Tech Startup Growth Hacking 101 - Basics on Growth Marketing
Creative Mobile: "Story of our startup and monetization models. Monetizing your apps with ads."
1. Story of our startup and monetization
models. Monetizing your apps with ads
Marianna Krjakvina
CMO
Mobile Monday Estonia, 11 March 2013
2. Mobile OS
market in 2010
Android market:
100 000 apps
15 mln users
13 000 games
Data: http://www.gartner.com/newsroom/id/1434613
Mobile Monday Estonia, 11 March 2013
3. Basketball Overkill:
Shots 3D Space Shooter
Mobile Monday Estonia, 11 March 2013
4. Basketball Overkill:
Shots 3D Space Shooter
Free app, ad supported Demo (lite) version
(Google AdMob) +
+ Full version for $1,99
Paid app, ad free $1,99
Mobile Monday Estonia, 11 March 2013
5. Business model:
Free to play
Ad supported (AdMob)
Strategy:
Get to the new
category on Android
Market: Racing
Mobile Monday Estonia, 11 March 2013
6. Over 80 mln app Platforms:
installs Android (April 2011)
1 mln DAU iOS (October 2011)
1,5 mln Facebook fans Windows Phone 8
(coming in April 2013)
Core markets: US,
Russia, Germany,
Brazil, Malaysia, UK
Mobile Monday Estonia, 11 March 2013
7. 2011 2013
Mobile Monday Estonia, 11 March 2013
8. 1. 30 seconds to learn
how to play
2. Easy to play, hard to
master
3. Development never
stops
4. Build the community
Mobile Monday Estonia, 11 March 2013
9. Released: April 2012 – Android
December 2012 - iOS
Basic metrics (Feb 2013):
15 mln lifetime installs
200 000 DAU
2,3 mln MAU
16 mln sessions
played monthly
Mobile Monday Estonia, 11 March 2013
11. Google AdMob
Apple iAd
Millenial Media
Mobile Monday Estonia, 11 March 2013
12. eCPM = $0,30 -$1
Advantages: huge inventory. Ads from
Google cover all geographic regions. Shows
targeted ads.
Disadvantages: Low CTR. Publishers can’t
moderate content of ads.
Mobile Monday Estonia, 11 March 2013
13. eCPM = $0,30 -$1
Advantages: always shows targeted ads
containing relevant content. Higher CTR and
publishers revenue.
Disadvantages: smaller ad inventory. Covers
only core regions. Promotes competitive
applications.
Mobile Monday Estonia, 11 March 2013
14. eCPM = $0,50-5
Advantages: Variety of sizes and placements.
Brand engagement advertising. High CTR.
Works on all mobile and web platforms.
Disadvantages: smaller ad inventory.
Mobile Monday Estonia, 11 March 2013
15. Chartboost
Millenial Media
RevMob
Greystripe
Mobile Monday Estonia, 11 March 2013
16. eCPM = $3-7
Full screen ads. Works on both CPC and CPI
model. Publisher gets 70% from every deal.
Opportunity to get Direct Deals (no fee)
Free cross-promote tool for your apps.
Mobile Monday Estonia, 11 March 2013
17. Offerwalls allow users to get
premium/bonus items in the
game for free for completing
the offer.
Revenue for completed offer
$0.10 iOS
$0.30 Android
Mobile Monday Estonia, 11 March 2013
19. Combine different ad sources to maximize
revenues.
Prioritize ads with higher CTR
Place the ad so all your users could see it
Show ads when your user is happy =)
Mobile Monday Estonia, 11 March 2013
20. Mobile Monday Estonia, 11 March 2013
Marianna Krjakvina
CMO
marianna@creative-mobile.com