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Story of our startup and monetization
   models. Monetizing your apps with ads




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




Mobile Monday Estonia, 11 March 2013
 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
Business model:
   Free to play
   Ad supported (AdMob)

  Strategy:
   Get to the new
    category on Android
    Market: Racing


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




Mobile Monday Estonia, 11 March 2013
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
   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
Android                              iOS

        IAP                              IAP
        Full-screen ads                  Full-screen ads
        Incentivized ads                 Banner ads
            Interstitials                                    Banners
                13%                        Interstitials
                                               10%             7%
  Incentivized
      12%



                            IAP
                            75%                            IAP
                                                           83%




Mobile Monday Estonia, 11 March 2013
   Google AdMob

     Apple iAd

     Millenial Media




Mobile Monday Estonia, 11 March 2013
   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
   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
   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
   Chartboost

     Millenial Media

     RevMob

     Greystripe

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



Mobile Monday Estonia, 11 March 2013
   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
Mobile Monday Estonia, 11 March 2013


                                      Marianna Krjakvina
                                                    CMO
                            marianna@creative-mobile.com

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CreativeMobile: Story of our startup and monetization models. Monetizing your apps with ads.

  • 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 Banners 13% Interstitials 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