In-App Advertising
By Ori Manor
So what is an app?
So what is an app?
???
= software that helps us (do something)
So what is an app ?
3 popular types of apps
Mobile Apps Social Apps Bundled Apps
Mobile Apps 2012
Mobile Phones: 4B Smartphones: 1B+
By 2014:
Mobile browsing > Desktop browsing.
Mobile App Marketplaces
Mobile Apps 2012
Games
Search
Maps
Music
Other
Social Networking
Mobile app 2012
Mobile Apps 2012
No. of apps downloaded No. of apps developed Marketplace
25,000,000,000+ 700,000+ App Store
15,000,000,000+ 500,000+ Google Play
More info about iOS apps here
3 popular types of apps
Mobile Apps Social Apps Bundled Apps
Social Apps = any application that integrates into
Facebook / Google+ to leverage existing:
• Social Plugins / Like, Send, Subscribe, Comment, Activity feeds, etc.
• Graph API / view of the social graph: people, photos, events, pages and the
connections between them
• Platform Dialog / interface that provides social functionality to the users
Converting apps to Facebookism3 concepts that will help you ‘become’ social:
• Canvas Page- The social network loads the app URL (“Canvas URL”) within an
iframe on that page. Now you’re “on” Facebook!
• Social Channels- Bookmarks, notifications, newsfeeds, Timeline, Search, etc.• Social analytics- On-going app performance data: likes, actions, fans, MAUs,
DAUs, reach, trends, etc.
So a ‘social’ app is…Any application (Game, website, other) that tries to leverage the social web
phenomenon by integrating into FB.
However…
Born vs. Told
Farmville
BORN
Shaker
BORN
) " חיפה ) נ או הסטודנטים אגודת
TOLD
לאומי בנק
LOL
More info about FB apps here:
3 popular types of apps
Mobile Apps Social Apps Bundled Apps
Bundled Apps
A world of (SAAS) service extensions
Bundled Apps
Bundled Apps
Bundled Apps
Bundled Apps
3 popular types of apps
Mobile Apps Social Apps Bundled Apps
In-App Advertising Display Advertising Factor
Can be speculated Unknown Background flow
Low High Competition
Cross selling Lead generation, sales Commercial goal
Co-branding Brand Exposure Branding opportunity
Developers Publishers Traffic source owners
Users Visitors End users
MAU, DAU Returning visitors, Time on site Quality indicators
*INCENTIVIZED ACTIONS *POPUPS *Abuse methods
Display vs. In-App
In-App Food Chain
Brands & Advertisers
Ad Networks & Ad Agencies
Developers
Consumers
Interdependency In order to That goes to You go to You want You’re the
Reach customers
Developers Agency / Network
Traffic Brand / Advertiser
Reach customers
Build applications
Developers Traffic Agency / Network
Reach advertisers
Ad agencies / networks
work Traffic Developer
Provide Functionality / Entertainment
Developers Facebook, Google Apps
Appstore
Entertainment / Functionality
Customer
Developers vs. Ad Networks
Some in-app ad networks / agencies
Some app developers
Business Models & Advertising Opportunities
Monetization Relevant Types B. Model
Ads Mobile, Social, Bundled Free
Ads & Upgrades Mobile, Bundled Freemium
Sales Mobile, Bundled Paid
Ads, Affiliations & Partnerships
Mobile Aggregators
When does advertising work?
In-app advertising
Primitive vs. Advanced
:Banner style(In-app ads on FB (Social Game
In-app ads on FB: Casino
Mobile In-App ads
Mobile In-App ads: intrusive
Advanced strategies
In-flow, event based advertisingReal world reward based advertising (kiip, Greystripe) Location triggered ads (Foursquare, Waze) Stealth advertising (subliminal) & more.
Mobile In-App ads: in-flow
Real-world rewards (Kiip)
Real-world rewards (Kiip)
Location + Event triggered ads (waze)
In-app “Stealth” marketing (The Sims social / FB)
“ Stealth” marketing (The Sims social / FB)
“Stealth” marketing: In-game Ads
Thanks.Ori Manor