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Monetize You Apps (PlugFest Singapore 2013)

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Lichi (吳立基) Wu
Lichi (吳立基) Wu

This document summarizes a presentation about monetizing mobile apps. It discusses having a monetization plan, different monetization strategies like paid downloads, in-app purchases, and mobile advertising. Real-world examples are provided for each strategy. The presentation encourages developers to work with a trusted mobile advertising partner like Millennial Media to maximize fill rates and revenue through banner, rich media, and video ad formats. Developers are advised to integrate ads early and enable all formats.

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MONETIZE  YOUR  APPS!   PLUGFEST  |  JANUARY,  2013  
Introduc7ons   Lichi  Wu   Director,  Mone>za>on   Solu>ons  –  APAC     Connect  with  Us:   lwu@millennialmedia.com   @lichiwu   @millennialmedia     Get  Started:   mMedia.com    
Have  a  Mone7za7on  Plan   It’s  never  to  early  to   start  thinking  about   how  you’ll  mone7ze   your  applica7on.       Think  of  mone7za7on   as  a  product  feature.    
Mobile  Apps  &  Media   Mobile  Apps     Media  Makes   Are  Media   Money  
Exponential Growth of Mobile! Android  “phone”   adop7on  has   ramped  even   faster  –  nearly  6x   iPhone  
Exponential Growth of Mobile! 1.1B  Global   Smartphone   Subscribers     42%  Growth     Q4:12  @  Only   17%  of  Mobile   Subscribers  
Mobile  Consump7on  Versus  Other  Major   Media     Year  over  Year,   Growth  of  Time   Spent  on  Mobile   Has  Exceeded   Television  
Know  Your  Users  to  Grow  Your  Opportunity   Where  are   What  devices   How  long  do   they  located?   do  they  use?   they  stay?   How  ocen   What  opera7ng   do  they  use   system  do  they   your  app?   use?  
Which  Mone7za7on  Strategy  is  Right  for  You?   Paid  Downloads   In-­‐App  Purchases   Mobile  Adver7sing   §  Mone>ze  on  the  front   §  Na>ve  in-­‐game   §  Mone>ze  your  non-­‐ end,  but  the  plaPorm   enhancements  to   spending  users  —  “The   takes  30%.   drive  up-­‐sales;  Seeing   99%”   §  Develop  loyal  user   broad  range  from     §  Plug-­‐n-­‐play  banners,   VS   VS   base,  but  it’s  harder  to   $0.99-­‐$99.   rich  media  &  video  ads   scale.   §  Examples  include   §  Deliver  targeted  ads  via   §  Less  compe>>on  in  the   weapons,  hints,  level-­‐ loca>on  &   app  stores,  but  HIGHER   ups,  Avatars,  etc.   demographic  metadata   expecta>ons  from   users  ul>mately  sets   the  stage  for     mone>za>on.  
Which  Mone7za7on  Strategy  is  Right  for  You?   Paid  Downloads   In-­‐App  Purchases   Mobile  Adver7sing   §  Mone>ze  on  the  front   §  Na>ve  in-­‐game   §  Mone>ze  your  non-­‐ end,  but  the  plaPorm   enhancements  to   spending  users  —  “The   takes  30%   drive  up-­‐sales;  Seeing   99%”   §  Develop  loyal  user   broad  range  from     §  Plug-­‐n-­‐play  banners,   base,  but  it’s  harder  to   $0.99-­‐$99   rich  media  &  video  ads   scale   §  Examples  include   §  Deliver  targeted  ads  via   §  Less  compe>>on  in  the   weapons,  hints,  level-­‐ loca>on  &   app  stores,  but  HIGHER   ups,  Avatars,  etc.   demographic  metadata   expecta>ons  from   users  ul>mately  sets   the  stage  for     mone>za>on   How  About  All  Three?  
Real World Examples! Paid  Apps   In-­‐App  Purchases   Mobile  Adver7sing  
Paid  Applica7ons   Would   you  pay?  
