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Predictive Monetization

Mobile Game Asia 2015 Ho Chi Minh City

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Predictive Monetization

  1. 1. Predictive Monetization Your freemium mobile app is leaving money on the table. Here’s what you can do about it. April 2015 David Chun Managing Director, Tapjoy
  2. 2. Vietnam and China mobile game market – a lot of similarities • Exponential over 50% growth in smartphone from 2012-15, with over 70% Android • Mobile Game Market growth: 75% in 2014 reaching $210M • 9000+ local games/apps, 120M+ downloads/ 32% YoY growth Vietnam China Source : Mwork
  3. 3. Tapjoy’s Market Perspective Tapjoy’s goal is to maximize the value of every user for freemium mobile app publishers.
  4. 4. Tapjoy Is The FIRST Complete Mobile Marketing Automation And Monetization Platform Marketing Automation Suite Monetization Analytics & Predictive Analytics ADS Single Data Set Dashboard: LTV.TAPJOY.COM Enquiry email: hezuo@tapjoy.com MESSAGES & NOTIFICATIONS 517+ million Monthly Active Global Users 270+ thousand Life-to-Date Apps 2.03+ million Daily Ad Engagements Who Reaches Massive Global Users and Mobile APPs Founded in 2007 San Francisco
  5. 5. 1 2 3 1 2 4 3Offerwall Rich Media Full Screen Interstitial Video Ads Banner Ads 5 5 The Largest Rewarded Ad Solutions Platform 4
  6. 6. Tapjoy Drives Industry Leading Results for Mobile Publishers 14% Incremental Revenue Lift in revenue without cannibalizing spend* 10%-30% Higher eCPMs $10+ - $30+ Average eCPMs 4.5X More Time in App* Lift in Retention**
  7. 7. Do You Understand Your Users?
  8. 8. 88 0 20000 40000 60000 80000 100000 120000 140000 160000 180000 200000 Revenue The Bad News – Most Of The Companies Are Only Looking At
  9. 9. 99 0 10 20 30 40 50 60 70 80 ARPDAU The Bad News – Most Of The Companies Are Only Looking At
  10. 10. 1010 But There Are Only 3.5% Paying Users In Your App 100% revenue 3.5% users PPU overall lifecycle 1. Only 3.5% of freemium app users pay for content…but account for 70%+ of revenue 2. Most developers lack solutions that can segment paying customers…so they fear bringing ads to anyone
  11. 11. 1111 Do You Understand Your Users? 1st Paying Users? 2nd Paying Users? 3rd Paying Users? Non-paying Users?
  12. 12. 1212 35.8% 16.8% 8.3% 5.6% 33.5% 1 time 2 times 3 times 4 times 5+ times Over 50% Who Are Your Loyal Paying Users?
  13. 13. 1313 There is another HUGE 96.5% of users in your game are paying NOTHING!!! And Don’t Forget… Are you leaving these money on the table?
  14. 14. Tapjoy provides you the Solutions!
  15. 15. 1. Analysis: Segment your users and understand each of the user cohorts. The Solutions? – Analyze, Predict, Target & Optimize! • Understand the health of your app and where you can make improvements • Conveniently and quickly compare cohorts side-by-side in real time • Track and analyze anything with custom cohorts Empower fremium developers with tools required to understand customers’ potential buying behavior.
  16. 16. 2. Predict - Tapjoy Future Value Map™:Foresee the future value of every user in your app! • Our bold, inventive tool looks forward to the opportunities ahead. • Predictive analytics identifies users who spend and those who never will. • Show the current value and the future value of your users. The power of predictive analysis is mission-critical for unlocking fremium app ad inventory. The Solutions? – Analyze, Predict, Target & Optimize! Future LTV Revenue True Whales Rookies High eCPM AD Monetization General AD Monetization
  17. 17. 1717 Dolphins WhalesMinnowsNon-Paying Non-Paying Minnows Dolphins Whales 7% 70% Future Value Map – Snapshot, D+14 The Solutions? – Analyze, Predict, Target, and Optimize!
  18. 18. 3. Target&Optimize - Marketing Automation: Leverage a single data set to personalize the monetization experience Push the RIGHT content to the RIGHT user at the RIGHT time The Solutions? – Analyze, Predict, Target & Optimize! Made 3 IAP purchases No IAPs request sessions No sessions in the last 3 months
  19. 19. 3. Target&Optimize: Facilitate real-time measurement and adjustment of “moment based” engagements. Context is key for both marketing and ad-based monetization success. The Solutions? – Analyze, Predict, Target & and Optimize!
  20. 20. Success Cases
  21. 21. 2121 The Objective Grow Ad Revenue For Kingdom Age And other GREE Games By Determining The Optimal Currency Exchange Rate. Case Sharing -GREE Lifted Ad Revenue 90% By Optimizing Currency Exchange Rates The Solution Test Multiple New Currency Exchange Rates Against A Control Rate Tapjoy determined that a currency exchange rate of 1:30 was the optimal ratio to generate the most revenue in Kingdom Age. The Result Kingdom Age Saw an Astounding 90% Lift in Total Advertising Revenue More Converters Higher Revenue Per Daily Converter More Total Ad Revenue
  22. 22. 2222 Wanna See A Demo? Or Visit http://ltv.tapjoy.com Welcome To Visit Our Booth #23
  23. 23. @ 2015 Tapjoy, Inc. All Rights Reserved. Tapjoy, Inc. Confidential and Proprietary. Please do not copy or distribute without Tapjoy, Inc’s prior written consent. The data provided herein is for information purposes only and while all efforts are made to ensure accuracy, errors may arise. Tapjoy and the Tapjoy logo are trademarks or registered trademarks of Tapjoy, Inc. All third party logos and trademarks mentioned are the property of their respective owners. Thank You! Contact Us: david.chun@tapjoy.com hezuo@tapjoy.com Website: www.tapjoy.com

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