Andreas Vourkos, COO at Pollfish Mobile App Monetization Mistakes and Tips

1. Mobile App Monetization
Tips & Mistakes
Lessons learned so far…

2. What we do?
Monetizing mobile apps with surveys
Drag & drop – 1 line of code
Less than 2min integration
One permission in manifest file

3. Monetizing mobile apps with surveys
No space in app’s UI (overlay)
Minimal intrusion
Users engage with the survey within the app
Users win gifts (Happy users)
Lives well with other ad networks
(supplementary source of revenue)
High payouts (up to 20x more than ads)
Insights panel
Learn about your users
Internal surveys
Talk to your users
Running on over 100,000,000 all over the worLD, We still learn every day…

4. Mobile App Monetization
Understanding how the ecosystem works
The two types of mobile app users
1) App users that are willing to pay (even 1 cent)
2) App users that are not willing to pay (anything ever)
The two different revenue models for an app
1) App user pays
2) Mobile Monetization Network pays

5. Mobile App Monetization
Several different models out there
Paid
Freemium
In-App Advertising
Paidmium
Dynamic

6. Mobile App Monetization
Identifying the right business model for an app is crucial for its success
“Freemium and In-App Advertising expand their massive lead over other app business models”
*App Annie IDC: Mobile Advertising and Monetization 2013 - 2018

7. Mobile App Monetization
Usage
Free trial
Functionality
User experience
Combination
Lots of freemium techniques out there

8. Mobile App Monetization
Banner Ads
Interstitial Ads
Video Ads
Offer walls
Native Ads
Surveys
Lock Screen Ads
Incentivized Ads
Plenty of Mobile Advertising models

9. Mobile App Monetization
Which ad format delivers the most revenue to developers?
Publishers making at least $100K per month from in-app advertising more frequently reported that video
ads or offer walls generated higher revenue volume than other ad formats
*Source: App Annie Survey March 2015 (n = 1642)

10. Mobile App Monetization
Revenue composition across different markets
One size does not fit all – Each market is different
*In-app advertising across all app stores; app store revenue across iOS App Store and Google Play
Source: App Annie IDC

11. Mobile App Monetization
64%of Android developers are below the “app poverty line” of $500per app per month
24%of developers interested in making money earn nothing at all
A further 23%make less than $100per app per month
*Developer Economics Q3 2014: State of the Developer Nation - VisionMobile

12. Developer Survey 2015
Survey participation:
5,000 mobile users from 132 countries.
Both Android and iOS users.
Survey language:
English, Greek, Spanish, Arabic, Polish
Survey time period:
13/2/15 – 17/2/15
Digging into the perceptions and preferences of mobile users

13. App Monetization Mistakes Tips #1
Do not try to monetize too soon. Bring excitement, engagement and then monetization
Not focusing on the on-boarding experience

14. We have seen that...
the bad way
Churn rate 82% 13% growth of UMAU
the good way

15. App Monetization Mistakes Tips #2
Plan a monetization strategy and integrate within your app’s flow
and UI design before building your app.

16. We have seen that...
the bad way
Completion rate 0.3%
IN 1 MONTH OUT OF GP
Completion rate 28.0%
the good way

17. App Monetization Mistakes Tips #3
Positioning, timing, frequency, variety and mood of the user when ad is shown - really matters!
Do not make them wait
Do not make them hit accidentally

18. We have seen that...
the bad way
Completion rate 0.1% Completion rate 22%
the good way

19. App Monetization Mistakes Tips #4
• User impatience can be monetized
• Thrive in exclusiveness and uniqueness
Monetize upon scarcity

20. We have seen that...
the bad way the good way

21. App Monetization Mistakes Tips #5
• Build a community
• Implement the right social components
• Monetize upon social competitiveness and acknowledgement
Make your app social

22. We have seen that...
the bad way the good way

23. App Monetization Mistakes Tips #6
Who are your users? How do they use your app? Monitor app and user behavior.

24. We have seen that...
the bad way
More women - new content
the good way

25. App Monetization Mistakes Tips #7
It’s not about downloads. It’s about users!
Launch on a selected target group. Invest in retention rather than acquisition

26. We have seen that...
the bad way the good way

27. App Monetization Mistakes Tips #8
Each platform is different.
Same as app store... Same as device… Same as user...

28. We have seen that...
focus on device focus on user

29. App Monetization Mistakes Tips #9
No app is dead. It is just abandoned.
Don’t be static and outdated. Evolve!

30. We have seen that...
the bad way the good way

31. App Monetization Mistakes Tips #10
Be patient.
Treat users as your clients.
A short session app can be monetized too.

32. We have seen that...
SHORT SESSION APP INVESTING IN THE LONG TERM

33. App Monetization Mistakes Tips #11
Diversify, target differently.
Combine formats.
Set revenue targets. Will make you focus to improve performance.

34. We have seen that...
the bad way the good way

35. App Monetization Mistakes Tips #12
Choose the right Ad Network.
Respect policies. Combine, use mediation.
Update to new SDK formats. User Experience.

36. We have seen that...
NETWORKS EVOLVE TOO, STAY UP TO DATE

37. Thank you.
andreas@pollfish.com
@vourkosa

38. Pollfish
developers survey
www.pollfish.com/infographic/developer
Survey participation:
5,000 mobile users from 132 countries.
Both Android and iOS users.
Survey language:
English, Greek, Spanish, Arabic, Polish
Survey time period:
13/2/15 – 17/2/15