In-­‐App  Purchases   Virtual  Goods  &     Extra  Features   §  Coins   §  Avatars   §  Level  Ups   Subscrip7ons   §  Magazines   §  Newspapers  
Mobile  Adver7sing   Mobile  Adver7sing  is  a  $8.41B   Market  Worldwide   Source:  eMarketer,  Dec  2012  
Work  With  A  Trusted,  Independent  Industry   Leader   MOBILE  DISPLAY  ADVERTISING   MARKET  SHARE   Mobile-­‐First  Focus   §  Founded  in  2006  by   mobile,  adver>sing  and   media  innovators   §  Not  part  of  a  major  PC   internet  portal  or   search  engine   §  We  don’t  sell  handsets   or  own  an  app  store   §  Mobile  adver>sing  is   what  we  do    Source:  IDC,  December  2011  
Your  Partners  Should  Be  More  Than  One   Dimensional   Fill  Rate   Adver7ser  Quality   •  Premium  adver>ser     •  Campaign  diversity   demand   •  Ability  to  deliver  brand  &   •  Adver>sers  span  all   performance  campaigns   adver>sing  ver>cals   across  all  pricing  models   eCPM   •  Brand  focus   •  Rich  media  crea>ve  execu>ons   •  Advanced  targe>ng  solu>ons  
Have  A  Plan   DON’T  WAIT  UNTIL  THE  LAST  MINUTE   §  Integrate  ads  early  in  your  development  process     §  Include  ads  as  part  of  your  tes>ng  plan     §  We’re  here  to  help  every  step  of  the  way  
Enable  All  Ad  Formats  To  Make  More  Money   1   BANNERS   2   RICH   MEDIA   3   INTERACTIVE   VIDEO  
Banner  Ads   WHY  ADVERTISERS  USE   BANNER  ADS   To  connect  with  their  target  audiences   economically  and  efficiently  across  a   broad  range  of  inventory   YOUR  OPPORTUNITY   §  Exposure  to  both  premium   performance  and  brand  adver>sers   §  Ads  typically  provide  higher  fill  rates  
Rich  Media  Ads   WHY  ADVERTISERS  USE   RICH  MEDIA  ADS   §  A  high  visibility  opportunity  that  maximizes   exposure  and  creates  buzz  for  brands   §  A  flexible  ad  format,  offering  a  wide  variety   of  features  and  ac>ons  that  can  be  layered   within  the  experience   YOUR  OPPORTUNITY   §  Exposure  to  premium  brand  adver>sers   §  Ads  typically  provide  higher  eCPMs  
Interac7ve  Video  Ads   WHY  ADVERTISERS  USE     INTERACTIVE  VIDEO  ADS   §  To  capture  the  alen>on  of  their  target   audience  and  inspire  ac>on   §  The  variety  of  interac>ve  features,  from   m-­‐commerce  to  social,  empowers  brands   to  build  a  brand  experience  that  can  only   be  delivered  via  mobile   EXPERIENCE  IT   YOUR  OPPORTUNITY   §  Exposure  to  premium  brand  adver>sers   §  Ads  typically  provide  excep>onally  high  eCPMs   §  Available  for  iOS  and  Android  
The  Importance  of  Ad  Placement   EFFECTIVE  PLACEMENT   INEFFECTIVE  PLACEMENT   §  Ads  that  are  not   §  Ads  that  are  placed  near   intrusive,  but  clearly   ac>on  bulons  or  interfere   visible.   with  user  experience.   §  Ads  that  are   appropriately  sized.   §  Ads  that  use  the   VS   §  Ads  in  a  loca>on  that  can   contribute  to  accidental,   “fat  finger”  clicks   appropriate  transi>on  or   §  Ads  that  are  cut  off  or  have   open  space  on  the  page.   poor  resolu>on.   §  Only  one  ad  on  a  page.  
Make  Your  Inventory  Stand  Out   § High  volume  and  click  through  rate     § Enable  engaging  rich  media  and  video  ad  units     § Pass  available  metadata  –  data  that  your  users  have  agreed  to   share  with  your  applica>on  and  given  you  permission  to  share   with  us.  This  includes  loca>on,  gender,  age  and  income.     § Integrate  ads  early  in  your  development  process  and  include   adver>sing  in  your  tes>ng  plan.    
Why  Millennial  Media   Developer  Focused    Comprehensive  suite  of  mobile  adver>sing     and  mone>za>on  tools  to  drive  revenue  and   downloads.     Proven  Technology   Mobile  adver>sing  is  our  singular  focus.  From   innova>ve  SDKs  to  insighPul  repor>ng,  our   technology  backbone  can  help  power  your   business.   Cross-­‐Plakorm   We  support  iOS,  Android,  Windows  Phone,   mobile  web  and  more  across  more  than  7,000   devices  from  smartphones,  to  tablets,  to   feature  phones.   Extensive  Support    Deep  exper>se  in  mobile  and  technology,   coupled  with  flexible  full-­‐  and  self-­‐service   adver>sing  and  mone>za>on  solu>ons.    
