2. Introduc7ons
Lichi
Wu
Director,
Mone:za:on
Solu:ons
–
APAC
Connect
with
Us:
lwu@millennialmedia.com
@lichiwu
@millennialmedia
Get
Started:
mMedia.com
3. Have
a
Mone7za7on
Plan
It’s
never
to
early
to
start
thinking
about
how
you’ll
mone7ze
your
applica7on.
Think
of
mone7za7on
as
a
product
feature.
4. Mobile
Apps
&
Media
Media
Makes
Money
Mobile
Apps
Are
Media
5. Exponential Growth of Mobile!
Android
“phone”
adop7on
has
ramped
even
faster
–
nearly
6x
iPhone
6. Exponential Growth of Mobile!
1.1B
Global
Smartphone
Subscribers
42%
Growth
Q4:12
@
Only
17%
of
Mobile
Subscribers
7. Mobile
Consump7on
Versus
Other
Major
Media
Year
over
Year,
Growth
of
Time
Spent
on
Mobile
Has
Exceeded
Television
8. Know
Your
Users
to
Grow
Your
Opportunity
Where
are
they
located?
What
devices
do
they
use?
What
opera7ng
system
do
they
use?
How
long
do
they
stay?
How
ocen
do
they
use
your
app?
9. Which
Mone7za7on
Strategy
is
Right
for
You?
Paid
Downloads
§ Mone:ze
on
the
front
end,
but
the
plaJorm
takes
30%.
§ Develop
loyal
user
base,
but
it’s
harder
to
scale.
§ Less
compe::on
in
the
app
stores,
but
HIGHER
expecta:ons
from
users
ul:mately
sets
the
stage
for
mone:za:on.
VS
In-‐App
Purchases
Mobile
Adver7sing
§ Na:ve
in-‐game
enhancements
to
drive
up-‐sales;
Seeing
broad
range
from
$0.99-‐$99.
§ Examples
include
weapons,
hints,
level-‐
ups,
Avatars,
etc.
§ Hard
to
find
sweet
spot
for
“whales”
without
driving
away
minnows.
§ Mone:ze
your
non-‐
spending
users
—
“The
99%”
§ Plug-‐n-‐play
banners,
rich
media
&
video
ads
§ Deliver
targeted
ads
via
loca:on
&
demographic
metadata
VS
10. Which
Mone7za7on
Strategy
is
Right
for
You?
Paid
Downloads
§ Mone:ze
on
the
front
end,
but
the
plaJorm
takes
30%
§ Develop
loyal
user
base,
but
it’s
harder
to
scale
§ Less
compe::on
in
the
app
stores,
but
HIGHER
expecta:ons
from
users
ul:mately
sets
the
stage
for
mone:za:on
In-‐App
Purchases
Mobile
Adver7sing
§ Na:ve
in-‐game
enhancements
to
drive
up-‐sales;
Seeing
broad
range
from
$0.99-‐$99
§ Examples
include
weapons,
hints,
level-‐
ups,
Avatars,
etc.
§ Hard
to
find
sweet
spot
for
“whales”
without
driving
away
minnows.
§ Mone:ze
your
non-‐
spending
users
—
“The
99%”
§ Plug-‐n-‐play
banners,
rich
media
&
video
ads
§ Deliver
targeted
ads
via
loca:on
&
demographic
metadata
How
About
All
Three?
15. Work
With
A
Trusted,
Independent
Industry
Leader
Source:
IDC,
December
2011
MOBILE
DISPLAY
ADVERTISING
MARKET
SHARE
Mobile-‐First
Focus
§ Founded
in
2006
by
mobile,
adver:sing
and
media
innovators
§ Not
part
of
a
major
PC
internet
portal
or
search
engine
§ We
don’t
sell
handsets
or
own
an
app
store
§ Mobile
adver:sing
is
what
we
do
16. Your
Partners
Should
Be
More
Than
One
Dimensional
Fill
Rate
• Campaign
diversity
• Ability
to
deliver
brand
&
performance
campaigns
across
all
pricing
models
Adver7ser
Quality
• Premium
adver:ser
demand
• Adver:sers
span
all
adver:sing
ver:cals
eCPM
• Brand
focus
• Rich
media
crea:ve
execu:ons
• Advanced
targe:ng
solu:ons
17. Have
A
Plan
DON’T
WAIT
UNTIL
THE
LAST
MINUTE
§ Integrate
ads
early
in
your
development
process
§ Include
ads
as
part
of
your
tes:ng
plan
§ We’re
here
to
help
every
step
of
the
way
18. Enable
All
Ad
Formats
To
Make
More
Money
BANNERS
1
RICH
MEDIA
2
3
INTERACTIVE
VIDEO
19. Banner
Ads
WHY
ADVERTISERS
USE
BANNER
ADS
To
connect
with
their
target
audiences
economically
and
efficiently
across
a
broad
range
of
inventory
YOUR
OPPORTUNITY
§ Exposure
to
both
premium
performance
and
brand
adver:sers
§ Ads
typically
provide
higher
fill
rates
20. Rich
Media
Ads
WHY
ADVERTISERS
USE
RICH
MEDIA
ADS
YOUR
OPPORTUNITY
§ Exposure
to
premium
brand
adver:sers
§ Ads
typically
provide
higher
eCPMs
§ A
high
visibility
opportunity
that
maximizes
exposure
and
creates
buzz
for
brands
§ A
flexible
ad
format,
offering
a
wide
variety
of
features
and
ac:ons
that
can
be
layered
within
the
experience
21. Interac7ve
Video
Ads
WHY
ADVERTISERS
USE
INTERACTIVE
VIDEO
ADS
YOUR
OPPORTUNITY
§ Exposure
to
premium
brand
adver:sers
§ Ads
typically
provide
excep:onally
high
eCPMs
§ Available
for
iOS
and
Android
§ To
capture
the
ajen:on
of
their
target
audience
and
inspire
ac:on
§ The
variety
of
interac:ve
features,
from
m-‐commerce
to
social,
empowers
brands
to
build
a
brand
experience
that
can
only
be
delivered
via
mobile
EXPERIENCE
IT
22. The
Importance
of
Ad
Placement
EFFECTIVE
PLACEMENT
§ Ads
that
are
not
intrusive,
but
clearly
visible.
