maximize app engagement and monetization - DroidCon Paris 2014
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Transcript of maximize app engagement and monetization - DroidCon Paris 2014
Maximize App Engagement and monetizationJean Maisonnial Mobile Apps Consultant
Droidcon, Paris 2014
Introduction
Build y
our a
ppGrow your
audience
Engage users
Monetize
1 Billion active Android users
1B
60%Mobile share of U.S. Digital Media Spent Time (june 2014)
Mobile momentum
The worldwide market for Google Play downloads continues to grow rapidly
Worldwide quarterlyGoogle Play app downloads
IndexedDownloads
1.5xyear on year Quarterly app downloads
from Google Playgrew approximately 150%from Q1 2013 to Q1 2014
The worldwide market for Google Play downloads continues to grow rapidly
Worldwide quarterlyGoogle Play app downloads
IndexedRevenue
2.4xyear on year
Revenue is soaring, outpacing download growth
Google Play quarterly apprevenue more than doubledfrom Q1 2013 to Q1 2014
Growth in Google Playdownloads and revenuepresents an expandingopportunity for app publishers
Revenue is soaring, outpacing download growth
A growth driven by the gaming industry
3 out of 4 Android users are playing game
An increasingly competitive industry
How to turn your app into a sustainable business
Monetize
earn more from ads and in-app purchases
Promote
grow more by showing your ads across our vast network of apps
Analyze
know more with the power of Google Analytics
Google Confidential and Proprietary
How to leverage app monetization
Understand your audience
Grow IAP revenue
Maximize ad revenue
Google Confidential and Proprietary
UNDERSTAND YOUR AUDIENCE
Learn from your users
Understand your audience
Data loads instantly, so you can take action
immediately
Discover your high value users when you build custom segments
Understand the journey users take in your app
Measure in-app purchase revenue
Google Confidential and Proprietary
Understand your audience
Google Play Referral Flow
Understand your audience
Engagement Flow
Installations
EngagementOptimisation
LTV
Understand your audience
Monitor the Life Time Value
GROW IAP REVENUE
Monetization models
FreemiumUser pays for
additional features
In App Purchases
User purchases virtual goods within
the apps
Paid downloadsUser pays to download
the app
AdvertisingUser click and
interact with ads
IAP takes a big share of app revenue
In-app spending dominates total gaming spend, averaging 91% acrossthese four markets. However…
Grow IAP Revenue
Google Confidential and Proprietary Source: Google AdMob and Park Associates, October 2013
Killer 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. $0.94
Mobile spend per m
onth ($)
2–6% of users drive 95% of IAP purchase value
Grow IAP Revenue
$0
$20
$140
$120
$100
$80
$60
$40
40% 30% 20% 10% 0%
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.
“Only 5% of our users buy IAP”
Google Confidential and Proprietary
Hybrid model of ads + IAP = success
Grow IAP Revenue
Our most successful gaming partners are getting the most out of their users by combining different business models
Revenue indexed
Google Confidential and Proprietary Sources: Google Internal, App Annie
In-app purchase ads, step 1: Find premium users
Grow IAP Revenue
Played the game in the last 24 hours
Paid for an item in your game
previously
Google Confidential and Proprietary
In-app purchase ads, step 2: convert premium users
Grow IAP Revenue
User plays User fails Sell item
In-app purchase ads: casual users
Grow IAP Revenue
User plays User fails Show ad
Gamebasics have built a successful hybrid model.75% of revenue comes from IAP, 25% from ads
Grow IAP Revenue
Google Confidential and Proprietary
• Clicking away 3 ads opens prompt to “Buy Premium Matches” with no ads
• 75% in IAP, 25% in in-app ads with AdMob
• F2P• 90%+ non payers
MAXIMIZE AD REVENUE
CPC
Fill Rate
CTR
Impressions
RPM
Know your app’s KPIs
Maximize Ad Revenue
Network 1 Network 2 Network 3 Network 4 Network 5
$3.25
$2.75
$2.25
$1.75
$1.25
$0.75
$0.25Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Maximize Ad Revenue
The limits of basic ad mediation
Google Confidential and Proprietary
Ad Network Optimization + Live CPM
Maximize Ad Revenue
CPM: $4.20
Network A
Network B
Network C
Network D
Network E Network D
Network 1
Network 2
Network 3
Network 4
CPM: $4.60
GoogleDemand
Ad Network Optimization Live CPM
Network A
Network B
Network C
Network D
Google Demand
Free tools to grow your revenue effortlessly
Google Confidential and Proprietary
Flexible ad formats give you more choices and help you strike a balance between content and ads
Maximize Ad Revenue
Video Picture Text
Google Confidential and Proprietary
Maximize Ad Revenue
“Smart” detection of device width and orientation consistently deliver ads that fit the screen
Smart banners
Global average CPM of $2.75
Interstitials have 5X the CTR of banners
Maximize Ad Revenue
Google Confidential and Proprietary
Promote your app
Google Confidential and Proprietary
Promote your app
Dow
nloa
ds /
day
Rank
ing
in fr
ee a
pp s
tore
Downloads Ranking
More downloads = better ranking = more downloads
Radio Skol – High Ranking Delivers Audience
Google Confidential and Proprietary
Jumpstart your user base with house ads
Promote your app
Activ
e us
ers
Time
App A
App B
Google Confidential and Proprietary
Set impression limits on house ad campaigns
within your app
Create direct deals with house ad impression goals
Promote your app
Supplement your income with controlled
campaigns from other app developers
Google Confidential and Proprietary
To wrap up
Understandyour audience with
Google Analytics
Growin-app purchase revenue with targeted campaigns through
In-App Purchase Ads
Maximizead revenue with Ad Network
Optimization and Live CPM, giving you access
to real-time demand
Google Confidential and Proprietary
The App Developer Business Kit
Consumer research in key markets to unlock the secrets of building a great app
The latest case studies and best practices
Interviews with app developers and established industry figures.
Learn how to grow your app idea into a successful business.
Resources
Google Confidential and Proprietary
Find it at: www.google.com/admob
Thank You. Questions?