Proven  Mobile  Plakorm  
Mone7za7on  Tools  for  Developers   GROW  YOUR  BUSINESS  WITH  IN-­‐APP  ADVERTISING   In-­‐app  Adver7sing   Leverage  our  mobile  adver>sing     plaPorm  to  put  ads  from  our   premium  adver>sers  in  your  app.     Client  Ads   Sell  ad  campaigns  to  your  own   clients  and  use  our  ad-­‐serving   technology  to  run  them  in  your   app   House  Ads   Create  an  ad  campaign  to  promote   your  apps  on  your  own  inventory  
Adver7sing  Tools  for  Developers   DRIVE  INSTALLS  WITH  MOBILE  ADVERTISING   Reach  Your  Target  Audience   Leverage  a  variety  of  targe>ng  op>ons  -­‐  including     country,  OS,  OS  version,  device  type  and  more  -­‐  to   ensure  your  ads  reach  the  right  users.     Control  Mobile  Ad  Crea7ve   Use  the  crea>ve  gallery  to  upload,  create  and   organize  your  mobile  banner  ads.   Easy-­‐to-­‐Manage  Ad  Campaigns   An  effec>ve  mobile  adver>sing  solu>on  that   allows  you  to  easily  put  money  earned  from   mone>zing  applica>ons  with  us  toward  your   own  mobile  adver>sing  efforts.   Track  &  Measure  Campaigns   Get  the  campaign  insights  and  repor>ng  you     need  to  make  smart  adver>sing  decisions.    
THANK  YOU!   Please  visit  mMedia.com  to  get  started  today.     Limited  Time  Offer  for  PlugFest  Anendees!   Receive  a  $100  mMedia  adver>sing  credit  when  you  spend  $1  to   drive  installs  of  your  app.  Use  promo  code  GMS!13LW^k  when   you  create  a  mobile  ad  campaign  on  mMedia.com.     Lichi  Wu   Director  of  Global  Mone>za>on  Solu>ons,  APAC   lwu@MillennialMedia.com   @lichiwu    

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Monetize You Apps (PlugFest Singapore 2013)

  • 1. MONETIZE  YOUR  APPS!   PLUGFEST  |  JANUARY,  2013  
  • 2. Introduc7ons   Lichi  Wu   Director,  Mone>za>on   Solu>ons  –  APAC     Connect  with  Us:   lwu@millennialmedia.com   @lichiwu   @millennialmedia     Get  Started:   mMedia.com    
  • 3. Have  a  Mone7za7on  Plan   It’s  never  to  early  to   start  thinking  about   how  you’ll  mone7ze   your  applica7on.       Think  of  mone7za7on   as  a  product  feature.    
  • 4. Mobile  Apps  &  Media   Mobile  Apps     Media  Makes   Are  Media   Money  
  • 5. Exponential Growth of Mobile! Android  “phone”   adop7on  has   ramped  even   faster  –  nearly  6x   iPhone  
  • 6. Exponential Growth of Mobile! 1.1B  Global   Smartphone   Subscribers     42%  Growth     Q4:12  @  Only   17%  of  Mobile   Subscribers  
  • 7. Mobile  Consump7on  Versus  Other  Major   Media     Year  over  Year,   Growth  of  Time   Spent  on  Mobile   Has  Exceeded   Television  
  • 8. Know  Your  Users  to  Grow  Your  Opportunity   Where  are   What  devices   How  long  do   they  located?   do  they  use?   they  stay?   How  ocen   What  opera7ng   do  they  use   system  do  they   your  app?   use?  
  • 9. Which  Mone7za7on  Strategy  is  Right  for  You?   Paid  Downloads   In-­‐App  Purchases   Mobile  Adver7sing   §  Mone>ze  on  the  front   §  Na>ve  in-­‐game   §  Mone>ze  your  non-­‐ end,  but  the  plaPorm   enhancements  to   spending  users  —  “The   takes  30%.   drive  up-­‐sales;  Seeing   99%”   §  Develop  loyal  user   broad  range  from     §  Plug-­‐n-­‐play  banners,   VS   VS   base,  but  it’s  harder  to   $0.99-­‐$99.   rich  media  &  video  ads   scale.   §  Examples  include   §  Deliver  targeted  ads  via   §  Less  compe>>on  in  the   weapons,  hints,  level-­‐ loca>on  &   app  stores,  but  HIGHER   ups,  Avatars,  etc.   demographic  metadata   expecta>ons  from   users  ul>mately  sets   the  stage  for     mone>za>on.  
