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The Yin and Yang of Mobile Advertising презентация
Содержание
- 1. The Yin and Yang of Mobile Advertising
- 2. Piyush Shah VP, Products at InMobi
- 3. Yin & Yang – the right blend of Art & Science
- 4. Yin in Mobile is… Art… Emotion…
- 5. Yin in Mobile Gaming is… Designing for the ”right” user experience AND ‘protecting’ it
- 6. Yin in Mobile Gaming is also…. Being
- 7. Yang in Mobile is…
- 8. Yang in Mobile is… Leveraging these
- 9. Yang in Mobile Gaming Loves
- 10. How does this Yin
- 11. Art – Preserved user experience by monetizing
- 12. Western countries Eastern countries Holiday season
- 13. It has the nature of life, namely,
Слайд 2Piyush Shah
VP, Products at InMobi
InMobi
World’s largest independent mobile advertising platform
872
Funded by Softbank Japan, KPCB & Sherpalo Ventures
Work with top App developers, Brands & Commerce clients globally
18 Nov 2014
Слайд 6Yin in Mobile Gaming is also….
Being aware of the ‘Emotional roller
Слайд 7Yang in Mobile is…
Device
OS
Browser
Age
Gender
Ethnicity
City/Zip
Carrier
POI
Session Time
Engagements
User History
App ownership
Activity patterns
Moods/Emotions
In-app purchase behavior
Life time value
Understanding how your user context & data is a powerful ‘goldmine’
Слайд 8
Yang in Mobile is…
Leveraging these data signals & building Consumer profiles
Слайд 9Yang in Mobile Gaming
Loves casual games
Loves “Bubble burst” games
Loves “Endless runner”
Loves “Pattern matching” games
Building granular user profiles based on ‘underlying’ gaming concepts
Слайд 11Art – Preserved user experience by monetizing through InMobi’s Native Ads
Emotion – Blended different Ad experiences (Native Interstitial vs Video Ads vs Rewarded Video) with game; according to user’s emotions and ‘state of mind’.
Reduced user fatigue by frequency capping & Ad rotation - # of ads shown at a session, daily or lifetime level
Improved eCPM monetization by showing the most relevant ads (thru better targeting & prediction) based on overall consumer profile
Case study: Game Monetization – ‘Endless runner game’
Слайд 12
Western countries
Eastern countries
Holiday season
Rich media
Static ads
Targeted & optimized for the highest
Users with preference for related game genre – e.g. Survival, Fantasy, Strategy, Action games
Users that have shown high propensity to engage with similar ads thru lookalike targeting
Negatively target existiing users & non- downloaders; Retarget high LTV users
Dynamically changed bids based on LTV, creatives
Provided a compelling creative experience – ‘Ads that users love’
Seasons, Festivals, Global events
Time of day, place, 3G vs Wifi
Culturally, Localised
Case study: User Acquisition - Midcore game
Слайд 13 It has the nature of life, namely, to connect organically the polar
Lama Govinda
Parting thought…
Lets connect on Twitter!
I’m @shahbuckler
@InMobi
