predictive monetization
TRANSCRIPT
Predictive MonetizationYour freemium mobile app is leaving money on the table.Here’s what you can do about it.
April 2015
David ChunManaging Director, Tapjoy
Vietnam and China mobile game market – a lot of similarities• Exponential over 50% growth in smartphone from 2012-
15, with over 70% Android• Mobile Game Market growth: 75% in 2014 reaching
$210M• 9000+ local games/apps, 120M+ downloads/ 32% YoY
growthVietnam China
Source : Mwork
Common Challenge: Do we fully MONETIZE??
Tapjoy’s Market Perspective
Tapjoy’s goal is to maximize the value of every user for freemium mobile app publishers.
Tapjoy Is The FIRST Complete Mobile Marketing Automation And Monetization Platform
Marketing Automation Suite
Monetization
Analytics & Predictive Analytics
ADS
Single Data Set
Dashboard: LTV.TAPJOY.COMEnquiry email: [email protected]
MESSAGES & NOTIFICATIONS
517+
millionMonthly Active Global Users
270+
thousandLife-to-Date Apps
2.03+
millionDaily AdEngagements
Who Reaches Massive Global Users and Mobile APPs
Founded in 2007
San Francisco
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2
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1 2
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3Offerwall
Rich Media
Full Screen Interstitial Video Ads
Banner Ads
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The Largest Rewarded Ad Solutions Platform
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Tapjoy Drives Industry Leading Results for Mobile Publishers
14%
Incremental Revenue
Lift in revenue without cannibalizing spend*
10%-30%
Higher eCPMs$10+ - $30+Average eCPMs
4.5X
More Time in App*
Lift in Retention**
Do You Understand Your Users?
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20000000
40000000
60000000
80000000
100000000
120000000
140000000
160000000
180000000
200000000 Revenue
The Bad News – Most Of The Companies Are Only Looking At
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0
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50
60
70
80 ARPDAU
The Bad News – Most Of The Companies Are Only Looking At
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But There Are Only 3.5% Paying Users In Your App
100% revenue
3.5% users
PPUoverall lifecycle
1. Only 3.5% of freemium app users pay for content…but account for 70%+ of revenue
2. Most developers lack solutions that can segment paying customers…so they fear bringing ads to anyone
1111
Do You Understand Your Users?
1st Paying Users?
2nd Paying Users?
3rd Paying Users?
Non-paying Users?
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35.8%
16.8%
8.3%
5.6%
33.5%
1 time 2 times 3 times 4 times 5+ times
Over 50%
Who Are Your Loyal Paying Users?
1313
There is another HUGE 96.5% of users in your game are paying
NOTHING!!!
And Don’t Forget…
Are you leaving these money on the table?
Tapjoy provides you the Solutions!
1. Analysis: Segment your users and understand each of the user cohorts.
The Solutions? – Analyze, Predict, Target & Optimize!
• Understand the health of your app and where you can make improvements
• Conveniently and quickly compare cohorts side-by-side in real time
• Track and analyze anything with custom cohorts
Empower fremium developers with tools required to understand customers’ potential buying behavior.
2. Predict - Tapjoy Future Value Map™： Foresee the future value of every user in your app!
• Our bold, inventive tool looks forward to the opportunities ahead.
• Predictive analytics identifies users who spend and those who never will.
• Show the current value and the future value of your users.
The power of predictive analysis is mission-critical for unlocking fremium app ad inventory.
The Solutions? – Analyze, Predict, Target & Optimize!
Future LTV
Revenue
True Whales
Rookies
High eCPMAD
Monetization
GeneralAD
Monetization
1717
Dolphins WhalesMinnowsNon-Paying
Non-Paying
Minnows
Dolphins
Whales
7% 70%
Future Value Map – Snapshot, D+14
The Solutions? – Analyze, Predict, Target, and Optimize!
3. Target&Optimize - Marketing Automation: Leverage a single data set to personalize the monetization experience
Push the RIGHT content to the RIGHT user at the RIGHT time
The Solutions? – Analyze, Predict, Target & Optimize!
Made 3 IAP purchases
No IAPs request sessions
No sessions in the last 3 months
3. Target&Optimize: Facilitate real-time measurement and adjustment of “moment based” engagements.
Context is key for both marketing and ad-based monetization success.
The Solutions? – Analyze, Predict, Target & and Optimize!
Success Cases
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The Objective
Grow Ad Revenue For Kingdom Age And other GREE Games By Determining The Optimal Currency Exchange Rate.
Case Sharing -GREE Lifted Ad Revenue 90% By OptimizingCurrency Exchange Rates
The SolutionTest Multiple New Currency Exchange Rates Against A Control Rate
Tapjoy determined that a currency exchange rate of 1:30 was the optimal ratio to generate the most revenue in Kingdom Age.
The ResultKingdom Age Saw an Astounding 90% Lift in Total
Advertising Revenue
More Converters Higher Revenue Per Daily Converter
More Total Ad Revenue
2222
Wanna See A Demo?
Or Visit
http://ltv.tapjoy.com
Welcome To Visit Our Booth #23
@ 2015 Tapjoy, Inc. All Rights Reserved. Tapjoy, Inc. Confidential and Proprietary. Please do not copy or distribute without Tapjoy, Inc’s prior written consent. The data provided herein is for information purposes only and while all efforts are made to ensure accuracy, errors may arise. Tapjoy and the Tapjoy logo are trademarks or registered trademarks of Tapjoy, Inc. All third party logos and trademarks mentioned are the property of their respective owners.
Thank You!Contact Us:
[email protected]@tapjoy.com
Website: www.tapjoy.com