Top 5 Pitfalls of Mobile Traffic Monetization. Don’t Get Trapped! -- Kirill Tyufanov, CEO at MoneyTapp (The White Nights: Mobile Games Conference 2014 http://www.wnconf.com)
3. 5 pitfalls of mobile traffic monetization
You get wrong
(or fake) data
1
Your ad network
doesn’t work
worldwide
2
3
Ad network
decreasing effect
4
SDK integration –
not “just a
moment”
5
You don’t get the highest
CPM and Fill Rate
4. You get very limited reportsCase 1
# of impressions - How much they buy?Example 1
Example 2
1M imp. = $100
1M requests / 1M impressions = 100% FR
You get wrong (or fake) data
Ad Network doesn’t show you:
# of requests - What is FillRate (= network efficiency)?
2M impressions = $100Or
2M requests / 1M impressions = 50% FROr
5. Twofold data interpretationCase 1
You get wrong (or fake) data
Example 1 Example 2 Example 3
100% FR = 200K impression/200K requests
Effective requests
Network will only count request it likes:
1.
2.
3.
Fill Rate
100%
50%
From shortlisted countries
From expensive devices
From users they know…
6. Twofold data interpretationCase 1
You get wrong (or fake) data
Example 1 Example 2 Example 3
Effective impressions
2mm impression = $1000
Or
$0,5 CPM
$1 CPM1mm impressions = $1000
7. Twofold data interpretationCase 1
You get wrong (or fake) data
Example 1 Example 2 Example 3
Effective clicks
100 clicks
Or
$0.1 CPC
$1 CPM$0.2 CPC50 clicks
11. Your ad network doesn’t work worldwide
Countries Metric ∑
India eCPM 0.42$
Indonesia eCPM 0.18$
United States eCPM 0.84$
Russian Federation eCPM 0.65$
Brazil eCPM 0.55$
Thailand eCPM 0.22$
Malaysia eCPM 0.93$
Spain eCPM 0.79$
Australia eCPM 1.07$
Austria eCPM 1.87$
16. SDK Integration
Ad monetization strategy
Keep it in mind while building your app: Right place and (enough) time
Don’t push ads
at the fist run
1
Realize when user
can actually click
2
3
Don’t overlay active UI
parts
4
Respect user
experience and do
not go too hard
5
Give user enough time
to view an ad
18. SDK Integration
Ad monetization strategy
SDK integration – mot just a an hour
Several SDK –
technical conflicts
1
Endless updates2
3 All use different
methods
19. Earn more with MoneyTapp
True data – Real metrics1
Maximum fill rate
High traffic demand even in Asia and Africa
2
3
Monetization automation
Selecting the best buyer in every of 192
countries
4
1 Desk to many
network demand
5
Stably high income
Automatic partner substitution in case of
decreasing rate of return