#iOSDevUK: Tehila Sabag: Mobile Monetization – Navigating in a Free Eco-System

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.

Action game

• Super popular
• Addictive
• Similar apps – strategy games, puzzles, gambling.

Music player

• loyal users
• long sessions
• many features
• similar apps – social apps.

Paid app

• 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.

Banner adds

• Most popular.
• Bring traffic, network places adds.
• Over 400 networks (admob in 40% of free apps)
  • Acceptance from users
• ECPM is your BFF.

Do this:

• 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.

Avoid:

• Use only classic adds.
• Misplace adds – disrupt UI/gameplay.
• Don’t be ad-blitzing.
• Settling for the first network you try.

Clock widget:

• No space for ads.

Action game:

• Suited for interstitials.

Music player.

• Relevant adds.
• An attention catcher.

Summary:

• 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

• eCPM = CR * CTR * layout * 1000
• CTR
• CR
• Factors that impact both CTR and CR (engagement of users with the ads).
• Payout.

More users click on full screen ads rather than small ads. Need to take that into account.

Freemium.

• 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.

Issues:

• 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.

Action games:

• Addicting.
• Add a social layer.
• Need to know when each user might agree to purchase.
• Can be a great fit.

Music player:

• Pack it with features.
• Offer a trial.
• Can be good.

Summary:

• Great money making opportunity.
• Plan ahead.
• Best suited for games..

Need to find a balance between UX and revenue.

Summary:

• 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.