  • 10. Which  Mone7za7on  Strategy  is  Right  for  You?   Paid  Downloads   In-­‐App  Purchases   Mobile  Adver7sing   §  Mone>ze  on  the  front   §  Na>ve  in-­‐game   §  Mone>ze  your  non-­‐ end,  but  the  plaPorm   enhancements  to   spending  users  —  “The   takes  30%   drive  up-­‐sales;  Seeing   99%”   §  Develop  loyal  user   broad  range  from     §  Plug-­‐n-­‐play  banners,   base,  but  it’s  harder  to   $0.99-­‐$99   rich  media  &  video  ads   scale   §  Examples  include   §  Deliver  targeted  ads  via   §  Less  compe>>on  in  the   weapons,  hints,  level-­‐ loca>on  &   app  stores,  but  HIGHER   ups,  Avatars,  etc.   demographic  metadata   expecta>ons  from   users  ul>mately  sets   the  stage  for     mone>za>on   How  About  All  Three?  
  • 11. Real World Examples! Paid  Apps   In-­‐App  Purchases   Mobile  Adver7sing  
  • 12. Paid  Applica7ons   Would   you  pay?  
  • 13. In-­‐App  Purchases   Virtual  Goods  &     Extra  Features   §  Coins   §  Avatars   §  Level  Ups   Subscrip7ons   §  Magazines   §  Newspapers  
  • 14. Mobile  Adver7sing   Mobile  Adver7sing  is  a  $8.41B   Market  Worldwide   Source:  eMarketer,  Dec  2012  
  • 15. Work  With  A  Trusted,  Independent  Industry   Leader   MOBILE  DISPLAY  ADVERTISING   MARKET  SHARE   Mobile-­‐First  Focus   §  Founded  in  2006  by   mobile,  adver>sing  and   media  innovators   §  Not  part  of  a  major  PC   internet  portal  or   search  engine   §  We  don’t  sell  handsets   or  own  an  app  store   §  Mobile  adver>sing  is   what  we  do    Source:  IDC,  December  2011  
  • 16. Your  Partners  Should  Be  More  Than  One   Dimensional   Fill  Rate   Adver7ser  Quality   •  Premium  adver>ser     •  Campaign  diversity   demand   •  Ability  to  deliver  brand  &   •  Adver>sers  span  all   performance  campaigns   adver>sing  ver>cals   across  all  pricing  models   eCPM   •  Brand  focus   •  Rich  media  crea>ve  execu>ons   •  Advanced  targe>ng  solu>ons  
  • 17. Have  A  Plan   DON’T  WAIT  UNTIL  THE  LAST  MINUTE   §  Integrate  ads  early  in  your  development  process     §  Include  ads  as  part  of  your  tes>ng  plan     §  We’re  here  to  help  every  step  of  the  way  
  • 18. Enable  All  Ad  Formats  To  Make  More  Money   1   BANNERS   2   RICH   MEDIA   3   INTERACTIVE   VIDEO  
  • 19. Banner  Ads   WHY  ADVERTISERS  USE   BANNER  ADS   To  connect  with  their  target  audiences   economically  and  efficiently  across  a   broad  range  of  inventory   YOUR  OPPORTUNITY   §  Exposure  to  both  premium   performance  and  brand  adver>sers   §  Ads  typically  provide  higher  fill  rates  
  • 20. Rich  Media  Ads   WHY  ADVERTISERS  USE   RICH  MEDIA  ADS   §  A  high  visibility  opportunity  that  maximizes   exposure  and  creates  buzz  for  brands   §  A  flexible  ad  format,  offering  a  wide  variety   of  features  and  ac>ons  that  can  be  layered   within  the  experience   YOUR  OPPORTUNITY   §  Exposure  to  premium  brand  adver>sers   §  Ads  typically  provide  higher  eCPMs  
  • 21. Interac7ve  Video  Ads   WHY  ADVERTISERS  USE     INTERACTIVE  VIDEO  ADS   §  To  capture  the  alen>on  of  their  target   audience  and  inspire  ac>on   §  The  variety  of  interac>ve  features,  from   m-­‐commerce  to  social,  empowers  brands   to  build  a  brand  experience  that  can  only   be  delivered  via  mobile   EXPERIENCE  IT   YOUR  OPPORTUNITY   §  Exposure  to  premium  brand  adver>sers   §  Ads  typically  provide  excep>onally  high  eCPMs   §  Available  for  iOS  and  Android  
  • 22. The  Importance  of  Ad  Placement   EFFECTIVE  PLACEMENT   INEFFECTIVE  PLACEMENT   §  Ads  that  are  not   §  Ads  that  are  placed  near   intrusive,  but  clearly   ac>on  bulons  or  interfere   visible.   with  user  experience.   §  Ads  that  are   appropriately  sized.   §  Ads  that  use  the   VS   §  Ads  in  a  loca>on  that  can   contribute  to  accidental,   “fat  finger”  clicks   appropriate  transi>on  or   §  Ads  that  are  cut  off  or  have   open  space  on  the  page.   poor  resolu>on.   §  Only  one  ad  on  a  page.  
