1. Story of our startup and monetization
models. Monetizing your apps with ads
Marianna Krjakvina
CMO
Mobile Monday Estonia, 11 March 2013

2.  Mobile OS
market in 2010
 Android market:
 100 000 apps
 15 mln users
 13 000 games
Data: http://www.gartner.com/newsroom/id/1434613
Mobile Monday Estonia, 11 March 2013

3.  Basketball  Overkill:
Shots 3D Space Shooter
Mobile Monday Estonia, 11 March 2013

4.  Basketball  Overkill:
Shots 3D Space Shooter
Free app, ad supported Demo (lite) version
(Google AdMob) +
+ Full version for $1,99
Paid app, ad free $1,99
Mobile Monday Estonia, 11 March 2013

5. Business model:
 Free to play
 Ad supported (AdMob)
Strategy:
 Get to the new
category on Android
Market: Racing
Mobile Monday Estonia, 11 March 2013

6.  Over 80 mln app Platforms:
installs  Android (April 2011)
 1 mln DAU  iOS (October 2011)
 1,5 mln Facebook fans  Windows Phone 8
(coming in April 2013)
 Core markets: US,
Russia, Germany,
Brazil, Malaysia, UK
Mobile Monday Estonia, 11 March 2013

7.  2011  2013
Mobile Monday Estonia, 11 March 2013

8. 1. 30 seconds to learn
how to play
2. Easy to play, hard to
master
3. Development never
stops
4. Build the community
Mobile Monday Estonia, 11 March 2013

9.  Released: April 2012 – Android
December 2012 - iOS
 Basic metrics (Feb 2013):
 15 mln lifetime installs
 200 000 DAU
 2,3 mln MAU
 16 mln sessions
played monthly
Mobile Monday Estonia, 11 March 2013

10. Android iOS
 IAP  IAP
 Full-screen ads  Full-screen ads
 Incentivized ads  Banner ads
Interstitials Interstitials Banners
13% 10% 7%
Incentivized
12%
IAP
75% IAP
83%
Mobile Monday Estonia, 11 March 2013

11.  Google AdMob
 Apple iAd
 Millenial Media
Mobile Monday Estonia, 11 March 2013

12.  eCPM = $0,30 -$1
 Advantages: huge inventory. Ads from
Google cover all geographic regions. Shows
targeted ads.
 Disadvantages: Low CTR. Publishers can’t
moderate content of ads.
Mobile Monday Estonia, 11 March 2013

13.  eCPM = $0,30 -$1
 Advantages: always shows targeted ads
containing relevant content. Higher CTR and
publishers revenue.
 Disadvantages: smaller ad inventory. Covers
only core regions. Promotes competitive
applications.
Mobile Monday Estonia, 11 March 2013

14.  eCPM = $0,50-5
 Advantages: Variety of sizes and placements.
Brand engagement advertising. High CTR.
 Works on all mobile and web platforms.
 Disadvantages: smaller ad inventory.
Mobile Monday Estonia, 11 March 2013

15.  Chartboost
 Millenial Media
 RevMob
 Greystripe
Mobile Monday Estonia, 11 March 2013

16.  eCPM = $3-7
 Full screen ads. Works on both CPC and CPI
model. Publisher gets 70% from every deal.
 Opportunity to get Direct Deals (no fee)
 Free cross-promote tool for your apps.
Mobile Monday Estonia, 11 March 2013

17.  Offerwalls allow users to get
premium/bonus items in the
game for free for completing
the offer.
 Revenue for completed offer
$0.10 iOS
$0.30 Android
Mobile Monday Estonia, 11 March 2013

18. Providers:  Advantages: monetizes
non-paying users
 Sponsor Pay
 Flurry  Disadvantages:
 RadiumOne cannibalizes IAP
 TapJoy
 SupersonicAds
Mobile Monday Estonia, 11 March 2013

19.  Combine different ad sources to maximize
revenues.
 Prioritize ads with higher CTR
 Place the ad so all your users could see it
 Show ads when your user is happy =)
Mobile Monday Estonia, 11 March 2013

20. Mobile Monday Estonia, 11 March 2013
Marianna Krjakvina
CMO
marianna@creative-mobile.com