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Understanding the Mobile Ecosystem

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Understanding the Mobile Ecosystem

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This webinar was presented on October 9, 2013. It takes a look at the Mobile Ecosystem, what we see as obstacles and opportunities in the space, trends, look at the role of the consumer, and give tips to drive more monetization.

This webinar was presented on October 9, 2013. It takes a look at the Mobile Ecosystem, what we see as obstacles and opportunities in the space, trends, look at the role of the consumer, and give tips to drive more monetization.

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Understanding the Mobile Ecosystem

  1. 1. The Leading Mobile User Acquisition Network Understanding the Mobile Ecosystem 1
  2. 2. A few things before we get started… 2 Deck and recording will be available. Love the content? Share it! #mobileecosystem Keep the conversation going post-webinar. Follow us @Appia
  3. 3. About Me VP Business Development, North America Former Head of BD, inmobi Entire career solving the pain points of content publishers Developed the technology and royalty license for the first legal, free digital music serve Developed and holds several patents for numerous AdTech-based technologies
  4. 4. 4 Understanding the Mobile Advertising Ecosystem
  5. 5. Discussion Topics The Mobile Landscape Obstacles Opportunities Mobile Marketing Trends The Role of the Consumer How to Drive More Monetization Q&A 5
  6. 6. The Mobile Market 6 2013 The year when mobile-connected devices will exceed the world’s population 82.8% The increase in global mobile advertising revenue from 2011 to 2012. $8.9B Total global mobile advertising revenue in 2012. 1,000,000 The number of apps available on both Google Play and the App Store.
  7. 7. 7 52% of users claim they have acted on an advertisement in an app 18% have made a purchase directly from an ad in an app in the last month
  8. 8. 8 19.5% 19.8% Adults are spending approximately 44% of their “media time” engaged with digital devices Mobile Activity Surpasses Desktop Time
  9. 9. 9 Obstacles
  10. 10. No longer allowing push notifications or icon drops after September 23, 2013 10 Google Play Clean-Up
  11. 11. 11 Device Optimization
  12. 12. 12 Performance Measurement
  13. 13. 13 Opportunities
  14. 14. More Performance Measurement 14 More opportunity than online More relevancy Real Time Location focused User focused performance
  15. 15. Location-Based Advertising 15 Users are open to mobile ad targeting based on their… Current Location (43%) Personal Interests (49%)
  16. 16. Mobile Privacy Standards • The industry has already taken steps to improve privacy standards • Many opportunities for additional improvement 16 COPPAFTC Mobile Privacy ReportsSunset of UDID Mobile Marketing AssociationInteractive Advertising BureauIDFA
  17. 17. 17 Mobile IndustryTrends
  18. 18. Video Half of all mobile traffic is used for video consumption. Only 8% of ad dollars are spent on video. In-app is the best way to deliver video content and great user experience. 18 Tip: Make your video interactive for even higher engagement!
  19. 19. In-ad Game Demos In-ad game demos allow users to play a virtualized demo of a game for up to two minutes. – Benefits: • Compelling opening experience • Very engaging since the user gets to experience actual game play • Video ad space is already being priced at a premium, so these ads can bring an even higher ROI – Potential Challenges: • Potential for lag because the format requires a fast connection with low latency • Data usage could be a concern for users 19
  20. 20. Localization Features 20 Language localization is a key performance differentiator for advertisers. Our tests have shown 42% increase in CTR and 22% increase in conversion rate with localized creative.
  21. 21. 21 Consumers look at native ads 53% more frequently than static ads
  22. 22. Android Android has a huge upside, and already boasts some advantages over iOS. 22 Fiercely loyal developer community Wider advertising reach Larger global adoption Free access to developer tools
  23. 23. Increased advertising budgets 23 Consumers spend 23% of their media time in apps, but advertisers spend only 1% of their budget in this medium.
  24. 24. 24 The Role of the End User
  25. 25. Flawless UX Across All Devices Give your users the best experience tailored to the device they’re using 25
  26. 26. Post-Install Attract non-incentivized users with a compelling post-install plan 26 App Usage Registrations Level-Ups In-game Purchases
  27. 27. Lifetime Value (LTV) 27
  28. 28. 28 How to Drive More Monetization
  29. 29. Don’t let monetization become an afterthought 29 Build a strategy in the early stages of development
  30. 30. 30 Create an up-sell strategy
  31. 31. 31
  32. 32. Size matters! 32 If your app is over 20MB it will require a Wi-Fi connection to download.
  33. 33. Take advantage of different traffic sources 33
  34. 34. 34 Questions?

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