אורי מנור: In-App Advertising. כנס VisionCamp 2012

In-App Advertising

By Ori Manor

So what is an app?

So what is an app?

???

= software that helps us (do something)

So what is an app ?

3 popular types of apps

Mobile Apps Social Apps Bundled Apps

Mobile Apps 2012

Mobile Phones: 4B Smartphones: 1B+

By 2014:

Mobile browsing > Desktop browsing.

Mobile App Marketplaces

Mobile Apps 2012

Games

Search

Maps

Music

Other

Social Networking

Mobile app 2012

Mobile Apps 2012

No. of apps downloaded No. of apps developed Marketplace

25,000,000,000+ 700,000+ App Store

15,000,000,000+ 500,000+ Google Play

More info about iOS apps here

3 popular types of apps

Mobile Apps Social Apps Bundled Apps

Social Apps = any application that integrates into

Facebook / Google+ to leverage existing:

• Social Plugins / Like, Send, Subscribe, Comment, Activity feeds, etc.

• Graph API / view of the social graph: people, photos, events, pages and the

connections between them

• Platform Dialog / interface that provides social functionality to the users

Converting apps to Facebookism3 concepts that will help you ‘become’ social:

• Canvas Page- The social network loads the app URL (“Canvas URL”) within an

iframe on that page. Now you’re “on” Facebook!

• Social Channels- Bookmarks, notifications, newsfeeds, Timeline, Search, etc.• Social analytics- On-going app performance data: likes, actions, fans, MAUs,

DAUs, reach, trends, etc.

So a ‘social’ app is…Any application (Game, website, other) that tries to leverage the social web

phenomenon by integrating into FB.

However…

Born vs. Told

Farmville

BORN

Shaker

BORN

) " חיפה ) נ או הסטודנטים אגודת

TOLD

לאומי בנק

LOL

More info about FB apps here:

3 popular types of apps

Mobile Apps Social Apps Bundled Apps

Bundled Apps

A world of (SAAS) service extensions

Bundled Apps

Bundled Apps

Bundled Apps

Bundled Apps

3 popular types of apps

Mobile Apps Social Apps Bundled Apps

In-App Advertising Display Advertising Factor

Can be speculated Unknown Background flow

Low High Competition

Cross selling Lead generation, sales Commercial goal

Co-branding Brand Exposure Branding opportunity

Developers Publishers Traffic source owners

Users Visitors End users

MAU, DAU Returning visitors, Time on site Quality indicators

*INCENTIVIZED ACTIONS *POPUPS *Abuse methods

Display vs. In-App

In-App Food Chain

Brands & Advertisers

Ad Networks & Ad Agencies

Developers

Consumers

Interdependency In order to That goes to You go to You want You’re the

Reach customers

Developers Agency / Network

Traffic Brand / Advertiser

Reach customers

Build applications

Developers Traffic Agency / Network

Reach advertisers

Ad agencies / networks

work Traffic Developer

Provide Functionality / Entertainment

Developers Facebook, Google Apps

Appstore

Entertainment / Functionality

Customer

Developers vs. Ad Networks

Some in-app ad networks / agencies

Some app developers

Business Models & Advertising Opportunities

Monetization Relevant Types B. Model

Ads Mobile, Social, Bundled Free

Ads & Upgrades Mobile, Bundled Freemium

Sales Mobile, Bundled Paid

Ads, Affiliations & Partnerships

Mobile Aggregators

When does advertising work?

In-app advertising

Primitive vs. Advanced

:Banner style(In-app ads on FB (Social Game

In-app ads on FB: Casino

Mobile In-App ads

Mobile In-App ads: intrusive

Advanced strategies

In-flow, event based advertisingReal world reward based advertising (kiip, Greystripe) Location triggered ads (Foursquare, Waze) Stealth advertising (subliminal) & more.

Mobile In-App ads: in-flow

Real-world rewards (Kiip)

Real-world rewards (Kiip)

Location + Event triggered ads (waze)

In-app “Stealth” marketing (The Sims social / FB)

“ Stealth” marketing (The Sims social / FB)

“Stealth” marketing: In-game Ads

Thanks.Ori Manor

[email protected]