Monetization through Advertising. Ollie Clamp Publisher & Developer Services Director, Europe

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Dulcie Preston
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1 Monetization through Advertising Ollie Clamp Publisher & Developer Services Director, Europe

2 Contents 1. Can mobile advertising support your growth objectives 2. Understanding Rich Media 3. In App Advertising Integration considerations

3 But first..why serve Advertising your competitors? Sponsorship Growing Market Incremental revenue Cross promotion Huge Potential

The potential - Its come along way 2006 2007 2008 2009 onwards -Simple -Text Ads -Slow Web service -Limited Tech -More Personal -Connected devices -Not

4 The potential - Its come along way onwards -Simple -Text Ads -Slow Web service -Limited Tech -More Personal -Connected devices -Not just a phone -App Economy transformed -Advertisers begin more serious testing -More choice with multiple OS s, Handsets -Huge increase in Ad spend - The Tablet

So lets look at some numbers MOBILE PHONES FLY OFF THE SHELVES Last year Smartphone penetration grew by 58% IAB/PwC Mobile Ad Spend 2011 THE MOBILE MARKET IS GROWING 115.

5 So lets look at some numbers MOBILE PHONES FLY OFF THE SHELVES Last year Smartphone penetration grew by 58% IAB/PwC Mobile Ad Spend 2011 THE MOBILE MARKET IS GROWING 115.9% growth of total mobile market 2010 vs 2009 IAB/PwC Mobile Display Survey m Total Mobile Spend m Total Display Spend 2010 PEOPLE SURF ON THEIR MOBILES 23% of time spent on the internet is from a mobile device IAB Research 2010 Mobile Media users on the increase 44.2% of UK mobile phone owners browse the mobile Internet, use applications or download content Comscore 2010

6 And more Growth The rise of the Smart Phone By the end of 2011, global Smart Phone users are expected to hit 571 million This is 83% growth since 2009 From 2011 to 2015, this is forecasted to more than double to nearly 1.2 billion Note: Connected device / tablet projections not included

7 So what does this tell us...that Advertisers can now reach users on a devices that is truly personal, and at scale

8 1. Can Advertising support your Growth? Your App has to be a good fit Portals It s time to think like an advertiser to discover more revenue opportunities.

9 Understanding the Advertiser - Who is buying Mobile? Media Agencies Brand and Rich Media Revenue is being driven by the Traditional Media Agencies Performance (standard banners) is being driven by the Mobile Specific Agencies Mobile Agencies Mobile Agencies have Mobile Money to Spend now Whilst Brand Agencies spend is growing, they are still understanding Mobile Opportunities and are still building there Mobile specific teams

Understanding the Advertiser - What are they buying..(audience) TOP 3 ADVERTISER TRENDS OF Q2 2011 1.

10 Understanding the Advertiser - What are they buying..(audience) TOP 3 ADVERTISER TRENDS OF Q Specific Channel Spending 2. Cross-platform delivery 3. Targeting reach at scale. Sport News Entertainment Social

11 Performance Tracking Performance Campaigns REACH THE MOBILE MASSES SPECIFIC AUDIENCES BLEND Application Download Awareness Drive Foot Traffic TYPICAL GOALS Engagement Lead Generation mcommerce Product/Model Launch Retail Promotion Social Media Interactions

12 Understanding the Advertiser How are they Paying? Advertiser Metrics CPM most common for brand campaigns interstitials, expandable banners, video etc CPC the most common model in mobile, typically used for direct response CPA only recently become possible due to challenges unique to mobile in tracking actions.

13 What is the Advertiser buying..(placement) VIDEO OVERLAY EXPANDABLE STATIC Huge Emphasis on Rich Media assets through 2011 and this demand in increasing

14 So start thinking about what will make your App stand out Content Unique Brand Reach Pre-Roll Video Volume Specific Channel Placement Social Unique mobile Audience Unique Sponsorship

15 2. Driving Rich Media revenues 1. Mobile Web 2. In App SDK 3. Premium Rich Media; Only integration Video, interstitials

16 What classifies as Rich Media? Expandable Banner targeting by Location

17 What are the Placements - Location A live internet connection is needed to play this video

18 Cutting Edge Rich Media Product launch Expandable Banner for Product Launches

19 What are the Placements Product Launch A live internet connection is needed to play this video

APPLICATION YOUR APPLICATION The video ends after 15 seconds, and resolves into a full page static image

20 What s hot right now Video Interstitial 1 A user is consuming your content, as the user clicks to a new page 2 A video is served inbetween content pages 4 After 7 seconds, the user returns to your content YOUR APPLICATION YOUR APPLICATION The video ends after 15 seconds, and resolves into a full page static image 3 A close button is present throughout the ad experience, enabling the user to return to content at anytime

21 But lets not forget the standard- Banners

22 3. The Best Practices for Integration The Market is ready NOW!!!. But are you ready as Developers? Where do you place the Ads? Do you have the right Ad serving capabilities? What Inventory do you have to monetise? How do you manage user experience?

23 Ad Placement Effective Banners.. Effective Placement Ad is not intrusive, but clearly visible at the top of the page The ad is sized appropriately Uses the correct transition or open space on the page Only one ad on the page

buttons and interferes with user experience Small ad in a

24 Ad Placement Ineffective Banners.. The Advertiser Ineffective Placement Ad is placed near action buttons and interferes with user experience Small ad in a location that can contribute to accidental, fat finger clicks Ad is cut off at the top and resolution is poor

25 Ad Serving - Method 1 Simple SDK Integration Integrate a 3in1 SDK This will limit your on-going development work It will also maximize your revenue potential through accessing all creative formats

26 Ad Serving - Method 2 Mediation Integrate a Mediation SDK Optimize revenue through Multiple sources Achieve Maximum revenue

27 Ensure you are passing targeting data?.. Time of day/week Device Carrier Country & Geo & Specific Location News MetaData Channel Sport Entertainment

28 Overview/Top Tips.. Identify what's going to make your App different to drive high revenues Ensure you are offering Rich Media assets for maximum investment Understand Advertisers needs Keep a view on up and coming demand like Video Build in realistic revenue expectations based on your Ad placement

29 K.I.S.S Simple Straightforward

30 Thank you Questions? Ollie Clamp EU, Publisher Services Director T

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