Advertising is one of the two most popular monetization methods in mobile apps and games. Yet the field is filled with confusing terms, metrics and acronyms. This talk gives a brief introduction to the industry aimed at independent app/game developers and publishers.
16. Full screen ads
Interstitial image ads
Video ads
Playable ads
• Good user engagement
• Don’t take up real estate during
gameplay
• Can’t show too often (needs a
natural pause)
• Can be “heavy”
17. Offer walls
• Can be user initiated
• Show multiple ads
• choice for the user
• diluted for advertisers
18. Native ads
• Look like content
• Can be non-intrusive
(e.g. replace field ads in
sports game)
• Hardly accessible to indie
developers
21. Basic terms
• Impression
ad displayed to user once
• CTR – click-through rate
percentage of impressions resulting in clicks on the ad
• IR – install rate
percentage of clicks resulting in app installation
22. Ad pricing models
• CPM
Cost per mille (thousand impressions)
• CPC
Cost per click
• CPI
Cost per install
• CPA, CPL, etc.
Cost per action, lead, etc.
24. CTR – click-through rate
• Percentage of ad impressions resulting in clicks
• Improve by perfecting ad copy and campaign
targeting
25. IR – install rate
• Percentage of clicks resulting in app installation
• For app/game advertisers
• Improve by perfecting store listing, ad copy
relevance (sometimes at the expense of CTR)
26. CPI – cost per install
• For app/game advertisers
• Improve by increasing both CTR and IR
27. ROI – return on investment
• Based on “deeper” internal metrics
• Improve by acquiring better users cheaper (trial &
error, previous experience)
33. Fill rate –
percentage of ad
requests resulting
in ad impression
Requests
made
Ads
received
• Almost never 100% for a
single ad provider
• Can vary dramatically based
on the region and other
factors
• Smaato: “Worldwide, the
average ad network fill rate
was 10% in Q3 2011”
34. Mitigating low fill rate
Ad Provider 1
Ad Provider 2
Ad Provider N
Cross promotion or “house ad”
35. Last step – something with 100%
fill rate
• House ads – ads for your
other apps or services,
“public service” ads
• Cross-promotion ad for a
partner publisher
• Cross-promotion network
36. Empowering developers to
help each other grow.
• free advertising for your apps
• utilize 100% of your ad space
• 9,000+ apps, more than 1 billion ad
impressions a month
www.adduplex.com
The largest cross-promotion
network for Windows Phone
and Windows Store apps
37. Step 1:
Create an ad for your app
Step 2: Place a line of
code into it and start
advertising other apps
Step 3:
They promote yours in return
44. Arguments against ad
monetization
• Religion, allergy, etc.
• Rarely/short running apps
• Negative effect on UX (as any other attempts to
monetize )
• Extra permission requirements/privacy concerns
• High revenue unpredictability
• Optimizing ad revenue takes time and effort