DATA ANALYSIS using various data sets like shoping data set etc
Show Me the Measurement: Monetizing Mobile Apps with Native and Video Ads
1. JAMES KELM, SR. DIRECTOR, PRODUCT MANAGEMENT
SHOW ME THE MEASUREMENT:
MONETIZING MOBILE APPS
2. Yahoo 2016 Confidential & Proprietary2
$31
$23
$33
$21
2014
IN-APP PURCHASES MOBILE ADS (EX. SEARCH)
Source: FlurryAnalytics, eMarketer,AppAnnie,Apple
THERE’S A LOT OF MONEY IN THE MOBILE APP ECOSYSTEM…
2015
Global Mobile Revenues (Billions)
3. Yahoo 2016 Confidential & Proprietary3 Source: eMarketer.com
…AND MOBILE AD SPEND IS ONLY GROWING
$0B
$10B
$20B
$30B
$40B
2014 2015 2016 2017 2018 2019
$34
$30
$26
$21
$15
$10
US Mobile Ad Spending 2014-2019
4. Yahoo 2016 Confidential & Proprietary4
YOUR IMPACT
Content Creation
& Consumption
Shifting Users From
Traditional Media
App Commerce
5. Yahoo 2016 Confidential & Proprietary
US TIME SPENT ON MOBILE
5
Source: Flurry Analytics, comScore, Pandora, Facebook, NetMarketShare. Note: US, June 2015
9. Yahoo 2016 Confidential & Proprietary9
WHAT IS NATIVE?
Native Advertising:
Third-party ads that match the look, feel,
and visual context of the environment they
are seen. Native ads are not branded
content with an editorial voice.
10. Yahoo 2016 Confidential & Proprietary10
TOP PERFORMING CATEGORIES FOR NATIVE
SOCIAL
MESSAGING
NEWS & CONTENT
PHOTOGRAPHY
UTILITY & PRODUCTIVITY
11. Yahoo 2016 Confidential & Proprietary11
EXPLOSIVE GROWTH IN NATIVE
Total Ad Requests by Region and Year-over-year growth
United States Rest of World
39.4B
236.1B
76.1B
2.02T
+498%
YoY Growth:
+2,548%
YoY Growth:
Source: Yahoo, July 2016
20. Yahoo 2016 Confidential & Proprietary20
WHAT’S NEXT?
Tune your Ad Experience:
• Analyze user experience(s)
• Fix performance issues
• Experiment with placement and frequency
• Segment your audience
21. Yahoo 2016 Confidential & Proprietary21
EXPERIMENT WITH PLACEMENT
Place video ads at a
natural break in the
app flow
Distribute native ads
throughout the content
of the app
22. Yahoo 2016 Confidential & Proprietary22
THINK ABOUT YOUR AUDIENCES
• Who are your users?
• Where do they come from?
• Are they making in-app
purchases?
• Segment users
• Purchasers
• Potential Purchasers
• Ad viewers
23. Yahoo 2016 Confidential & Proprietary23
MONEY MATTERS…
…But not at the expense of user experience
• Ad performance: Fill, CPM, CTR, Viewability
• Address low CTR
• Address low fill, viewability
24. Yahoo 2016 Confidential & Proprietary24
THE BOTTOM LINE
• Think native and video
• Integrate early
• Test and iterate