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A brief overview of the challenges of mobile advertising operations and the differences. More information can be found here- http://kevinschaum.com/blog/mobile_ad_ops_challenges
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Kevin Schaum
Advertising Operations ManagerLinkedin.com/in/KevinSchaum
Backflip Overview• Boulder based mobile game development
studio.• ~70 employees.• 30+ casual and yield titles on iOS/ Android/
Amazon.• 300 million downloads.• 30 million+ monthly active users.• Recently acquired by Hasbro.
Backflip Overview
Backflip Overview
How is mobile publishing different from the web?
Emerging TechApps in Addition to
Browsers.
In App PurchaseFacilitated through App Store/ Google
Play/ Amazon
Explosive Growth
Mobile Challenges
LatencySlow Connection= Lost Impressions
No Cookies!Emerging Tech Like Early Days of
Web, Who to trust?
Tracking and Analytics Problems
No real time segmentation
within App Store
Dedicated Ad Slots
Necessity of Client Side SDK
Updates
Backflip Cross Promotion
Casual Games YieldGames
Backflip Cross Promotion Continued…
More Cross Promo + UA
Conversions = Higher App Store
Rank
App Store Rank is Like SEO Project
Higher App Store Rank = More
Organic Downloads
Basic Math for Mobile Ad Ops for IAP PublishersCalculating eCPM based on IAP Revenue: AKA, why is it so expensive to purchase inventory from certain mobile pubs?
Use IAP Revenue to Calculate LTV
e.g. $5
CTR = Clicks/Impression
s
e.g. 10%
Conv Rate = Conv/ Clicks
e.g. 2%
(Conv/ Imp) = CTR * Conv Rate
= .002
(Conv/ M) =(Conv/ Imp) * 1000
= 2
eCPM (RPM) = (Conv/ M) * LTV
= $10
** All numbers are for example purposes only and do not represent actual data.
We’re Hiring! Engineering/ Art/ Marketing/ QA/ Game Design
www.BackflipStudios.com/Jobs/Email Resumes to Jobs@Backflipstudios.com
Kevin Schaum
Advertising Operations Manager
Linkedin.com/in/KevinSchaum
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