EXCHANGING ADS AND INSTALLS WITH OTHER APPS AND GAMES

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• How do app promotion exchanges work?

• (Brief) hints and tips for maximising your clicks

and conversions

• (Quick) case study – “Driving Acquisition through

Cross Promotion – How One App Succeeded…”

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Advertisers buy installs direct

from network publishers.

Publishers earn revenue from

advertisers for providing the

installs.

Publishers withdraw their

earnings or exchange them

for more installs.

1. No budget allocation needed

2. No financial transactions so no

commission paid

3. Aggregate traffic from a series of

apps over time into a burst

campaign

4. Create clusters/direct deals to

exchange installs with selected

partners

5. Can also be used as a “normal”

UA or ad sales platform

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In-game ads are a sacrifice players are willing to put up

with to play a game or use an app for free.

If done well, they’re not

adverts

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Data source: AppFlood banner performance: March 21st -

March 28th 2013

1. Everyone hates banners.

2. They take up screen real estate

limiting what you can actually see

in your game.

3. They're distracting, annoying and

more often than not they'll get in

the way of whatever you're

actually trying to do.

4. They're almost never clicked on.

App users become frustrated and

in the end you barely make any

money from them.

5. Fat thumbed gamers that do click

on then have usually done so by

accident.

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1. The best performing ad

format on AppFlood.

2. This leads to some rather

nice average CTRs between

15 to 20%.

3. In the case of this particular

ad format installs averaged 1

for every 3.5 clicks.

Data source: AppFlood banner performance: March 21st -

March 28th 2013

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While some ad formats generally perform badly all round, some ad formats

lend themselves for particular app types.

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1. Everyone hates loves the Marketing guy don't

they?

2. Everyone's under pressure to make an

impression and you'll see plenty of sites out their

promising eCPMs over $30, in some cases even

over $100!

3. While eCPMs over $30 is certainly possible in

some cases, the volume of impressions is

usually so low that it's not even worth

mentioning.

A typical ad network will take a minimum of 40% cut. With some apps

earning millions of dollars every month, wouldn't you rather keep all the

revenue to yourself?

A few options to avoid

commissions:

•Direct deals.

•Cluster Deals.

•Commission-free network.

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Not all networks are the same and you could find eCPMs vary greatly

from network to network.

Connecting to one network means you'll only ever be tied to the best

performance of that network.

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If the ad network you go through is transparent and lets you see which

apps are providing you traffic plus the performance on those individual

apps, you'll find some apps perform better than others.

It sounds

too simple

to work but

it does.

• Think recommendations. Not ads

• Everyone's a loser with banner ads. Ditch them

• We love app lists. Average eCPMs over $4.50

• Choose networks that make realistic claims

• Cut out any middleman fees

• Reduce the number of redirects ads go through before they're

served in your app

• Mix and match the right ad formats for your App

• Connect to multiple networks and focus on best performers

• Block poorly performing apps

• Simply ask for better terms

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Exchanger Success Story

Dragon Kingdom Goal: Accelerate user adoption through install exchange.

37,000 free installs

Timeline: from

signup to free users

in 72 hours

385% DAU increase

chrishanage@papayamobile.com

@chrishanage @PapayaMobile

:

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iphone screen

Ads triggers when press any

button at the homepage.

AppFlood ads displays when

press back button.

Candy star

1,000,000 - 5,000,000

downloads in Google Play

AppFlood ads displays when

level up.