My notes from Tehila’s talk at iOSDevUK.
StartApp – mobile monetisation platform. Brains and beauty of the mobile industry. Right ad, right time, right user. Using BA tools and data. Beauty side – most engaging and appealing ads.
How do you make your app stand out in a crowd?
How do I retain the user?
How do I monetise the user?
3 Application types:
Flash light click
- Can generate a lot of downloads
- Many free alternatives
- Minimal usage time
- Similar apps – wallpapers. widgets calendar.
- Super popular
- Similar apps – strategy games, puzzles, gambling.
- loyal users
- long sessions
- many features
- similar apps – social apps.
- Don’t go there.
- 90% of apps on iTunes are free.
- 95% of downloads are for free apps.
- 90% of paid apps being downloaded less than 500 times per day.
- Top growing apps on iTunes. Only paid app is Minecraft.
- Not a recommended business model, but you can try.
- Most popular.
- Bring traffic, network places adds.
- Over 400 networks (admob in 40% of free apps)
- Acceptance from users
- ECPM is your BFF.
- Plan and integrate ahead.
- Engage at the right time (exit point).
- Use – fill page, app walls, video. Full page interstitials have best ECPM.
- Test, test and test some more.
- Use only classic adds.
- Misplace adds – disrupt UI/gameplay.
- Don’t be ad-blitzing.
- Settling for the first network you try.
- No space for ads.
- Suited for interstitials.
- Relevant adds.
- An attention catcher.
- Use a variety of ad units.
- Strategically place banners.
- Analyse performance (need to learn and know the users behaviour, change according to what you see).
- Take advantage of tracking tools.
- To make this work, need a LOT of traffic (need a lot of daily actives).
- eCPM = CR * CTR * layout * 1000
- Factors that impact both CTR and CR (engagement of users with the ads).
More users click on full screen ads rather than small ads. Need to take that into account.
- Application is for free.
- Inside a variety of options for purchases.
- Dominated by games.
- Numbers are mind-blowing (e.g. Candy Crush).
- Don’t go into making a game expecting these numbers, but huge potential.
How to make it work:
- Plan from day 1
- Make it highly addictive.
- Offer purchase at the right time.
- Create a currency. Even two.
- Successful app – no child’s play!
- Not a game? A lot tougher.
- Need to “hook” the user.
- Usually works for very high end games.
Flashlight / clock:
- Not an easy one.
- You can try this.
- Add a social layer.
- Need to know when each user might agree to purchase.
- Can be a great fit.
- Pack it with features.
- Offer a trial.
- Can be good.
- Great money making opportunity.
- Plan ahead.
- Best suited for games..
Need to find a balance between UX and revenue.
- Lots of opportunities.
- Start with making a great app.
- Don’t settle – test, explore, optimize, analyse.
- Reach out to the other side – users and ad networks
- You can turn this into a business.