mobile advertising: to who, what formats, and don't forget, timing
DESCRIPTION
At Pocket Gamer Connects Helsinki 2014, Patrick Pettay from IQzone gave a talk entitled 'The Challenge: Advertising - To Who, What Formats, and don't forget, Timing'TRANSCRIPT
The Challenge: Mobile Advertising
To Who, What Formats, and don’t forget, TIMING
Patrick Pettay
COMPARE MONETISATION OPTIONS
Display
Incentivised
Freemium
Model How What
Advertising
Incentivised / Offer Walls
In-app purchases
Access more features
Get more lives
Access more levels, etc.
Download apps = get credits
Banners
Rich media
Video
Native
Click on ad = get goods
AD FORMATS MONETIZE DIFFERENTLY
Video
CPM
Fill rate
< $1 $5 - $15
High Low
Global High US centric
Interstitial
$2 - $5
Medium
Medium
Banner
Native Ads are Growing
.. SO IS MOBILE VIDEO
15 second shorts are the most popular
MOBILE ADVERTISING SUPPLY SIDE PLAYERS
Selection criteria
• Good self service platform• Good client services function• Average CPMs• Global fill rates• Support for RTB• Support for mediation• Open SDK• Video supported• Native supported• Interstitials supported• “Postitial” supported
GENERAL BEST PRACTICESDISPLAY ADVERTISING
Timing
Formats
Creative
Testing
Before App Session During App Session End Of App Session
TIMING IS KEY
• Interruption with ad = bad user experience
• User must be in right frame of mind • Serve ads during natural breaks
ABOUT IQZONE
Thank You
• Patrick Pettay• patrickpettay@iqzone.
com• Iqzone.com/Blog