Accidentally in Code

Tag: monetisation

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

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

    My notes from Tehila’s talk at iOSDevUK.

    no ads
    Credit: Wikimedia

    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.