A quick overview on recent trends in mobile (2011) and introduction into mobile advertising

1. Mobile Trends & Advertising
Noam Yasour
December 2011

2. Mobile is Big and getting even Bigger

3. It’s an App World..

4. And its also a FREE one

5. Freemium is on the rise, as the
competition for attention increases

6. iOS is still #1, but WP7 is moving up

7. iOS is still more attractive. Why?

8. Total Revenues per App Store

9. Also on a user basis..

10. 101 Mobile Advertising

11. Size Does Matter

12. Media Time vs. Ad Spent is still out of
proportion
Source: KPCB – Internet Trends 2011

13. But What Formats?

14. If everyone are doing it…

15. 3 Main Business Models
• CPC – Cost Per Click (eCPM $1 - $5 USD)
• CPM – Cost Per Mil (eCPM $2 - $10 USD)
• CPI – Cost per Install (eCPM $20 - $30 USD)

16. CPC - The Basics
• Ad Requests –
– MAU x No. of Sessions x Session Duration / Ad Duration (over simplified version)
• Ad Impressions – actual displays of ads
• Fill Rate – Impressions / Requests – Varies by country & platform
– 60% - 90% on average in top “mobile” countries
• Click Through Rate (CTR) –
– No. of Clicks / 1000 Impressions
– 1% - 2% on average is normal
• CPC Rate – varies by country & platform
– US - $0.05 – $0.10
– UK - $0.07 - $0.15
– DE - $0.12 - $0.25
– FR - $0.10 - $0.15
– IT - $0.09 - $0.13
– CN - $0.01 - $0.02
• eCPM – CPC x CTR x 1000 (good measure for performance comparison)
• Revenues – eCPM x Ad Impressions / 1000

17. Incentivized Advertising
Incentivized Clips
Offerwall

18. CPI & Interstitials

19. Who Should I work with???
Mobile Ad Networks
Yield Optimizers
Incentivized Advertising
Mediation Platforms

20. One Platform to Rule Them All
1. App Makes
an Ad Call
Mediation Platforms
2. Mediation chooses best
ad network
3. Ad Network
Returns Ad

21. Golden Rules of Mobile Ads
1. Don’t bother, unless it’s big (or premium)
2. Always work with more than 1 partners (use
a mediation platform for that)
3. Location, Location, Location (Ad Placement)
4. Use Analytics (understand your users)
5. Experiment with various partners until you
find the right mix

22. Q&A
For slides and more information about mobile:
– Twitter: @nyasour
– Blog: http://www.tumblr.com/blog/nyasour