Emily Kaufman Director, Business Development Gaming the System: How traditional publishers can win in today's mobile first world.
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Emily Kaufman
Director, Business Development
Gaming the System: How traditional publishers can win in today's mobile first world.
Mobile: Fastest Adoption in HistoryTime to reach 50 million users
2
75 YEARS
38 YEARS
13 YEARS8 YEARS
4 YEARS 2.8 YEARS 80 DAYS
Lessons from Mobile Game Publishers
3
Integrating Ads in Unique Ways as a Value Exchange
Maximizing Ad Revenue without Cannibalizing Users
Mobile Ad Blocking Creates Monetization Challenges
4
5
vs
All publishers are now mobile first …but what’s your preferred flavor?
6
Apps: the new TV channel
7
How do you marry content & advertising in a way that creates a
great user experience?
8
Top Mobile Pubs Provide Alternatives to Paywalls
Users Want Access to Premium Content for Free
Reinventing Mobile App Advertising
Advertising Has Always Been a Value Exchange
9
On Mobile: Video Ad Effectiveness Drives Higher eCPMs Mobile videos rank 2x as memorable as lower third and display ads.
10IAB Mobile Video 2015: A Global Perspective - On Device Research
57%
47%
29%28%
16%
Video
“Sponsored By” Message
Lower Third Ad Overlay
Interstitial Display
Other
Users would rather view mobile video ads than pay a feeValue exchange video ads are effective and preferred.
11
8%
15%
77%
Free content supported by video ads
Monthly subscription for unlimited access
Pay per view
IAB Mobile Video 2015: A Global Perspective - On Device Research
10% 20% 30% 40% 50% 60% 70% 80% 90%
Average Session Time
Higher Ad Engagement Leads to Longer Session Times
12Source: AdColony Internal Network Data - June through August 2015
As more users engage in value exchange ad integrations, session times improve.
Example: Sports Illustrated
13
User is offered options to unlock premium content, including watching an ad.
If the user selects that option, video ad plays.
Once the video completes, the user can access the content.
14
What about maximizing ad monetization efficiency?
Introduction to Use Rate
15
Why It’s Often Low Poor integration settings and
limited user segmentation
How Use Rate Helps Improves monetization
efficiency when increased
What It Is Share of app users who see at
least one ad on a given day; the higher the %, the better e.g. 40%+
20% 30% 40% 50% 60% 70% 80% 90%
ARPDAU
Publisher Benchmarks: Use Rate vs Ad ARPDAU
16Source: AdColony Internal Network Data - January through July 2015
Average revenue per daily active user increases as Use Rate improves
Effect of Use Rate on ARPDAU: Social Entertainment App
17Source: AdColony Internal Network Data - June 2015
The Change Optimized ad integration
segmentation, increasing ad Use Rate to 48%
The Results 350% ARPDAU increase and 38.7% eCPM increase without affecting user retention (MAU)
The App Social entertainment app with
600,000 DAU and a 15% Use Rate sought to improve monetization
Use Rate Ad ARPDAU
Top Takeaways
18
It’s more important than ever to have an app-focused approach to mobile publishing.1
Content & advertising need to work together to create an enjoyable user experience.2
Think beyond just display. Video offers higher eCPMs and more innovative executions.3
Value exchange integrations are a win-win for the consumer, marketer and publisher.4
Optimize video ad integrations to improve Use Rate and thus overall revenue.5
19
Q&A
Thank You
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