understanding the mobile ecosystem
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Understanding the Mobile Ecosystem
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A few things before we get started…
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About Me
VP Business Development, North AmericaFormer Head of BD, inmobiEntire career solving the pain points of content publishersDeveloped the technology and royalty license for the first legal, free digital music serveDeveloped and holds several patents for numerous AdTech-based technologies
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Understanding the Mobile Advertising Ecosystem
Discussion Topics
The Mobile LandscapeObstaclesOpportunitiesMobile Marketing TrendsThe Role of the ConsumerHow to Drive More MonetizationQ&A
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The Mobile Market
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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.
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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
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19.5%19.8%
Adults are spending approximately 44% of their “media time” engaged with digital devices
Mobile Activity Surpasses Desktop Time
9 Obstacles
No longer allowing push notifications or icon drops after September 23, 2013
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Google Play Clean-Up
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Device Optimization
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Performance Measurement
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Opportunities
More Performance Measurement
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More opportunity than online
More relevancy
Real Time
Location focused
User focused performance
Location-Based Advertising
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Users are open to mobile ad targeting based on their…
Current Location (43%) Personal Interests (49%)
Mobile Privacy Standards
• The industry has already taken steps to improve privacy standards
• Many opportunities for additional improvement
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COPPAFTC Mobile Privacy ReportsSunset of UDID
Mobile Marketing AssociationInteractive Advertising BureauIDFA
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Mobile Industry Trends
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.
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Tip: Make your video interactive for even higher engagement!
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
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Localization Features
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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.
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Consumers look at
native ads 53% more frequently
than static ads
Android
Android has a huge upside, and already boasts some advantages over iOS.
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Fiercely loyal developer community
Wider advertising reach
Larger global adoption
Free access to developer tools
Increased advertising budgets
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Consumers spend 23% of their media time
in apps, but advertisers
spend only 1% of their budget in this medium.
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The Role of the End User
Flawless UX Across All Devices
Give your users thebest experiencetailored to the device they’re using
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Post-Install
Attract
non-incentivized
users with
a compelling
post-install plan
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App Usage
Registrations
Level-Ups
In-game Purchases
Lifetime Value (LTV)
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How to Drive More Monetization
Don’t let monetization become an afterthought
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Build a strategy in the early stages of development
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Create an up-sell strategy
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Size matters!
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If your app is over 20MB
it will require a
Wi-Fi connection
to download.
Take advantage of different traffic sources
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Questions?
top related