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Ad monetization design patterns in free-to-play
gamesEric Benjamin Seufert
Heracles
Who I Am
Partner,Heracles
Owner,Mobile Dev Memo
Author,Freemium Economics
Formerly:
Agamemnon● Analytics tool for mobile
user acquisition● In closed beta currently
Beta code for CC TLV attendees:
CCTLV123http://troy.agmnn.co
State of the App Economy
Growth of mobile advertising continues unabated.
Growth of mobile advertising continues unabated.
Growth of mobile advertising continues unabated.
Growth of mobile advertising continues unabated.
FB 10Q (Q2 2016)
Growth of mobile advertising continues unabated.
GOOG 10Q (Q2 2016)
Video is driving this growth...
Video is driving this growth...
Video is driving this growth...
Video is driving this growth...
Video is driving this growth...
...and networks / publishers are facilitating this with new formats and tools.
...and networks / publishers are facilitating this with new formats and tools.
...and networks / publishers are facilitating this with new formats and tools.
...and networks / publishers are facilitating this with new formats and tools.
...and networks / publishers are facilitating this with new formats and tools.
...but we’re still very much in the Wild West. Good information is hard to come by.
And fraud is rampant.
App Monetization in 2016
The App Monetization Opportunity with Video
The App Monetization Opportunity with Video● Tap into growing video advertising budgets on
mobile;
The App Monetization Opportunity with Video● Tap into growing video advertising budgets on
mobile;● Leverage eyeballs into revenues by supplying
inventory to ever-increasing demand for mobile placements;
The App Monetization Opportunity with Video● Tap into growing video advertising budgets on
mobile;● Leverage eyeballs into revenues by supplying
inventory to ever-increasing demand for mobile placements;
● Prepare for programmatic direct future marketplace with API- and backend-driven ad serving.
The App Monetization Dilemma with Video
The App Monetization Dilemma with VideoHow to monetize users with ads that don’t displace their attention from your app...
The App Monetization Dilemma with VideoHow to monetize users with ads that don’t displace their attention from your app...
...yet still convert well enough to maintain viable CPMs.
The App Monetization Imperative with Video
The App Monetization Imperative with VideoBuild engaging mobile advertising experience on mobile that is integrated natively, brings value to the customer, and is served with intent.
The App Monetization Imperative with VideoBuild engaging mobile advertising experience on mobile that is integrated natively, brings value to the customer, and is served with intent.
Ads must be:
The App Monetization Imperative with VideoBuild engaging mobile advertising experience on mobile that is integrated natively, brings value to the customer, and is served with intent.
Ads must be:● Native;
The App Monetization Imperative with VideoBuild engaging mobile advertising experience on mobile that is integrated natively, brings value to the customer, and is served with intent.
Ads must be:● Native;● User-initiated (pull, not push);
The App Monetization Imperative with VideoBuild engaging mobile advertising experience on mobile that is integrated natively, brings value to the customer, and is served with intent.
Ads must be:● Native;● User-initiated (pull, not push);● Integrated seamlessly into content (not a distraction
from app’s use case).
App Monetization Design Patterns
Ads in the Content Channel
Ads in the Content Channel
Seamless integration of ads alongside native content created opportunity for high number of impressions / session
Ads in the Content ChannelCanonical Example: Facebook Newsfeed
Ads in the Content ChannelInstagram
Ads in the Content ChannelRovio Content Channel
Rewarded Video as a Content Driver
Rewarded Video as a Content Driver
Rewarded video serves as the primary driver of content delivery, eg. content is mostly unlocked via video rewards in the app’s (mostly games) core use case
Rewarded Video as a Content DriverFlip Diving
Rewarded Video as a Content DriverNonstop Knight
Rewarded Video as a Content Accelerator
Rewarded Video as a Content AcceleratorVideo rewards increase the pace at which content is unlocked or at which progression in the app’s core use case is permitted.
Rewarded Video as a Content Accelerator
Flip Diving
Brand Placements as a Content Extension
Brand Placements as a Content ExtensionBranded ad placements extend the available content in the app. Brand advertisements take the form of native content.
Brand Placements as a Content Extension
LINE App
Brand Placements as a Content Extension
Crossy Road
