The Challenge: Mobile Advertising

To Who, What Formats, and don’t forget, TIMING

Patrick Pettay

COMPARE MONETISATION OPTIONS

Display

Incentivised

Freemium

Model How What

Advertising

Incentivised / Offer Walls

In-app purchases

Access more features

Get more lives

Access more levels, etc.

Download apps = get credits

Banners

Rich media

Video

Native

Click on ad = get goods

AD FORMATS MONETIZE DIFFERENTLY

Video

CPM

Fill rate

< $1 $5 - $15

High Low

Global High US centric

Interstitial

$2 - $5

Medium

Medium

Banner

Native Ads are Growing

.. SO IS MOBILE VIDEO

15 second shorts are the most popular

MOBILE ADVERTISING SUPPLY SIDE PLAYERS

Selection criteria

• Good self service platform• Good client services function• Average CPMs• Global fill rates• Support for RTB• Support for mediation• Open SDK• Video supported• Native supported• Interstitials supported• “Postitial” supported

GENERAL BEST PRACTICESDISPLAY ADVERTISING

Timing

Formats

Creative

Testing

Before App Session During App Session End Of App Session

TIMING IS KEY

• Interruption with ad = bad user experience

• User must be in right frame of mind • Serve ads during natural breaks

ABOUT IQZONE

Thank You

• Patrick Pettay• patrickpettay@iqzone.

com• Iqzone.com/Blog