Worlds Largest Independent Mobile Ad Network The Economics
World’s Largest Independent Mobile Ad Network The Economics of Building an Advertising Supported App Business Sridhar Ranganathan VP Product Management 2/12/2022 1
Mobile App Landscape • • Highly competitive i. Phone App ecosystem is very lager Android is catching up Market dynamics change daily and hourly! 2/12/2022 2
The Opportunity • Still huge opportunity for developers (long tail) • Android eco-system is emerging fast • Symbian and Blackberry have large installed base across the world • Newer App Stores are emerging too! • Top apps are worth millions of dollars Since its release, over 6. 5 million copies of the game Angry Birds have been purchased. 2/12/2022 3
Appsare ubiquitous in U. S. • 63% of US mobile web users now have 3 G and is growing. 3 GSubscribers Subscirbers 3 G User Apps Use Apps Dec 2009 2/12/2022 June 2010 All data from com. Score 4
Average: 51 Apps Downloaded • A small segment of users have download 100 s of apps from i. Tunes 10, 0% App Quantities - % of Total Downloader’s 9, 0% 50% of downloader‘s 8, 0% % % Downloaders 7, 0% 6, 0% 5, 0% 4, 0% 3, 0% 2, 0% 1 6 11 16 21 26 31 36 41 46 51 56 61 66 71 76 81 86 91 96 101 106 111 116 121 126 131 136 141 146 151 156 161 166 171 176 181 186 191 196 201 206 211 216 221 226 231 236 241 246 0, 0% App Quantities Product: i. Tunes Apps Tracker Data: March 2010 - Country: US 2/12/2022 5
67% Have Paid for Apps • 13% of all apps downloaded have been paid for. • The average paid app cost $2. 40 70% 67% Paid Apps Downloaders 60% % Group 50% 40% 30% 20% 13% 10% 0% Apps Downloader's Product: i. Tunes Apps Tracker Total Apps Data: March 2010 - Country: US 2/12/2022 6
Revenue Models: Overview Four different ways to make money • Paid Download • Advertising • Sponsorship • In App Purchase Each model has strengths and weaknesses Depending on the kind of App, some models are more appropriate than others 2/12/2022 7
Revenue Models: Paid Download • Strength: Works best with gaming and utilities • Weakness: Promotion is difficult 2/12/2022 8
Revenue Models: Advertising • Strength: Can drive more revenue than paid • Weakness: Requires large installed base 2/12/2022 9
Revenue Models: Sponsorship • Strength: Great for niche apps • Weakness: Not scalable 2/12/2022 10
Revenue Models: In App Purchase • Strength: Requires loyal repeat usage • Weakness: Difficult to achieve app loyalty 2/12/2022 11
Revenue Models: A Summary Strength Paid Download Works best with Gaming, Utilities Advertising Sponsorship In App Purchase 2/12/2022 Weakness Promotion is difficult Can drive more revenue than Paid Requires large installed base Great for niche apps Not scalable Requires loyal repeat usage Difficult to achieve app loyalty 12
Recommended Models Gaming Paid Download Advertising X X Sponsorship In App Purchase 2/12/2022 Specialty Community Utility X X X 13
Try Combining Models • Mix models depending on growth stage • Experiment • Take advantage of global markets 2/12/2022 14
Android Distribution Channels • • Android Market Telco partnership Self sold Third party sites Handandgo, Get. Jar 2/12/2022 15
Build a Business, not just an App • • Build a portfolio of Apps Create synergy between apps Use loss leaders to build brand Variable pricing Develop quality content Volume of apps also matters Take maximum advantages of social channels Exploit global nature of App market 2/12/2022 16
Tipsfor Monetizing With Ads • • • Test everything Use data to improve performance Experiment with ad placement Experimentwithad formats Try multiple ad networks Develop directly for ad verticals (cars, travel, finance, real estate, etc. ) 2/12/2022 17
Picking an Ad Network • Some important questions: • In what regions are you trying to monetize • What platforms are you developing for • Type of content: games, music, cars • What level of reporting and analytics does the network provide you 2/12/2022 18
Think Globally • e. CPMs vary globally but not by a big margin 129 Index by region Sourced from our Nework 125 101 90 70 Europe 2/12/2022 North America Asia (Excl. China and Japan) Middle East Africa 19
e. CPMs Top 20 Countries Country Index Range Rank Australia > 150 1 UAE* 120 to 149 11 Malaysia > 150 2 Sweden 120 to 149 12 Ireland > 150 3 Norway 120 to 149 13 Thailand > 150 4 Germany 120 to 149 14 South Africa > 150 5 Singapore 120 to 149 15 Russian Federation* > 150 6 Saudi Arabia* 80 to 120 16 New Zealand* > 150 7 Brazil* 80 to 120 17 United Kingdom > 150 8 France 80 to 120 18 Italy > 150 9 Spain 80 to 120 19 USA > 150 10 Jordan* 80 to 120 20 2/12/2022 20
The In. Mobi Ad Network • Largest independent mobile ad network • Multi-platform, including • i. OS • Android • Blackberry • Symbian • Live in 115 countries 2/12/2022 21
Our Network • Can offer ad monetization for developers in almost every region, globally. Europe 1. 8 Billion Ad Requests North America 3. 2 Billion Ad Requests Middle East 0. 5 Billion Ad Requests Asia Pacific 11. 5 Billion Ad requests Africa 2. 8 Billion Ad Requests 2/12/2022 22
Invictus Developer Profile • Invictus. Games is a leading game developer founded in 1992. • Have games on many platforms including PSP, i. Phone and PC • Successful with their i. Phone. Froggy Jump. • Froggy Jump has over 3 Million downloads 2/12/2022 23
Invictus Monetizing Froggy Jump • Invictus integrated In. Mobi along with other ad networks to monetize Froggy Jump • In. Mobi outperformed others on monetization • e. CPMsincreased on average by 40%, nearly double that of other networks. • "Set up was easy, and In. Mobi's online tools for publishers are very comprehensive", said Tamas Kazak CEO of Invictus. 2/12/2022 24
Simpaddico Developer Profile • Founded by Adam Lewis and Alex Miyamura • Started making apps in February 2009 – First app was a simple Rubik’s Cube App – 100 s of apps in Android Market and i. Tunes store – Self funded and profitable 2/12/2022 25
Simpaddico App Portfolio – 8 Million app downloads – 10 Million ad requests per month 2/12/2022 26
Simpaddico App Concept • Air Horn • Most popular app – – Simple concept Sports/Event tie in Not complex to program Mobile specific experience • Free with limited sounds • Paid with additional sounds 2/12/2022 27
In. Mobi World Developer Fund • $2 Million World Developer Fund – Normally ad networks share revenue with publishers – We offer you 100% of revenue earned – Program lasts until the fund is gone • Real support for developers 2/12/2022 28
Key Messages • Think globally – users can come from anywhere! • Build an App Portfolio for a sustainable business • Test and experiment – user experience, monetization options, pricing options • Continuously optimize based on data and user behaviour/experience feedback • Have fun! 2/12/2022 29
About Us: Global Ad Network • 21. 2 Billion impressions • 7 Offices • Live in 115 countries • 185 Million Consumers reached • 150+ employees • 2000+ Advertisers London San Francisco Mumbai Tokyo Bangalore Singapore Johannesburg 2/12/2022 30
A Selection of Partners 2/12/2022 31
THANK YOU Sridhar Ranganathan sridhar@inmobi. com +91 98808 46087 2/12/2022 32
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