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

  • 1.fragmentation & advertising

2. Chris Hanage General Manager of Papaya Europe, Chris is responsible for the growth of Papayas business across Europe, both with developers and publishers, and also with Papayas many strategic partners. 3. AppFlood is PapayaMobiles 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. 4. 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? 5. ?What does this mean in practice 6. there are more than 100 SDKs for advertising and its changing all the time 300250 200 150 100 50 0Data source: 7. fragmentation also affects devices and OS Q3 Revenue by Android version 4.3 Jelly Bean 4.2 Jelly Bean 4.1 Jelly Bean4.0.x Ice Cream Sandwich 3.2 Honeycomb 3.2 Honeycomb 3.1 Honeycomb 3.0 Honeycomb 2.3.x Gingerbread 2.2.x Froyo 2.1 Eclair 2.0.x Eclair 1.6 Donut 1.5 CupcakeJulyAugustSeptember 8. ?But is it a problem 9. is advertising SDK/API fragmentation a problem?64% 20%Data source: fragmentation survey by 10. ?Why 11. when asked about fragmentation, they said42%too many dashboards is the biggest problem28%multiple integrations is the biggest problem42%the biggest problem was a combination of both, plus a lack of tutorials and informationData source: fragmentation survey by 12. fragmentation is inevitable in a fast growing and dynamic market like mobile apps and its not going to change any time soon 13. So Deal With It! 14. however there are some best practice tips you can follow 15. connect to multiple networks and focus on best performersthere is no one-size-fits-all solution, so spread your risk 16. choose and test networks that make realistic claims 17. measure, measure and measurecompare, compare, compare 18. the more transparent a network, the more control you have over your spendwhere is your traffic really coming from? 19. refresh poor performing networks regularly 28% 40% 12% 20%Data source: fragmentation survey by 20. not all ad formats give the same performance but costs vary. Experiment! 21. most successful campaigns use a mix of ad formats 22. 6 tips to leave with 1. 2. 3. 4. 5. 6.try multiple networks and keep focus on the best choose networks that make realistic claims transparency gives you more control measure, measure and measure refresh poor performing networks regularly use a mix of ad formats 23. questions? [email protected] @chrishanage @PapayaMobile