Community Monetization with Mobile App
Case Studies of Apple iAd & Google Admob
on iOS & Android platform
Winter WongFounder
Tapatalk - Quoord Systems
Agenda
Sharing our Idea & ExperiencesYour options to monetize on
mobileReal case studies on iAd and
Admob
Who we areTapatalk Forum AppForum APIForum System
AgnosticFocus in iOS & AndroidBuilt & customized
over 50 community apps on iPhone and Android
4x more posts
4times / day
40 minut
es / day
Mobile forum app benefits…
ChallengesHigh cost to developMultiple device supportCookie cutter apps?May not work with your existing
monetization channels
8ways to
monetize
Sell the splash screen“this app is sponsored by…”
App selling for $1.99 Quick and easy way to generate revenue Royal members to donate money to cover app dev
cost. Change it to free app over X months
Only Premium Members can login Login access (PM, Subscription etc) to only users who
paid. Complement with your existing subscription model
Hiding ads from Premium MembersOnly display ads to regular
members
Show iAd to GuestEncourage registration, drive
membership
Free app + Premium appFree app with AdsensePaid app with customized theme, no ads,
access to special sub-forums (content)
Skimlinks / Viglink integrationConvert all out-bound link to
affiliated links
iAd + In-app purchaseRemove iAd for $2.99
>85%
users on iOS4
5countries
$5eCPM
0.6%Click Rate
Our experience w/ iAd
iAd Fill Rate
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
ImpressionRequestsFill Rate
iAd Performance by Country
Country Revenue eCPM Requests Impressions Fill Rate CTR
United States $3,530.94 $2.03 4,075,490 1,737,384 42.63% 0.60%
UK/GB $653.52 $3.22 762,521 203,008 26.62% 0.76%
France $128.34 $11.09 165,995 11,568 6.97% 1.31%
Canada $24.18 $2.67 1,254,594 9,043 0.72% 1.63%
Germany $22.17 $15.50 174,728 1,431 0.82% 2.87%
iAd AdvantagesHigher eCPM (if filled…)Easy to setup
◦ E.g. keywords are from your app meta-dataLow fill-rate can be resolved
programmatically with secondary inventory◦ Your in-house banners◦ Admob, Greystripe etc
Hidden issue… iAd license agreement indicates that ad cannot be
displayed on user generated content.
AdmobGoogle AcquisitionPositioned as prime ads platform for
mobile appAdmob SDK
House Ads Admob Ads Adsense Ads
Admob HighlightsCovers all major mobile platformsEasier to setup from developer
perspective“House Ads” allow you to mix your
own inventory with Admob / Adsense ads
“Advertise your app” via banner exchange
Decent fill-rate but very low eCPM
Case Study on Forum Foundry
Forum Foundry runs a network of forumsDroidForums.net forum 170,000
membersAdmob enabled
18-Oct
25-Oct
1-Nov
8-Nov
15-Nov
22-Nov
29-Nov
6-Dec
13-Dec
20-Dec
27-Dec
3-Jan
10-Jan
17-Jan
24-Jan
31-Jan
7-Fe
b
14-Feb
00.10.20.30.40.50.60.70.80.91
ecpm
18-Oct
25-Oct
1-Nov
8-Nov
15-Nov
22-Nov
29-Nov
6-Dec
13-Dec
20-Dec
27-Dec
3-Jan
10-Jan
17-Jan
24-Jan
31-Jan
7-Fe
b
14-Feb
0
20000
40000
60000
80000
100000
120000
Request vs. Impression cpc_impressions requests
iAd
$5eCPM
0.6%Click Rate
18%WW Fill Rate
Admob
$0.4eCPM
0.94%Click Rate
54%WW Fill Rate
ConclusionForum app increase users’
stickiness to your forum8 ways to monetize but no “get-
rich-quick” schemeCurrent monetization options can
cover your app development cost but not a main revenue driver of your business
But it will in future…
Thank Youhttp://[email protected]
Talk to our partners and customers today◦ProBoards (Patrick)◦T-shirt Forum (Rodney)◦Skimlinks (Mark)
Forum API Over 100 developers signed up Windows Phone 7, webOS, Windows Mobile 6 app
developed by third-party API allows forum owners to bridge existing forum with
your other online presence (e.g. pulling latest topics from vBulletin)