The Yin and Yang of Mobile Advertising
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Advertising has traditionally been synonymous with 'art.' The ‘science’ in advertising evolved with the digital era when measurement and impact became possible on the Internet medium. In Mobile Advertising, the key challenge is to provide a compelling user experience through a combination of Art and Science; by balancing the Yin (of beautiful ad experiences that your users love) & the Yang (of leveraging deep understanding of your audience for better targeting, analytics & monetization). Gamers go through an emotional roller coaster during a game play. A fine blend of leveraging Art & Science can now help you deliver the best user experience (tied to their emotional state) and earn revenue at the same time. Piyush Shah, Vice President Products, InMobi, will talk about how this Yin & Yang works for mobile advertising, especially for game developers, both for effective monetization and user acquisition.
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The Yin and Yang of Mobile Advertising
- 1. The Yin and Yang of Mobile Advertising Advertising
- 2. Piyush Shah VP, Products at InMobi InMobi • World’s largest independent mobile advertising platform • 872 mn unique users, 165 countries, 420 TB/month of data • Funded by Softbank Japan, KPCB & Sherpalo Ventures • Work with top App developers, Brands & Commerce clients globally 18 Nov 2014
- 3. Yin & Yang – the right blend of Art & Science
- 4. Yin in Mobile is… Art… Emotion…
- 5. Yin in Mobile Gaming is… Designing for the ”right” user experience AND ‘protecting’ it
- 6. Yin in Mobile Gaming is also…. Being aware of the ‘Emotional roller coaster’ your users are going through
- 7. Yang in Mobile is… Understanding how your user context & data is a powerful ‘goldmine’ • Device • OS • Browser • Age • Gender • Ethnicit y • City/Zi p • Carrier • POI • Session Time • Engagement s • User History • App ownership • Activity patterns • Moods/Emotions • In-app purchase behavior • Life time value
- 8. Yang in Mobile is… Leveraging these data signals & building Consumer profiles is the SECRET sauce
- 9. Yang in Mobile Gaming Building granular user profiles based on ‘underlying’ gaming concepts Loves casual games Loves “Bubble burst” games Loves “Endless runner” games Loves “Pattern matching” games
- 10. How does this Yin & Yang come together for Mobile Monetization & User Acquisition ?
- 11. Case study: Game Monetization – ‘Endless runner game’ • Art – Preserved user experience by monetizing through InMobi’s Native Ads platform; NO banners • Emotion – Blended different Ad experiences (Native Interstitial vs Video Ads vs Rewarded Video) with game; according to user’s emotions and ‘state of mind’. • Reduced user fatigue by frequency capping & Ad rotation - # of ads shown at a session, daily or lifetime level • Improved eCPM monetization by showing the most relevant ads (thru better targeting & prediction) based on overall consumer profile
- 12. Case study: User Acquisition - Midcore game Western countries Eastern countries Rich media Holiday season Static ads Provided a compelling creative experience – ‘Ads that users love’ • Seasons, Festivals, Global events • Time of day, place, 3G vs Wifi • Culturally, Localised Targeted & optimized for the highest LTV users • Users with preference for related game genre – Fantasy, Strategy, Action games • Users that have shown high propensity to ads thru lookalike targeting • Negatively target existiing users & non-high LTV users • Dynamically changed bids based on LTV,
- 13. It has the nature of life, namely, to connect organically the polar opposites, the stumbling blocks of logic, and to unite them in an all embracing rhythm. Lama Govinda Parting thought… Lets connect on Twitter! I’m @shahbuckler @InMobi
Notas do Editor
- "yin yang", are concepts used to describe how apparently opposite or contrary forces are actually complementary,[Note 1] interconnected, and interdependent in the natural world, and how they give rise to each other as they interrelate to one another. Many tangible dualities (such as light and dark, fire and water, and male and female) are thought of as physical manifestations of the duality of yin and yang. The Oxford English Dictionary defines: yin (jɪn) Also Yin, Yn. [Chinese yīn shade, feminine; the moon.] a. In Chinese philosophy, the feminine or negative principle (characterized by dark, wetness, cold, passivity, disintegration, etc.) of the two opposing cosmic forces into which creative energy divides and whose fusion in physical matter brings the phenomenal world into being. Also attrib. or as adj., and transf. Cf. yang.
