6. Google Confidential and Proprietary
There are many ways to monetize
Freemium
User pays for
additional
functionality
In-app
purchase
User purchases
digital goods within
the app
Paid
downloads
User pays a fee
to download
Advertising
User clicks on ads
7. Google Confidential and Proprietary
Maximizing
ad revenue
Growing IAP
revenue
Understanding
your audience
9. Google Confidential and Proprietary
eCPM grows by 300% during the past one year
Seasonality
New AdMob
Launch
Interstitials
Ads Expansion
eCPM
Floor Launch
eCPM = Effective Cost Per
Thousand Impressions
eCPM
Time
Ad Network A
10. Google Confidential and Proprietary
+3.5 billion ad requests received by
AdMob every day
+350 million of connected mobile
devices
+300k applications connected to
AdMob
Why work with Google?
11. Google Confidential and Proprietary
High
fill-rates
Many platforms Lots of Google advertisers
+ =
AdMob’s unmatched global reach and scale
12. Google Confidential and Proprietary
IDFA = Identifier for Advertising
● user resettable and out optable identifier
● basis for targeting, tracking etc.
● passed since Google Mobile Ads SDK for iOS v.6.5 ( 07/2013)
Android Ad ID (AAID)
● user resettable, and out opt-able identifier
● basis for targeting, tracking etc.
● passed since Google Play SDK version 4.1 (01/2014)
Having updated SDKs that use IDs is critical to getting RTB spend!
Tracking on mobile apps
13. Google Confidential and Proprietary
Google Mobile Ads SDK for Android
What is it?
The Google Mobile Ads SDK for Android is
available
to developers through Google Play services.
What are the most important benefits?
• Auto-updating for developers: users will
receive new updates to the Google Mobile
Ads SDK without the developer having to
release a new version of the app.
• User segmentation with IDFA
• Higher eCPMs and Fill Rate
14. Google Confidential and Proprietary
Optimize Your Advertising Strategy
Improve the user
experience for free ad-
supported apps by
respecting consumers’ ad-
preferences
15. Google Confidential and Proprietary
“Smart” detection of device
width and orientation
consistently deliver ads that
fit
Smart Banners
18. Google Confidential and Proprietary
Ad network
C
Ad networkB
Mediation
Download our free game!
Manage traffic from many ad networks
19. Google Confidential and Proprietary
You won’t maximize your revenue unless you
monitor and act on the rise and fall of each network’s CPM
Network
1
Network
2
Network
3
Network
4
Network
5
Manage traffic from many ad networks
23. Google Confidential and Proprietary
“Only 5% of our
users buy IAP”
2-6% of mobile users drive 95% of IAP purchase value
Killer Whales
1% mobile gamers
Spend >$50 per month
700k NA gamers
Avg. Month Spend. $68.27
Whales (including Killer Whales)
3% mobile gamers
Spend $25 - $49.99per month
2.5MM NA gamers
Avg. Month Spend. $29.37
Dolphins
16% mobile gamers
Spend $5 - $24.99 per month
14.3MM NA gamers
Avg. Month Spend. $8.15
Non-payers
37% mobile gamers
Spend $0 per month
31.3MM NA gamers
Minnows
43% mobile gamers
Spend $0.01 - $4.99 per month
35.3MM NA gamers
Avg. Month Spend. $20.94
Mobilespendpermonth($)
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.
Audience segmentation
24. Google Confidential and Proprietary
Failed at
level 10…
5x 10x 15x
Take action
before they
abandon
your game
Audience segmentation
25. Google Confidential and Proprietary
Didn’t make
it past level
10
0
1
0
2
0
3
0
4
0
5
0
6
0
7
0
8
0
9
1
0
Played the game
in the last 24
hours
Paid for an item in
your game
previously
Adapted strategy (step 1): Find premium users
26. Google Confidential and Proprietary
Adapted strategy (step 2): Identify your user segments
?
27. Google Confidential and Proprietary
Adapted strategy (step 3): Convert users
User plays User fails Sell item
28. Google Confidential and Proprietary
Adapted strategy ( step 4): monetise non-premium users
User plays User fails Show ad
30. Google Confidential and Proprietary
Pure Play App Publishers
● In app purchases
● Analytics / segmentation
● App promotion
Traditional App Publishers
● Contextual targeting for
display ads
● Unified web / app trafficking
Consider your business model
31. Google Confidential and Proprietary
Third party sales Third party sales
Networks
Launch Growth Maturity
Direct Sales
Network Networks RTB
Mediation
Life-cycle of the monetisation strategy
32. Google Confidential and Proprietary
3. Small - Medium
Pure Play
App Publishers
1. Traditional
Publishers
With Apps
2. Large
Pure Play
App Publishers
Developer-Facing Solution: Realign and Focus
33. Google Confidential and Proprietary
Ad Serving Yield Management Google DemandScreens
Web
Mobile Web
Mobile Apps
