7 Ways to Lose Money Monetizing Apps with Ads

7 Ways not to Lose Money, Monetizing Apps with Ads

Jonathan RavehDirector of Partnerships & Community at Appnext

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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

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

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: jonathan@appnext.com s: yoni_raveh w: www.appnext.com