Flurry Analytics - Mobile Monetization - ASW Berlin
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Flurry Analytics Mobile Monetization Presentation from the 2016 App Strategy Workshop in Berlin
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Flurry Analytics - Mobile Monetization - ASW Berlin
- 1. JAMES KELM, SR. DIRECTOR, PRODUCT MANAGEMENT SHOW ME THE MEASUREMENT: MONETIZING MOBILE APPS
- 2. Yahoo 2016 Confidential & Proprietary2 $31 $23 $33 $21 2014 IN-APP PURCHASES MOBILE ADS (EX. SEARCH) Source: FlurryAnalytics, eMarketer,AppAnnie,Apple THERE’S A LOT OF MONEY IN THE MOBILE APP ECOSYSTEM… 2015 Global Mobile Revenues (Billions)
- 3. 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
- 4. Yahoo 2016 Confidential & Proprietary4 YOUR IMPACT Content Creation & Consumption Shifting Users From Traditional Media App Commerce
- 5. Yahoo 2016 Confidential & Proprietary US TIME SPENT ON MOBILE 5 Source: Flurry Analytics, comScore, Pandora, Facebook, NetMarketShare. Note: US, June 2015
- 6. Yahoo 2016 Confidential & Proprietary6
- 7. WHAT ADS ARE WORKING BEST FOR MOBILE APPS
- 8. Yahoo 2016 Confidential & Proprietary8 NATIVE AND VIDEO WORK BEST. Native Video
- 9. Yahoo 2016 Confidential & Proprietary9 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.
- 10. Yahoo 2016 Confidential & Proprietary10 TOP PERFORMING CATEGORIES FOR NATIVE SOCIAL MESSAGING NEWS & CONTENT PHOTOGRAPHY UTILITY & PRODUCTIVITY
- 11. Yahoo 2016 Confidential & Proprietary11 EXPLOSIVE GROWTH IN NATIVE Total Ad Requests by Region and Year-over-year growth United States Rest of World 39.4B 236.1B 76.1B 2.02T +498% YoY Growth: +2,548% YoY Growth: Source: Yahoo, July 2016
- 12. Yahoo 2016 Confidential & Proprietary12 NATIVE IS GLOBAL WEB APP Source: Yahoo, July 2016
- 13. Yahoo 2016 Confidential & Proprietary13 NATIVE ADS DRIVE HIGHER ROI FOR PUBS Native vs Display eCPM CPM +227% Source: Yahoo, July 2016 BANNER NATIVE
- 14. Yahoo 2016 Confidential & Proprietary14 WHAT DO VIDEO ADS LOOK LIKE IN 2016? Video Advertising: • Vertical • In-Stream • Interstitial • Rewarded
- 15. Yahoo 2016 Confidential & Proprietary15 TOP PERFORMING CATEGORIES FOR VIDEO GAMES MESSAGING & SOCIAL VIDEO & ENTERTAINMENT MUSIC PHOTOGRAPHY
- 16. HOW AND WHEN SHOULD I INTEGRATE ADS?
- 17. Yahoo 2016 Confidential & Proprietary17 DECIDE WHEN TO INTEGRATE ADS DAY 01 or DAY ??
- 18. Yahoo 2016 Confidential & Proprietary18 DECIDE WHEN TO INTEGRATE ADS DAY 01 or DAY ??
- 19. Yahoo 2016 Confidential & Proprietary19 UNDERSTAND AD IMPACT ON USER RETENTION
- 20. Yahoo 2016 Confidential & Proprietary20 WHAT’S NEXT? Tune your Ad Experience: • Analyze user experience(s) • Fix performance issues • Experiment with placement and frequency • Segment your audience
- 21. Yahoo 2016 Confidential & Proprietary21 EXPERIMENT WITH PLACEMENT Place video ads at a natural break in the app flow Distribute native ads throughout the content of the app
- 22. Yahoo 2016 Confidential & Proprietary22 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
- 23. Yahoo 2016 Confidential & Proprietary23 MONEY MATTERS… …But not at the expense of user experience • Ad performance: Fill, CPM, CTR, Viewability • Address low CTR • Address low fill, viewability
- 24. Yahoo 2016 Confidential & Proprietary24 THE BOTTOM LINE • Think native and video • Integrate early • Test and iterate
- 25. THANK YOU LEARN MORE AT DEVELOPER.YAHOO.COM