 2014 2015 2016
57.382.8
127.7167
211.3
6.6
9.1
11.1
12.5
13.4
Paid-For Downloads Free Downloads
Mobile App Store Downloads (in Billions)
1 Paid App Downloads 2
IAP in Numbers2013
5%
17%
2%
Average Conversion Rate in 2012-13
Share of App Store Revenues
Average Conversion Rate in 2017
3 AdvertisementsIn-App Purchases
2012 2013 2014 2015 2016
9.7 11.413.5
17.2
24.5
Mobile Ad Revenues(in USD Billion)
Data collected from each user interaction is extremely valuable
While watching
TV
Lying in bed
Commuting During outings
ShoppingPlaying
~250 data points/user/month
3 bn+ input data points
in 24hrs
The mobile is a very personal device
Advertisers are getting more ROI
Helping advertisers reach their objectives by reaching
With the right message
At the right time
In a relevant context
In the right location
Their target consumers
With a compelling experience
…And more targeted
Advertising basics : Metrics that matter
eCPM
Revenue
Impression
Fill Rate
CTR
Refresh Rate
Ad Monetization – Seven Deadly SinsPhoto credit: Flickr/xchanttelx
1. Believing Inventory is Homogenous
17 Deadly Sins of Ad Monetization
Believing Inventory is Homogeneous Developers don’t tend to categorize their inventory.
Solution• Know your premium inventory• Distribute your inventory appropriately+10%
Understand the value of your inventory
App LaunchPlacements
Reserve this premium inventory for House Ads
In-AppAdvertising
Advertising At Natural Break Points
Reserve in-game ad slots for non-intrusive ad units
Use Interstitials at natural break points like a score board
2. Sending Low Quality Signals
27 Deadly Sins of Ad Monetization
Sending Low Quality SignalsData, Data, Data.
Solution• Cleaner signals result in better targeting• Lat/Long, Country, State, City,
Demographics, Keywords, App Category+20%
Data is what makes your inventory valuable to an advertiser
Telco/Device Content Behavioral Context RetargetingGeo Targeting Demographic
Telco
Manuf.
Model
OS
Country
City
Zip
Geo Fencing
Gender
Education
Language
Multicultural
Auto
Finance
Music
Weather
Shoppers
Movie Buffs
Travelers
Moms
Home
Office
Holiday Weekend
Clickers
App Owners
News
Site visitors
GamesHousehold Financials
3. Ignoring User Profiles
37 Deadly Sins of Ad Monetization
Ignoring User ProfilesKnow when and what to show. More exposure != $$
Solution• Work with a partner who takes
the user profile into account• Create flexible streams for a
custom experience
+15%
Leverage each user profile differently
Who is the user?
Competitive Gamer?
Casual/Achiever?
Socialite?
Non Paying User?
Acquire similar users
Promote Level Ups, VG and Assists
Go Viral withSocial Taunts
Monetize throughAds
Travel Enthusiasts
New Mothers
Gaming Enthusiasts
In-Market for Cars
And show the most relevant ad to your non-paying users
4. Ignoring Usage Behavior
47 Deadly Sins of Ad Monetization
Ignoring Usage BehaviorMonetize with ads but not at the cost of losing your users
Solution• Analyze how many times you
show an ad to a user during a session +10%
Control the experience for your users
PLACEMENT
• For casual games, place interstitials every 2-3 levels, for midcore games – after every level
• For PvP games, the best placement is after a turn is over and in general during passive screens
FREQUENCY
• Measure usage statistics to ensure in-session retention rate does not drop faster than the user engagement rate with the ad unit
TIMING
• If avg user time on your app is 5 mins, the best time to show an interstitial is just before they leave the app – for example at 4 mins. This ensures you are able to monetize the users while maintaining the interaction flow
VARIETY
• Work with a partner who will allow ad rotation at adequate refresh intervals and ensures the advertisements are rotated for your site. This helps manage ad fatigue and prevents ad blindness.
5. Not Adopting New Ad Trends
57 Deadly Sins of Ad Monetization
Not Adopting the Latest Ad TrendsDevelopers tend to not update their apps with new formats
Solution• Keep up to date with the flavor
of the season• Advertisers will focus their
spends on the best performing ad format
+15%
In-app experience is key for ad monetization
Custom Interstitials with Frames
Custom Interstitials with Animations
Video Ads
Banners Interstitials Custom Ads Video Ads
Average CTRs x
8X
12X
18X
6. Not Choosing the Right Partner
67 Deadly Sins of Ad Monetization
Not Choosing the Right PartnerHow many networks can you partner with? The more you
add, the heavier your app will be.
Solution• Use a Mediation Partner• Choose networks with a
combination of scale and performance
+20%
Demand diversity is essential for performance
Entertainment
CPG & Retail
Finance
Travel
Telecom
Auto
News & Directories
7. Ignoring Industry Evolution
77 Deadly Sins of Ad Monetization
Ignoring Industry EvolutionThinking the new OS does not affect you is a deadly sin
Solution• Update your SDKs!• Optimize for newer platforms• Keep up with App Store policies +10%
What is happening in the industry
Automatic app updates to ensure 100% of your customers have your update
64 bit processor support. More bits, More power, Better Games
Deprecation of UDID and MAC address
Questions?