Flurry Analytics Mobile Monetization Presentation from the 2016 App Strategy Workshop in Berlin

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

6. Yahoo 2016 Confidential & Proprietary6

7. WHAT ADS ARE WORKING BEST FOR
MOBILE APPS

8. Yahoo 2016 Confidential & Proprietary8
NATIVE AND VIDEO WORK BEST.
Native
Video

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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

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NATIVE IS GLOBAL
WEB APP
Source: Yahoo, July 2016

13. Yahoo 2016 Confidential & Proprietary13
NATIVE ADS DRIVE HIGHER ROI FOR PUBS
Native vs Display eCPM
CPM
+227%
Source: Yahoo, July 2016
BANNER NATIVE

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WHAT DO VIDEO ADS LOOK LIKE IN 2016?
Video Advertising:
• Vertical
• In-Stream
• Interstitial
• Rewarded

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TOP PERFORMING CATEGORIES FOR VIDEO
GAMES
MESSAGING & SOCIAL
VIDEO & ENTERTAINMENT
MUSIC
PHOTOGRAPHY

16. HOW AND WHEN SHOULD I INTEGRATE
ADS?

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DECIDE WHEN TO INTEGRATE ADS
DAY 01 or DAY ??

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DECIDE WHEN TO INTEGRATE ADS
DAY 01 or DAY ??

19. Yahoo 2016 Confidential & Proprietary19
UNDERSTAND AD IMPACT ON USER RETENTION

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

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EXPERIMENT WITH PLACEMENT
Place video ads at a
natural break in the
app flow
Distribute native ads
throughout the content
of the app

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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

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MONEY MATTERS…
…But not at the expense of user experience
• Ad performance: Fill, CPM, CTR, Viewability
• Address low CTR
• Address low fill, viewability

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THE BOTTOM LINE
• Think native and video
• Integrate early
• Test and iterate

25. THANK YOU
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