  • 23. Make  Your  Inventory  Stand  Out   § High  volume  and  click  through  rate     § Enable  engaging  rich  media  and  video  ad  units     § Pass  available  metadata  –  data  that  your  users  have  agreed  to   share  with  your  applica>on  and  given  you  permission  to  share   with  us.  This  includes  loca>on,  gender,  age  and  income.     § Integrate  ads  early  in  your  development  process  and  include   adver>sing  in  your  tes>ng  plan.    
  • 24. Why  Millennial  Media   Developer  Focused    Comprehensive  suite  of  mobile  adver>sing     and  mone>za>on  tools  to  drive  revenue  and   downloads.     Proven  Technology   Mobile  adver>sing  is  our  singular  focus.  From   innova>ve  SDKs  to  insighPul  repor>ng,  our   technology  backbone  can  help  power  your   business.   Cross-­‐Plakorm   We  support  iOS,  Android,  Windows  Phone,   mobile  web  and  more  across  more  than  7,000   devices  from  smartphones,  to  tablets,  to   feature  phones.   Extensive  Support    Deep  exper>se  in  mobile  and  technology,   coupled  with  flexible  full-­‐  and  self-­‐service   adver>sing  and  mone>za>on  solu>ons.    
  • 26. Mone7za7on  Tools  for  Developers   GROW  YOUR  BUSINESS  WITH  IN-­‐APP  ADVERTISING   In-­‐app  Adver7sing   Leverage  our  mobile  adver>sing     plaPorm  to  put  ads  from  our   premium  adver>sers  in  your  app.     Client  Ads   Sell  ad  campaigns  to  your  own   clients  and  use  our  ad-­‐serving   technology  to  run  them  in  your   app   House  Ads   Create  an  ad  campaign  to  promote   your  apps  on  your  own  inventory  
  • 27. Adver7sing  Tools  for  Developers   DRIVE  INSTALLS  WITH  MOBILE  ADVERTISING   Reach  Your  Target  Audience   Leverage  a  variety  of  targe>ng  op>ons  -­‐  including     country,  OS,  OS  version,  device  type  and  more  -­‐  to   ensure  your  ads  reach  the  right  users.     Control  Mobile  Ad  Crea7ve   Use  the  crea>ve  gallery  to  upload,  create  and   organize  your  mobile  banner  ads.   Easy-­‐to-­‐Manage  Ad  Campaigns   An  effec>ve  mobile  adver>sing  solu>on  that   allows  you  to  easily  put  money  earned  from   mone>zing  applica>ons  with  us  toward  your   own  mobile  adver>sing  efforts.   Track  &  Measure  Campaigns   Get  the  campaign  insights  and  repor>ng  you     need  to  make  smart  adver>sing  decisions.    
  • 28. THANK  YOU!   Please  visit  mMedia.com  to  get  started  today.     Limited  Time  Offer  for  PlugFest  Anendees!   Receive  a  $100  mMedia  adver>sing  credit  when  you  spend  $1  to   drive  installs  of  your  app.  Use  promo  code  GMS!13LW^k  when   you  create  a  mobile  ad  campaign  on  mMedia.com.     Lichi  Wu   Director  of  Global  Mone>za>on  Solu>ons,  APAC   lwu@MillennialMedia.com   @lichiwu