5 Ways To Improve App Revenue Using Native Stream Ads [Webcast Presentation]
Transcript of 5 Ways To Improve App Revenue Using Native Stream Ads [Webcast Presentation]
5 Ways To Improve App RevenueUsing Native Stream Ads
George Makkoulis, Head of Publisher Partnerships
5 Ways To Improve App RevenueUsing Native Stream Ads
George Makkoulis Head of Publisher Partnerships,
Avocarrot co-founder
@gmakkoulis
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@avocarrot #AVOdevs
Outline* What are native stream ads?* Key performance metrics for native ads* Revenue optimizations
- Appearance- Visibility- Latency- Frequency- CTA
* Takeaways
Example - Twitter Stream Ads
Creating a good advertising experience
Twitter’s native stream ad technology
Calculation - Making $10 a dayDaily Active Users: 200Ad Impressions / DAU: 5
Fill Rate: 100%Render Rate: 100%
CTR: 2%CR: 10%
CPA: $5*many assumptions made here for the sake of simplicity
Calculation - Making $10 a dayDaily Active Users: 200Ad Impressions / DAU: 5
Fill Rate: 100%Render Rate: 100%
CTR: 2%CR: 10%
CPA: $5*many assumptions made here for the sake of simplicity
Multiply everything
Impressions (theory): 1,000
Impressions (actual): 1,000
Conversions (actual): 2
$10.00
Calculation - Room for improvementDaily Active Users: 200Ad Impressions / DAU: 3
Fill Rate: 100%Render Rate: 70%
CTR: 1%CR: 10%
CPA: $5*many assumptions made here for the sake of simplicity
Multiply everything
Impressions (theory): 600
Impressions (actual): 420
Conversions (actual): 0.42
$2.10
How can you improve ad revenue?Daily Active Users: 200Ad Impressions / DAU: 3
Fill Rate: 100%Render Rate: 70%
CTR: 1%CR: 10%
CPA: $5*many assumptions made here for the sake of simplicity
APPEARANCE
VISIBILITY
FREQUENCY
LATENCY
CTA
Head-start Tip #1
Responsible Disclosure
Respect your users and always disclose native ads
Trying to trick them into accidentally clicking native ads will eventually get you banned
Visibility - Above the fold
The most visible part of a stream is above the fold.
Avocarrot’s native stream ad technology
Latency - Display ads instantly
Users will not forgive small delays
Network latency will always be present but try to get perceived latency down to zero
Head-start Tip #3
Pre-loading
Pre-load native ads just before you need them
Be careful with expiry times
Frequency - Often but not too often
Mobile advertising is a numbers game but if you spam, it will not work
Measure how far users scroll down the stream and space apart native ads accordingly
Head-start Tip #4
Space apart: ~10
Before displaying the next native stream ad allow the
user a few full scrolls
CTA - Run A/B experiments
Draw positive attention on the CTA
Optimize for:layout / position / colors
Avocarrot’s native stream ad technology
Head-start Tip #5
bottom right corner+
empty space
Surround the CTA with empty space and place it at the bottom right corner to catch the user’s eye gaze