Richard O’Connell is the Global Marketing Director for PapayaMobile and AppFlood, a mobile advertising network of 5,500 developers delivering more than 1.3 billion impressions. He has six years of experience successfully promoting global digital and mobile brands in the Europe, Asia and the United States. He leads AppFlood’s global marketing efforts including strategy, branding, mobile marketing, electronic, PR and community management with a team spanning the US, Europe, and China.
What we’ve learned from the thousands of Android programmers that we’ve helped is that there’s always a way to increase a programmer’s revenue. Improvements to their mobile monetization strategy may be as complex as A/B testing ad formats and encouraging advertisers to propose direct deals. But optimization is also as simple as avoiding these five basic mobile monetization mistakes.
Don’t confuse”eCPM” for earnings
Ensure You have a monetization game plan
Developers will often mistake eCPMs as a step of a publisher’s potential earnings, but eCPMs are really just a standard of measurement that evaluate the quality of how well an advertiser’s ad is performing in their app. While it’s easy to say that developers like yourself should fill your inventory with ads from high eCPM advertisers, the amount of impressions that you devote to advertisers and your app’s fill rate will both affect your earnings. A word of advice: analyzing eCPMs alone can misrepresent how well your program is monetizing. For instance, an advertiser with a $2.00 eCPM can generate less revenue for you than a $1.00 eCPM advertiser if the $1.00 eCPM advertiser is comparably receiving more traffic.
This is a guest post written by Richard O’Connell, Global Marketing Director for PapayaMobile and AppFlood.
You’d be surprised by the proportion of developers that don’t have a growth strategy for their apps. As an example, in an AppFlood survey of 1022 app developers, 20% of indie developers”took a chance” on an ad network without so much of a significant reason. If you have been a part of this cutthroat world of mobile program publishing,”taking a chance” on an ad network and coming in with no game plan won’t help. You need to recognize the monetization strategy that’s best for you and your app. This may include choosing a mobile ad network that works for you, learning how to quantify user engagement, or even investing in a burst effort . A burst effort is a strategy developers will use to purchase quality users in a short window of time to sprint their way to the top of the app store graphs and after monetize the resulting larger userbase.
Lastly, don’t forget that advertising networks are a service-based business and are there to help you maximize your earnings. For many developers, strategizing a monetization plan can get tricky, but fortunately for the mobile advertising networks such as AppFlood, that have addressed concerns and assisted tens of thousands of program developers, advertising networks have loads of experience troubleshooting or even directing your mobile optimization strategy. This might mean someone from the ad network will work directly with you to allocate traffic to target demographics, or your own mobile advertising network of choice might fulfill your request for a data analysis report of your app’s monetization performance.
Don’t be afraid to reach out.
The interstitial ad might”pop up” at strategic times and fill up a cell phone’s display, but it’s undeniably among the most effective ad formats on the market. If monetization is the priority, don’t take the interstitial ad format for granted. In fact, when we analyzed the earnings that publishers created from both CPC and CPI advertisers, interstitials consistently out-earned app lists, panels, custom ads, and banners on AppFlood. However don’t get me wrong. Monetizing your app does not finish with downloading the SDK. As with deploying any ad format, you need to be mindful of the ways which you can minimize in-app interruptions, whether this means revealing the interstitial between levels of a mobile game or before the user closes the app.
Interstitial ads are better than you give them credit for
Don’t be shy — ask your advertisement network for help
About The Author
Don’t give up too early
99.99% of program publishers aren’t likely to become millionaires overnight. But after installing an ad network’s SDK, many developers tend to get the wrong impression about mobile program monetization. What they expect is a high return off the bat. On the other hand what they don’t expect is the understanding that monetizing a program is a test of patience. Just because the earnings following the first week of testing out the ad system weren’t satisfactory and they did not see the improvement they were looking for, doesn’t mean that it’s in the developer’s best interest to jump to a different network. What they’ve neglected is that higher earnings will not appear magically overnight. If developers want to boost earnings, these publishers need to employ strategies for optimizing earnings, whether that means testing different ad formats and its placement, or redistributing traffic.