5 Ways To Improve App RevenueUsing Native Stream Ads

George Makkoulis, Head of Publisher Partnerships

5 Ways To Improve App RevenueUsing Native Stream Ads

George Makkoulis Head of Publisher Partnerships,

Avocarrot co-founder

@gmakkoulis

Join the conversation

@avocarrot #AVOdevs

Outline* What are native stream ads?* Key performance metrics for native ads* Revenue optimizations

- Appearance- Visibility- Latency- Frequency- CTA

* Takeaways

What are native stream ads?

Example - Twitter Stream Ads

Creating a good advertising experience

Twitter’s native stream ad technology

Traditional Mobile Ads

Banners and intestitials can feel like spam

AdMob’s well-known banner ads

Why native ads?

Clean UX Incremental Revenue

Key performance metrics for native ads

Calculation - Making $10 a dayDaily Active Users: 200Ad Impressions / DAU: 5

Fill Rate: 100%Render Rate: 100%

CTR: 2%CR: 10%

CPA: $5*many assumptions made here for the sake of simplicity

Calculation - Making $10 a dayDaily Active Users: 200Ad Impressions / DAU: 5

Fill Rate: 100%Render Rate: 100%

CTR: 2%CR: 10%

CPA: $5*many assumptions made here for the sake of simplicity

Multiply everything

Impressions (theory): 1,000

Impressions (actual): 1,000

Conversions (actual): 2

$10.00

Calculation - Room for improvementDaily Active Users: 200Ad Impressions / DAU: 3

Fill Rate: 100%Render Rate: 70%

CTR: 1%CR: 10%

CPA: $5*many assumptions made here for the sake of simplicity

Multiply everything

Impressions (theory): 600

Impressions (actual): 420

Conversions (actual): 0.42

$2.10

How can you improve ad revenue?Daily Active Users: 200Ad Impressions / DAU: 3

Fill Rate: 100%Render Rate: 70%

CTR: 1%CR: 10%

CPA: $5*many assumptions made here for the sake of simplicity

APPEARANCE

VISIBILITY

FREQUENCY

LATENCY

CTA

Revenue optimization - Appearance

Appearance - Match the look

Be creative

Avocarrot’s native stream ad technology

Appearance - Match the function

Be consistent

Facebook’s native stream ads

Head-start Tip #1

Responsible Disclosure

Respect your users and always disclose native ads

Trying to trick them into accidentally clicking native ads will eventually get you banned

Revenue optimization - Visibility

Visibility - Above the fold

The most visible part of a stream is above the fold.

Avocarrot’s native stream ad technology

Head-start Tip #2

Initial position: 2

Start displaying native ads in the 2nd row of the stream

Revenue optimization - Latency

Latency - Display ads instantly

Users will not forgive small delays

Network latency will always be present but try to get perceived latency down to zero

Head-start Tip #3

Pre-loading

Pre-load native ads just before you need them

Be careful with expiry times

Revenue optimization - Frequency

Frequency - Often but not too often

Mobile advertising is a numbers game but if you spam, it will not work

Measure how far users scroll down the stream and space apart native ads accordingly

Head-start Tip #4

Space apart: ~10

Before displaying the next native stream ad allow the

user a few full scrolls

Revenue optimization - CTA

CTA - Run A/B experiments

Draw positive attention on the CTA

Optimize for:layout / position / colors

Avocarrot’s native stream ad technology

Head-start Tip #5

bottom right corner+

empty space

Surround the CTA with empty space and place it at the bottom right corner to catch the user’s eye gaze

Summary

APPEARANCE VISIBILITY

FREQUENCYLATENCY

CTA

$10.00

5 Ways To Improve App RevenueUsing Native Stream Ads

George Makkoulis Head of Publisher Partnerships

Questions?

@avocarrot #AVOdevs