a journey of monetization in apps
TRANSCRIPT
A journey of monetization in Apps & Games
DevGamm > Minsk > Belarus
Rami JawharGoogle
1. Myths and facts about monetization2. Current monetization practices
a. Seamless UX with native adsb. Improve user engagement with rewarded ads
3. The future lies in smarter monetization
Agenda:
1.Myths and facts about monetization
Great appsshouldn’t generate revenue. The myths say so.
● Monetization bothers users
● Monetization via ads hurts users experience
● Monetizing with IAP is the only strategy
● Apps only need one monetization strategy
Google Confidential and Proprietary
Less than1%of apps are now
paid for at the pointof download
Juniper, April 2015 and Juniper website, The App Landscape Today, Feb 2015
Myth: People prefer high-quality apps they can pay for
Google Confidential and ProprietarySource: Swrve, Jan 2015
of mobile gamers spend in apps
2.3%
Myth: Monetizing with IAP is the best strategy
Reality: 97% of users do not spend on apps
24%Direct Sales
20%In-App Purchase
20%Subscriptions
3%Others
15%Investments
18%Ads
Google & Advertiser Perceptions, 2T de 2015, encuesta a desarrolladores de aplicaciones de EE. UU. que obtienen entre 50.000 USD y 1 millón de USD al año
* IDC/App Annie: Mobile App Advertising and Monetization Trends 2013–2018 (Tendencias de la publicidad en aplicaciones móviles y la obtención de ingresos en 2013–2018) y Google/ Ipsos, encuesta de panel sobre desarrolladores, 3T de 2015
Google Confidential and Proprietary
Myth: Apps only need one monetization strategyReality: Most Successful developers diversify their revenue
“OK Google, How can I monetize my game
smartly?”
2a.Seamless UX with native ads
Native ads are based on flexible components
User
Banner adN
ative ad User
Advertiser
AdvertiserHeadline: Duck Adventure Appetc.
●Decided to use native ads●600% Increase in CPM●Grew CTR by 6x
Mind Games
Improve user engagement with rewarded ads
2b.
Users: Engaging, Opt-in experience
Advertisers:Reach engaged users
Publishers:High CPM and
retention
Done well, rewarded ads benefit everyone.
Pou
The future lies in smarter monetization
3.
Información confidencial propiedad de GoogleGoogle Confidential and Proprietary
Reached level 5
Average 3 minutes per session
Spent $10 past 30 days
Custom Audience
s
Build custom audiences
Proprietary + Confidential
Source: RadiumOne, January 2016
Realize the full value of each userEach user is different and has a different value. Treat them differently.
Google Confidential and Proprietary
users who are likely to spend on IAP
users whoclick on adsAd
users who share on social media
Firebase for Ads Monetization
User targeting
A/B Testing Implement Ads Performance tracking
Create userlist
Control ads behavior
Create parameter for A/B testingControl ads behavior
MeasurementImplement ads
Ads placement
Frequency
User targeting
Reward itemAds
Lunosoft increased by 500% it’s revenue by segmenting users
Users Product ActionSegmentation Monetization Results
Test 1
Test 2
Conversions
NoneArbitrary Sampling
6 daysduration
IAP Offer145.000 impressions
0,74 USD per 1000impressions $ 107
4 daysduration
Likely Spender?
IAP Offer 6.000 impressions
23,88 USD per 1000Impressions $ 140
Interstitials Ads139.000 impressions
4,22 USD per 1000impressions $ 587
Yes
No
Upl
ift
1. App monetization works2. Diversify monetization strategies3. Pick the right ads for optimal user experience4. Understand your users and their value5. Create value for and from each user
Thank [email protected]