39
7 Ways not to Lose Money, Monetizing Apps with Ads

7 Ways to Lose Money Monetizing Apps with Ads

  • Upload
    appnext

  • View
    188

  • Download
    0

Embed Size (px)

Citation preview

Page 1: 7 Ways to Lose Money Monetizing Apps with Ads

7 Ways not to Lose Money, Monetizing Apps with Ads

Page 2: 7 Ways to Lose Money Monetizing Apps with Ads

Jonathan RavehDirector of Partnerships & Community at Appnext

Webinar Better Monetization

Who am I?

Page 3: 7 Ways to Lose Money Monetizing Apps with Ads

App Monetization

Page 4: 7 Ways to Lose Money Monetizing Apps with Ads

Webinar Better Monetization

Show me the money

Paid apps AdvertisingIn-App Purchases

Page 5: 7 Ways to Lose Money Monetizing Apps with Ads

Webinar Better Monetization

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

Page 6: 7 Ways to Lose Money Monetizing Apps with Ads

Webinar Better Monetization

Agenda

Basic Monetization Arithmetic

Monetization Management

UX – as user & unit experience

Page 7: 7 Ways to Lose Money Monetizing Apps with Ads

= $ + UX−1

Webinar Better Monetization

OR

OR

Monetizing apps with ads

= $$ + UX  −1

= $$$ + UX  −2

Is that true?

Page 8: 7 Ways to Lose Money Monetizing Apps with Ads

Webinar Better Monetization

Nothing New here, right?

This means

Page 9: 7 Ways to Lose Money Monetizing Apps with Ads

Monetization PitfallsUX

Page 10: 7 Ways to Lose Money Monetizing Apps with Ads

Webinar Better Monetization

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.

Page 11: 7 Ways to Lose Money Monetizing Apps with Ads

Webinar Better Monetization

UX

TOO MANY ADS

Page 12: 7 Ways to Lose Money Monetizing Apps with Ads

Webinar Better Monetization

UX

TOO MANY ADS

– 3-4 unit call per user session

Page 13: 7 Ways to Lose Money Monetizing Apps with Ads

Webinar Better Monetization

UX

TOO MANY ADS

– 3-4 unit call per user session– Native Ads

Page 14: 7 Ways to Lose Money Monetizing Apps with Ads

Webinar Better Monetization

UX

TOO MANY ADS

– 3-4 unit call per user session– Native Ads– Ads as content extensions

Page 15: 7 Ways to Lose Money Monetizing Apps with Ads

Webinar Better Monetization

UX

TOO MANY ADS

– 3-4 unit call per user session– Native Ads– Ads as content extensions– Video & Rewarded Video

Page 16: 7 Ways to Lose Money Monetizing Apps with Ads

Webinar Better Monetization

UX

TOO MANY ADS

– 3-4 unit call per user session– Native Ads– Ads as content extensions– Video & Rewarded Video

NOT ENOUGH ADS

Page 17: 7 Ways to Lose Money Monetizing Apps with Ads

Webinar Better Monetization

UX

DESIGNING FOR THE USER– To skip or not to skip, that is the question!

Page 18: 7 Ways to Lose Money Monetizing Apps with Ads

Webinar Better Monetization

UX

DESIGNING FOR THE USER– To skip or not to skip, that is the question!– Several offers instead of single call-to-action

Page 19: 7 Ways to Lose Money Monetizing Apps with Ads

Webinar Better Monetization

UX pro level

THINKING OF USER SEGMENTS NOT USER PROFILES– Internet connection and speed– Basic localization– Unit customization

Page 20: 7 Ways to Lose Money Monetizing Apps with Ads

Webinar Better Monetization

UX pro level

AD RELEVANCE– Looking at ads as content layers– Striving to serve only relevant offers

Page 21: 7 Ways to Lose Money Monetizing Apps with Ads

Webinar Better Monetization

UX pro level

AD RELEVANCE– Looking at ads as content layers– Striving to serve only relevant offers

Page 22: 7 Ways to Lose Money Monetizing Apps with Ads

Monetization PitfallsManagement

Page 23: 7 Ways to Lose Money Monetizing Apps with Ads

Webinar Better Monetization

Monetization Management

A “CAT IN THE BAG” KIND OF THINGMake Control & Transparency your mantra and ultimatedemand from a monetization partner

Page 24: 7 Ways to Lose Money Monetizing Apps with Ads

Webinar Better Monetization

Excluding Categories, Advertisers and Campaigns

Page 25: 7 Ways to Lose Money Monetizing Apps with Ads

Webinar Better Monetization

Setting a Minimum Bid

Page 26: 7 Ways to Lose Money Monetizing Apps with Ads

Webinar Better Monetization

Direct Buy Management

Page 27: 7 Ways to Lose Money Monetizing Apps with Ads

Webinar Better Monetization

See exactly who’s driving more revenue and better eCMP’s for your placements

Page 28: 7 Ways to Lose Money Monetizing Apps with Ads

Webinar Better Monetization

Appear in the Market to get advertisers to notice you

Page 29: 7 Ways to Lose Money Monetizing Apps with Ads

Webinar Better Monetization

Monetization Management

METRICS TRAP – LOOK BEYOND eCPM

– Fill rate– Offer diversity / campaign sources– Retention

Page 30: 7 Ways to Lose Money Monetizing Apps with Ads

Summing it up

Page 31: 7 Ways 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

Page 32: 7 Ways 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

Page 33: 7 Ways 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

Page 34: 7 Ways 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

Page 35: 7 Ways 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

Page 36: 7 Ways 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

Page 37: 7 Ways 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

Page 38: 7 Ways 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

Page 39: 7 Ways to Lose Money Monetizing Apps with Ads

Thank You

Jonathan RavehDirector of Partnerships & Community

e: [email protected] s: yoni_raveh w: www.appnext.com