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Flurry Analytics - Mobile Monetization - ASW Berlin

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Flurry Analytics Mobile Monetization Presentation from the 2016 App Strategy Workshop in Berlin

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Flurry Analytics - Mobile Monetization - ASW Berlin

  1. 1. JAMES KELM, SR. DIRECTOR, PRODUCT MANAGEMENT SHOW ME THE MEASUREMENT: MONETIZING MOBILE APPS
  2. 2. Yahoo 2016 Confidential & Proprietary2 $31 $23 $33 $21 2014 IN-APP PURCHASES MOBILE ADS (EX. SEARCH) Source: FlurryAnalytics, eMarketer,AppAnnie,Apple THERE’S A LOT OF MONEY IN THE MOBILE APP ECOSYSTEM… 2015 Global Mobile Revenues (Billions)
  3. 3. Yahoo 2016 Confidential & Proprietary3 Source: eMarketer.com …AND MOBILE AD SPEND IS ONLY GROWING $0B $10B $20B $30B $40B 2014 2015 2016 2017 2018 2019 $34 $30 $26 $21 $15 $10 US Mobile Ad Spending 2014-2019
  4. 4. Yahoo 2016 Confidential & Proprietary4 YOUR IMPACT Content Creation & Consumption Shifting Users From Traditional Media App Commerce
  5. 5. Yahoo 2016 Confidential & Proprietary US TIME SPENT ON MOBILE 5 Source: Flurry Analytics, comScore, Pandora, Facebook, NetMarketShare. Note: US, June 2015
  6. 6. Yahoo 2016 Confidential & Proprietary6
  7. 7. WHAT ADS ARE WORKING BEST FOR MOBILE APPS
  8. 8. Yahoo 2016 Confidential & Proprietary8 NATIVE AND VIDEO WORK BEST. Native Video
  9. 9. Yahoo 2016 Confidential & Proprietary9 WHAT IS NATIVE? Native Advertising: Third-party ads that match the look, feel, and visual context of the environment they are seen. Native ads are not branded content with an editorial voice.
  10. 10. Yahoo 2016 Confidential & Proprietary10 TOP PERFORMING CATEGORIES FOR NATIVE SOCIAL MESSAGING NEWS & CONTENT PHOTOGRAPHY UTILITY & PRODUCTIVITY
  11. 11. Yahoo 2016 Confidential & Proprietary11 EXPLOSIVE GROWTH IN NATIVE Total Ad Requests by Region and Year-over-year growth United States Rest of World 39.4B 236.1B 76.1B 2.02T +498% YoY Growth: +2,548% YoY Growth: Source: Yahoo, July 2016
  12. 12. Yahoo 2016 Confidential & Proprietary12 NATIVE IS GLOBAL WEB APP Source: Yahoo, July 2016
  13. 13. Yahoo 2016 Confidential & Proprietary13 NATIVE ADS DRIVE HIGHER ROI FOR PUBS Native vs Display eCPM CPM +227% Source: Yahoo, July 2016 BANNER NATIVE
  14. 14. Yahoo 2016 Confidential & Proprietary14 WHAT DO VIDEO ADS LOOK LIKE IN 2016? Video Advertising: • Vertical • In-Stream • Interstitial • Rewarded
  15. 15. Yahoo 2016 Confidential & Proprietary15 TOP PERFORMING CATEGORIES FOR VIDEO GAMES MESSAGING & SOCIAL VIDEO & ENTERTAINMENT MUSIC PHOTOGRAPHY
  16. 16. HOW AND WHEN SHOULD I INTEGRATE ADS?
  17. 17. Yahoo 2016 Confidential & Proprietary17 DECIDE WHEN TO INTEGRATE ADS DAY 01 or DAY ??
  18. 18. Yahoo 2016 Confidential & Proprietary18 DECIDE WHEN TO INTEGRATE ADS DAY 01 or DAY ??
  19. 19. Yahoo 2016 Confidential & Proprietary19 UNDERSTAND AD IMPACT ON USER RETENTION
  20. 20. Yahoo 2016 Confidential & Proprietary20 WHAT’S NEXT? Tune your Ad Experience: • Analyze user experience(s) • Fix performance issues • Experiment with placement and frequency • Segment your audience
  21. 21. Yahoo 2016 Confidential & Proprietary21 EXPERIMENT WITH PLACEMENT Place video ads at a natural break in the app flow Distribute native ads throughout the content of the app
  22. 22. Yahoo 2016 Confidential & Proprietary22 THINK ABOUT YOUR AUDIENCES • Who are your users? • Where do they come from? • Are they making in-app purchases? • Segment users • Purchasers • Potential Purchasers • Ad viewers
  23. 23. Yahoo 2016 Confidential & Proprietary23 MONEY MATTERS… …But not at the expense of user experience • Ad performance: Fill, CPM, CTR, Viewability • Address low CTR • Address low fill, viewability
  24. 24. Yahoo 2016 Confidential & Proprietary24 THE BOTTOM LINE • Think native and video • Integrate early • Test and iterate
  25. 25. THANK YOU LEARN MORE AT DEVELOPER.YAHOO.COM

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