Fragmentation & Advertising
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AppFlood's European GM Chris Hanage explores the mobile advertising SDK fragmentation challenge. While there are plenty of mobile ad networks for mobile advertisers and publishers to choose from, using these ad networks requires integrations with multiple mobile ad networks. Not surprisingly, according to a survey by AppFlood, developers agree that the SDK fragmentation is a problem.
Transcript of Fragmentation & Advertising
fragmentation & advertising
Chris Hanage
General Manager of Papaya Europe, Chris is responsible for the growth of Papaya’s business across Europe, both with developers and publishers, and also with Papaya’s many strategic partners.
AppFlood is PapayaMobile’s 100% transparent mobile advertising platform for buying, selling and exchanging mobile traffic. The network provides an unrivaled level of transparency and control so developers and advertisers gain the right insights for the most effective mobile strategy. To date it has been used by more than 7,000 Android and iOS developers.
what is the fragmentation challenge
• As F2P has become the preferred business model, advertising has become crucial for player acquisition. But with few common standards yet in place, fragmentation is an issue which is unlikely to go away any time soon
• The need to connect to multiple networks, analytics, tracking etc means that integration and reporting is a hidden cost in building and supporting your game
• Can developers and publishers effectively minimise the impact of fragmentation? What are the key things to consider when planning your acquisition strategy?
?
What does this mean in practice ?
there are more than 100 SDKs for advertising – and it’s changing all the time
Data source: http://mixrank.com/playstore/sdks
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fragmentation also affects devices and OS
1.5 Cupcake1.6 Donut 2.0.x Eclair2.1 Eclair
2.2.x Froyo2.3.x Gingerbread
3.0 Honeycomb3.1 Honeycomb3.2 Honeycomb3.2 Honeycomb
4.0.x Ice Cream Sandwich 4.1 Jelly Bean 4.2 Jelly Bean
4.3 Jelly Bean
Q3 Revenue by Android version
July August September
But is it a problem?
Data source: fragmentation survey by papayamobile.com
64%
20%
is advertising SDK/API fragmentation a problem?
Why?
when asked about fragmentation, they said…
42%
28%
42%
too many dashboards is the biggest problem
multiple integrations is the biggest problem
the biggest problem was a combination of both, plus a lack of tutorials and information
Data source: fragmentation survey by papayamobile.com
fragmentation is inevitable in a fast growing and dynamic market like mobile apps – and it’s not going to change any time soon
So Deal With It!
however there are some best practice tips you can follow…
connect to multiple networks and focus on best performers
there is no one-size-fits-all solution, so spread your risk
choose and test networks that make realistic claims
measure, measure and measure…
compare, compare, compare…
the more transparent a network, the more control you have over your spend
where is your traffic really coming from?
refresh poor performing networks regularly
Data source: fragmentation survey by papayamobile.com
28%
40%
20%
12%
not all ad formats give the same performance – but costs vary. Experiment!
most successful campaigns use a mix of ad formats
6 tips to leave with
1. try multiple networks and keep focus on the best2. choose networks that make realistic claims3. transparency gives you more control4. measure, measure and measure5. refresh poor performing networks regularly6. use a mix of ad formats
