TGS 2015: Monetizing your App with Native Advertising
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From Taipei Game Show 2015: Learn how to monetize your app with native advertising. If you have any questions please contact Stephen Chung via email sc@applift.com
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TGS 2015: Monetizing your App with Native Advertising
- 1. AppLift.com 1 Monetizing your App With Native Advertising
- 2. AppLift.com 2AppLift.com Berlin | Seoul | San Francisco Who is talking today?
- 3. AppLift.com 3 A team of business and technology experts A team of 100+ mobile marketing experts Headquartered in Berlin with offices in San Francisco and Seoul Employees from 20+ countries, speaking 25+ languages Backed by Prime Ventures and HitFox Group with 20m USD investment
- 4. AppLift.com 4 Monetizing your app with native advertising 1 2 3 4 5 Theres only so many ways to monetize game/non-game app Dont fool yourselvesanalytics is key! Native is hot right now but Heres how it can be done No SDK
- 5. AppLift.com 5 1. Theres only so many ways you can monetize games In-App Purchases Monetizing through virtual goods is hard, only 1.5% of players monetize (Swrve) Rewarded video/actions Becoming very tricky with Apples latest crackdowns Advertising App Install Ads Branding Campaigns 1 2 3
- 6. AppLift.com 6 2. Dont be fooled: analytics is key Advertising Revenue 23% IAP Revenue from Free Apps 55% Paid Revenue 4% IAP Revenue from Paid Apps 18% App Store Revenue 77% Mobile revenue breakdown Source: Flurry, Distimo IAP still gets the bigger part of the pie in terms of revenue, but
- 7. AppLift.com 7 2. Dont be fooled: analytics is key reality hits: most of your users wont monetize through IAP Paying Users Non-paying Users 1.5% Source: Swrve IAP monetization is hard On average, 98.5% of users do not monetize through IAP at all. Free-to-play mechanics are hard to master and are extremely data- driven. Advertising helps you monetize the rest of your user base. You need a Player Relationship Management tool to know which users to show ads to, and when. PRMs can help you with non-monetizing users.
- 8. AppLift.com 8 3. Native is hot but native advertising is nowadays mostly used to describe specific and existing ad formats! (mainly, in-feed or in-stream ads)
- 9. AppLift.com 9 3. Native is hot but These Facebook style ad formats are served through templates which very seldom fit the user experience of mobile games. ?
- 10. AppLift.com 10 3. Native is hot but Native advertising is not just a different type of ad format, it is a framework. Native advertising is a framework: For instance, in-feed ads are per se an ad format. Whether they are native or not depends on the context of their integration within the app. Conversely, a banner can be native if it has the right integration (stay tuned) In-stream ads are seldom a good fit for games. (unless they have a fee For mobile games specifically, native advertising means adapting and customizing the ad unit to the user experience and user interface of each specific game, so as to make it unique and seamless for the user.
- 11. AppLift.com 11 4. How it can be done (Game) Sweets Mania by Webelinx
- 12. AppLift.com 12 1. Click Image banner 2. Display Native Ad format Result CTR 4 ~5% (vs. banner ad 0.6%) 4. How it can be done (Game)
- 13. AppLift.com 13 4. How it can be done (Game) Happy Mall Story by Happy Labs
- 14. AppLift.com 14 4. How it can be done (Game)
- 15. AppLift.com 15 4. How it can be done (Messaging) Tango Pinger
- 16. AppLift.com 16 4. How it can be done (Others) My Pink Keyboard Adobe Air
- 17. AppLift.com 17 4. How it can be done (Results) CTR CR eCPM Canada 3.56 % 6.16 % $ 4.65 France 5.66 % 3.06 % $ 4.88 Germany 4.32 % 4.96 % $ 3.73 Russia 11.27 % 2.06 % $ 2.81 UK 4.49 % 10.21 % $ 8.12 US 3.67 % 8.47 % $ 5.60 R.O.W average 4.56 % 5.49 % $ 1.77 CTR CR eCPM Banner 0.23 % 0.17 % $0.13 Interstitial 1.20 % 2.34 % $ 0.90 Offer Wall 1.32 % 1.98 % $ 0.88 Video 2.42 % 3.79 % $ 2.98 Other Rich media 2.13 % 3.14 % $ 2.25 Overall native performance for the main countries Average performance for traditional formats V S
- 18. AppLift.com 18 5. No SDK Native advertising does not require the integration of a third-party SDK as a matter of fact, it goes against it! Most native solutions usually offer a limited amount of templates (e.g. interstitials or in- stream ads to integrate within your app) through an SDK. Even though templates can be customized to the apps look and feel, they remain fixed templates. Because each game is different, the only way to offer truly native ad formats is to create them yourself!
- 19. AppLift.com 19 5. No SDK combinations21+ building blocks
- 21. AppLift.com 21AppLift.com Contact us Stephen Chung AppLift APAC MD sc@applift.com Lydia Chen PubNative BD Manager Asia lydia@pubnative.net
Editor's Notes
- #8: Specify that you can use third party solutions such as Swrve.
- #14: There is an animation here
- #20: Integrate via server side or client side API no SDK required Endless format possibilities and truly native ads with 21 building blocks including: Image sizes Custom Creative Editorial Text No longer limiting publishers to standard ad units Ad Serving optimized and targeted by your data Gender, age, location, etc.