7 ways to lose money monetizing apps with ads
TRANSCRIPT
7 Ways not to Lose Money, Monetizing Apps with Ads
Jonathan RavehDirector of Partnerships & Community at Appnext
Webinar Better Monetization
Who am I?
App Monetization
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Show me the money
Paid apps AdvertisingIn-App Purchases
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Show me the money
About 17% of apps possess explicit value Known brands
Challenge: marketing
Used by 80% of apps
Challenge: optimal UX & revenue balance, management, retention
CR – 3-4% (Soomla)48% of the payers convert in the 1st hours
Challenge: retention
Paid apps AdvertisingIn-App Purchases
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Agenda
Basic Monetization Arithmetic
Monetization Management
UX – as user & unit experience
= $ + UX−1
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OR
OR
Monetizing apps with ads
= $$ + UX −1
= $$$ + UX −2
Is that true?
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Nothing New here, right?
This means
Monetization PitfallsUX
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Why do ads annoy you?
UX itself – Unit bombardment, poor or no user control, etc.
Ad Irrelevance– Apps I have installed, random brand campaigns, etc.
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UX
TOO MANY ADS
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UX
TOO MANY ADS
– 3-4 unit call per user session
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UX
TOO MANY ADS
– 3-4 unit call per user session– Native Ads
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UX
TOO MANY ADS
– 3-4 unit call per user session– Native Ads– Ads as content extensions
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UX
TOO MANY ADS
– 3-4 unit call per user session– Native Ads– Ads as content extensions– Video & Rewarded Video
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UX
TOO MANY ADS
– 3-4 unit call per user session– Native Ads– Ads as content extensions– Video & Rewarded Video
NOT ENOUGH ADS
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UX
DESIGNING FOR THE USER– To skip or not to skip, that is the question!
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UX
DESIGNING FOR THE USER– To skip or not to skip, that is the question!– Several offers instead of single call-to-action
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UX pro level
THINKING OF USER SEGMENTS NOT USER PROFILES– Internet connection and speed– Basic localization– Unit customization
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UX pro level
AD RELEVANCE– Looking at ads as content layers– Striving to serve only relevant offers
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UX pro level
AD RELEVANCE– Looking at ads as content layers– Striving to serve only relevant offers
Monetization PitfallsManagement
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Monetization Management
A “CAT IN THE BAG” KIND OF THINGMake Control & Transparency your mantra and ultimatedemand from a monetization partner
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Excluding Categories, Advertisers and Campaigns
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Setting a Minimum Bid
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Direct Buy Management
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See exactly who’s driving more revenue and better eCMP’s for your placements
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Appear in the Market to get advertisers to notice you
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Monetization Management
METRICS TRAP – LOOK BEYOND eCPM
– Fill rate– Offer diversity / campaign sources– Retention
Summing it up
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1. Be Relevant – look at ads as content layers
2. Let the users choose
3. Foster unit experience – skip buttons, localization, diverse ad format
4. Too little ads is just as bad as too many
5. Your monetization funnel must be transparent
6. Own full control – instantly introduce changes, manage categories, min allowed bids, direct deals
7. Become a metrics champion
Ways not to lose money monetizing apps with ads
Webinar Better Monetization
1. Be Relevant – look at ads as content layers
2. Let the users choose
3. Foster unit experience – skip buttons, localization, diverse ad format
4. Too little ads is just as bad as too many
5. Your monetization funnel must be transparent
6. Own full control – instantly introduce changes, manage categories, min allowed bids, direct deals
7. Become a metrics champion
Ways not to lose money monetizing apps with ads
Webinar Better Monetization
1. Be Relevant – look at ads as content layers
2. Let the users choose
3. Foster unit experience – skip buttons, localization, diverse ad format
4. Too little ads is just as bad as too many
5. Your monetization funnel must be transparent
6. Own full control – instantly introduce changes, manage categories, min allowed bids, direct deals
7. Become a metrics champion
Ways not to lose money monetizing apps with ads
Webinar Better Monetization
1. Be Relevant – look at ads as content layers
2. Let the users choose
3. Foster unit experience – skip buttons, localization, diverse ad format
4. Too little ads is just as bad as too many
5. Your monetization funnel must be transparent
6. Own full control – instantly introduce changes, manage categories, min allowed bids, direct deals
7. Become a metrics champion
Ways not to lose money monetizing apps with ads
Webinar Better Monetization
1. Be Relevant – look at ads as content layers
2. Let the users choose
3. Foster unit experience – skip buttons, localization, diverse ad format
4. Too little ads is just as bad as too many
5. Your monetization funnel must be transparent
6. Own full control – instantly introduce changes, manage categories, min allowed bids, direct deals
7. Become a metrics champion
Ways not to lose money monetizing apps with ads
Webinar Better Monetization
1. Be Relevant – look at ads as content layers
2. Let the users choose
3. Foster unit experience – skip buttons, localization, diverse ad format
4. Too little ads is just as bad as too many
5. Your monetization funnel must be transparent
6. Own full control – instantly introduce changes, manage categories, min allowed bids, direct deals
7. Become a metrics champion
Ways not to lose money monetizing apps with ads
Webinar Better Monetization
1. Be Relevant – look at ads as content layers
2. Let the users choose
3. Foster unit experience – skip buttons, localization, diverse ad format
4. Too little ads is just as bad as too many
5. Your monetization funnel must be transparent
6. Own full control – instantly introduce changes, manage categories, min allowed bids, direct deals
7. Become a metrics champion
Ways not to lose money monetizing apps with ads
Webinar Better Monetization
1. Be Relevant – look at ads as content layers
2. Let the users choose
3. Foster unit experience – skip buttons, localization, diverse ad format
4. Too little ads is just as bad as too many
5. Your monetization funnel must be transparent
6. Own full control – instantly introduce changes, manage categories, min allowed bids, direct deals
7. Become a metrics champion
Ways not to lose money monetizing apps with ads
Thank You
Jonathan RavehDirector of Partnerships & Community
e: [email protected] s: yoni_raveh w: www.appnext.com