- Design and creativity are far more integral to Mobile than for Desktop Form factor, Mobile-first Capabilities, Mobile content explosion - Grab & Retain the attention of consumers Art -> How we consume news, or music/video, or even social networking Emotion How we express ourselves a lot more, real time, publicly – Moods, Thoughts & Aspirations How do you retain the attention of consumer once you have grabbed it How do u create a lasting impression / connect in mind of consumer http://www.flurry.com/bid/102208/The-Mobile-Content-Explosion#.VGJUBfmUeSo In fact, just on the Flurry platform the number of independently owned app developers that have a worldwide audience of over 20 million Monthly Active Users (MAU) has jumped from 7 in Q1 2012 to 32 in Q3 2013. That is whopping 357% growth in 18 months. In the same period, the number of app developers with an audience over one million MAU has risen from just under 400 to 875, a whopping 121% growth. Explosion of content, small snackable content available everywhere How do you grab the attention of consumer 91%of adults have their mobiles phones within arm’s reach 24/7 http://www.flurry.com/blog/flurry-insights/rise-mobile-addict#.VGJTz_mUeSo We have defined a “Mobile Addict” as a consumer that launches apps more than 60 times per day. Looking at data Flurry sees from 500,000 apps across 1.3B devices as of March 2014, we know that on average, a consumer launches apps 10 times per day. So we have defined a “Mobile Addict” as someone who launches apps 6 times more per day than the average. Mobile Addicts Are Multiplying The chart below shows the year-over-year growth in usage, across all segments of mobile app users. The Mobile Addict segment is growing the fastest, posting 123% growth between 2013 and 2014. In March of 2014, there were 176 million Mobile Addicts, up from 79 million in March of 2013. That is astonishing growth in a single year. This compares to 55% growth for a category we’re calling Super Users and 23% for Regular Users, who launch apps 16 times or less per day.
- Game studios are majorly focused on the Art – China example of Hollywood studio creative designers Finland – hotbed of game design The BIG Question is – Why should advertising on Mobile be any different? How do we make it beautiful and compelling for the user? Spiderman Unlimited – 10-50M downloads, by Gameloft Skateboard game is Pepi Skate (Brazilian origin) – 10-50M downloads on Android Racing game is Need for Speed: most wanted – 1 – 5M downloads - EA Helicopter game is GUNSHIP BATTLE : Helicopter 3D – Joycity Corp (from Japan/China/Eastern country) , 10-50 M downloads
- Its not just the game design – The Game mechanics leverages the emotional state of the user – through free rewards, level ups, nudges, tips, etc BIG question remains – How should advertising leverage these emotions – esp when it comes for monetization?
- Mobile is NOT just a device : it’s a gigantic Firehose of Data – Generates 10X data signals than desktop – because A typical user reaches out for his device 150 times every day. Unlike the desktop website, your app has a direct connection the user – because it sits on the device - it of course gives you a position of power (and huge responsibility) a) Geo – zip code, precise location, city, b) Activity patterns: Commuting at fixed hours twice in a day, staying at home morning till evening User Geo Contexts e.g.. Financial or Business district Workers, Staying at home – Housewife or Working women c) Moods (running, walking, sleeping, driving), time of day, device and what you consume -
- 1) Hence, it allows us to study user behaviour and capture Moments of Maximum Opportunity – capturing a need in real time and fulfilling that need in nanoseconds – also the time when they are most likely to engage with mobile ads
- 1) Game is called bubble shooter, candy crush sodalicious, Subway surfers Each individual is unique and has different wants and needs. Hence, there has been an explosion of customer segments – hence different offerings for each segment - #car models, #apps, # smartphone models, (looking for more data points here) All product development and hence, advertising are moving to cater to the “Segment-of-one”
- Since these games have sticky users that create a large number of sessions (and hence impressions) over a life time you can use many more opportunities to monetize. Hence, focus on high eCPm ad formats Video ads when the gamer beats his high score or every 5 turns Rewarded ads when the gamer has failed to beat the challenge Native interstitials every 2/3 turns Interactive ads at app exit
- -targeting on clicks improved CVR from .25% to .4%