Chris started his career in magazine and digital publishing before moving into games. After an MBA at the London Business School he headed up business development at Synergenix, Infospace and PlayerX before moving to Papaya in 2011. PapayaMobile provides both tools for game developers and content for players on its growing social mobile network of over 80 million users worldwide. Papaya’s latest product, AppFlood, is a new way to acquire users for Android and iOS applications. Rather than losing 30% to traditional ad networks, publishers and advertisers are buying and selling installs on the only commission-free install market. In addition, developers can use AppFlood cross-promotion to exchange non-incentivized traffic in order to grow their users for free.

1. EXCHANGING ADS AND INSTALLS WITH
OTHER APPS AND GAMES

2. …
• How do app promotion exchanges work?
• (Brief) hints and tips for maximising your clicks
and conversions
• (Quick) case study – “Driving Acquisition through
Cross Promotion – How One App Succeeded…”

3. ?
Advertisers buy installs direct
from network publishers.
Publishers earn revenue from
advertisers for providing the
installs.
Publishers withdraw their
earnings or exchange them
for more installs.

4. 1. No budget allocation needed
2. No financial transactions so no
commission paid
3. Aggregate traffic from a series of
apps over time into a burst
campaign
4. Create clusters/direct deals to
exchange installs with selected
partners
5. Can also be used as a “normal”
UA or ad sales platform

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• $
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7. In-game ads are a sacrifice players are willing to put up
with to play a game or use an app for free.
If done well, they’re not
adverts

8. ?

9. Data source: AppFlood banner performance: March 21st -
March 28th 2013
1. Everyone hates banners.
2. They take up screen real estate
limiting what you can actually see
in your game.
3. They're distracting, annoying and
more often than not they'll get in
the way of whatever you're
actually trying to do.
4. They're almost never clicked on.
App users become frustrated and
in the end you barely make any
money from them.
5. Fat thumbed gamers that do click
on then have usually done so by
accident.
'

11. 1. The best performing ad
format on AppFlood.
2. This leads to some rather
nice average CTRs between
15 to 20%.
3. In the case of this particular
ad format installs averaged 1
for every 3.5 clicks.
Data source: AppFlood banner performance: March 21st -
March 28th 2013
$

12. “ ”

13. While some ad formats generally perform badly all round, some ad formats
lend themselves for particular app types.

14. $ ?
!

15. 1. Everyone hates loves the Marketing guy don't
they?
2. Everyone's under pressure to make an
impression and you'll see plenty of sites out their
promising eCPMs over $30, in some cases even
over $100!
3. While eCPMs over $30 is certainly possible in
some cases, the volume of impressions is
usually so low that it's not even worth
mentioning.

16. 

18. A typical ad network will take a minimum of 40% cut. With some apps
earning millions of dollars every month, wouldn't you rather keep all the
revenue to yourself?
A few options to avoid
commissions:
•Direct deals.
•Cluster Deals.
•Commission-free network.

20. '

22. Not all networks are the same and you could find eCPMs vary greatly
from network to network.
Connecting to one network means you'll only ever be tied to the best
performance of that network.

23. ?
!

24. If the ad network you go through is transparent and lets you see which
apps are providing you traffic plus the performance on those individual
apps, you'll find some apps perform better than others.

26. It sounds
too simple
to work but
it does.

27. • Think recommendations. Not ads
• Everyone's a loser with banner ads. Ditch them
• We love app lists. Average eCPMs over $4.50
• Choose networks that make realistic claims
• Cut out any middleman fees
• Reduce the number of redirects ads go through before they're
served in your app
• Mix and match the right ad formats for your App
• Connect to multiple networks and focus on best performers
• Block poorly performing apps
• Simply ask for better terms
…

28. Exchanger Success Story
Dragon Kingdom
Goal: Accelerate user adoption through install exchange.

29. 37,000 free installs
Timeline: from
signup to free users
in 72 hours
385% DAU increase

30. chrishanage@papayamobile.com
@chrishanage
@PapayaMobile
:
?

31. iphone screen
Ads triggers when press any
button at the homepage.
AppFlood ads displays when
press back button.
Candy star
1,000,000 - 5,000,000
downloads in Google Play
AppFlood ads displays when
level up.