§ Ads
that
are
appropriately
sized.
§ Ads
that
use
the
appropriate
transi:on
or
open
space
on
the
page.
§ Only
one
ad
on
a
page.
INEFFECTIVE
PLACEMENT
§ Ads
that
are
placed
near
ac:on
bujons
or
interfere
with
user
experience.
§ Ads
in
a
loca:on
that
can
contribute
to
accidental,
“fat
finger”
clicks
§ Ads
that
are
cut
off
or
have
poor
resolu:on.
VS
23. Make
Your
Inventory
Stand
Out
§ High
volume
and
click
through
rate
§ Enable
engaging
rich
media
and
video
ad
units
§ Pass
available
metadata
–
data
that
your
users
have
agreed
to
share
with
your
applica:on
and
given
you
permission
to
share
with
us.
This
includes
loca:on,
gender,
age
and
income.
§ Integrate
ads
early
in
your
development
process
and
include
adver:sing
in
your
tes:ng
plan.
24. Why
Millennial
Media
Proven
Technology
Mobile
adver:sing
is
our
singular
focus.
From
innova:ve
SDKs
to
insighJul
repor:ng,
our
technology
backbone
can
help
power
your
business.
Developer
Focused
Comprehensive
suite
of
mobile
adver:sing
and
mone:za:on
tools
to
drive
revenue
and
downloads.
Cross-‐Plakorm
We
support
iOS,
Android,
Windows
Phone,
mobile
web
and
more
across
more
than
7,500
devices
from
smartphones,
to
tablets,
to
feature
phones.
Extensive
Support
Deep
exper:se
in
mobile
and
technology,
coupled
with
flexible
full-‐
and
self-‐service
adver:sing
and
mone:za:on
solu:ons.
26. Mone7za7on
Tools
for
Developers
Client
Ads
Sell
ad
campaigns
to
your
own
clients
and
use
our
ad-‐serving
technology
to
run
them
in
your
app
In-‐app
Adver7sing
Leverage
our
mobile
adver:sing
plaJorm
to
put
ads
from
our
premium
adver:sers
in
your
app.
House
Ads
Create
an
ad
campaign
to
promote
your
apps
on
your
own
inventory
GROW
YOUR
BUSINESS
WITH
IN-‐APP
ADVERTISING
27. Adver7sing
Tools
for
Developers
Control
Mobile
Ad
Crea7ve
Use
the
crea:ve
gallery
to
upload,
create
and
organize
your
mobile
banner
ads.
Reach
Your
Target
Audience
Leverage
a
variety
of
targe:ng
op:ons
-‐
including
geographic,
OS,
OS
version
and
device
type
-‐to
ensure
your
message
reaches
the
right
mobile
users.
Track
&
Measure
Campaigns
Get
the
campaign
insights
and
repor:ng
you
need
to
make
smart
adver:sing
decisions.
Easy-‐to-‐Manage
Ad
Campaigns
An
effec:ve
mobile
adver:sing
solu:on
that
allows
you
to
easily
put
money
earned
from
mone:zing
applica:ons
with
us
toward
your
own
mobile
adver:sing
efforts.
DRIVE
DOWNLOADS
&
ACQUIRE
NEW
USERS
WITH
MOBILE
ADVERTISING
28. Lichi
Wu
Director
of
Global
Mone:za:on
Solu:ons,
APAC
lwu@MillennialMedia.com
@lichiwu
THANK
YOU!
Please
visit
mMedia.com
to
get
started
today.
Receive
a
$100
mMedia
adver:sing
credit
when
you
spend
$1
to
drive
installs
of
your
app.
Use
promo
code
GMS!13LW^k
when
you
create
a
mobile
ad
campaign
on
mMedia.com.
Limited
Time
Offer
for
Anendees!