"Bring home the bacon"

How to monetize your apps & mobile services

Jussi Luhtasela, Industry Manager (Technology), Google Finland

jussil@google.com

Agenda

1. The Mobile Consumer

2. Monetizing your mobile ideas

3. Promoting your mobile services

4. Opportunities for mobile developers

The time for mobile is now

1. The Mobile Consumer

Source: TNS 2012, www.ourmobileplanet.com

The more advanced devices Finnish consumers are using....

1. The Mobile Consumer

Source: Google

+138 % Growth of mobile queries Q1'2012 (YoY)

+101 % Average growth of mobile queries 2008-30.3.2012 (CAGR)

...more mobile searches they are doing

1. The Mobile Consumer

Source: Google

With mobile, you reach people when they are not at their computers

1. The Mobile Consumer

Source: Google, www.ourmobileplanet.com

Few more stats about mobile consumers...

Much more data about smartphone usage in Finland and other markets:www.ourmobileplanet.com

76% of phones sold in Finland in 2011 were smartphones

What do people do with their smartphones?

58% of use their smartphones in stores41% use their smartphone

while watching TV

24% have purchased something with their smartphone

39% of have done product searches on their phones

16% have changed their mind in store after doing an smartphone search

2. Monetizing your mobile ideas

1. Develop your killer idea:○ Bring functioning online service to mobile (examples: eat.fi,

reittiopas / Andropas etc.)○ new way of doing things, utilizing the specifics of mobile

(examples Shazam, Instagram, Layar etc.)○ Mobile specific (games, other utility apps) ○ and so forth....

2. Figure out your revenue model○ Subscription model ○ Free download - ad funded (Admob, other networks) - video

on next slide○ App-market purchase

i. one-timeii. multiple / purchase add-ons

3. Secure funding4. Promote your service

○ Earned media ○ Bought media

2. Monetizing your mobile ideas

3. Promoting your mobile services

Downloads for your app

Purchases / visits / subscriptions on your

mobile site Earned media

Traffic Traffic

Bought media

Mobile search advertising

Traffic Traffic

In-app advertising

Your social media presence

Your website / blogs

Reviews on app stores

Videos (reviews, demos etc.)

Mobile display advertising

Analyse results & continuous optimise across all media channels & ad-formats

3. Promoting your mobile services

The evolution of Mobile Search Ads

2012

3. Promoting your mobile services

Allow users to download your app after searching on Google

Click-to-download ads

Promote downloads of your app on Google Search. Users searching for relevant queries can be directed to your download your app in the iTunes App Store or Android Marketplace via Click-to-download ads. We will automatically find and display the app icon registered in the iTunes App Store or Android Marketplace!

Shortens conversion cycles by bringing searchers directly inside an appBeta: Mobile App Extension

A consumer can access their app from the search page, and visit the exact product page within an app

Users without the app are directed to the download page

From the ad, a user can be directed to a relevant page within an app

3. Promoting your mobile services

Ads on tablet devices

3. Promoting your mobile services

Create rich media ad experiences on search

Media ads for Tablets

Media Ads offer a new, immersive watch experience for movie, TV and gaming advertisers to showcase their latest trailers.

3. Promoting your mobile services

Offer Ads (beta) (CPC/CPM)

Click-to-call Location Extensions

(CPC/CPM)Click to Call

(CPC)

Hyperlocal(CPC/CPM)

Text /Display Ads(CPC/CPM)

Click to Download(CPC/CPM)

Mobile Display Ads

3. Promoting your mobile services

Admob - In-app advertising

App Promotion mCommerceDrive footfall to store

through mapsVideo & rich media

engagement

AdMob : What and Why?

● AdMob is one of the largest networks of mobile applications and sites in the world. It covers over 100,000 apps and sites globally, across 150 countries.

● AdMob presents advertisers with the opportunity to reach and interact with customers on the mobile web by placing ads within its network of apps and sites.

● AdMob offers a wide range of ad formats and targeting options, allowing businesses to target with specific types of consumers, and connect with them in an engaging way.

● AdMob could be used as part of a solution to a number of advertisers’ needs. Our top four recommended use cases for Admob are:

3. Promoting your mobile services

Admob - In-app advertising

Over 20 million Impressionsper day in the Nordics*

Over 2 billion Impressionsper day in 230 countries

Finland: 300k unique users

3. Promoting your mobile services

Targeting options

Country

Carrier

DeviceModel

Manufacturer

Platform

Traffic

Targeting parameters allow advertisers to target users based upon a number of factors

3. Promoting your mobile services

Admob - In-app advertising

3. Promoting your mobile services

● Consumer discovery is difficult● 500k+ apps in the Apple App

Store● 300k+ apps in the Android

Market● 90% of app discovery happens

through browsing top ranked apps● Your goal is to get your app ranked

high so consumers can find them● AdMob has executed 100s of

successful app promotion campaigns for both iOS and Android apps

Why AdMob for app promotion

3. Promoting your mobile services

Downloads for your app

Purchases / visits / subscriptions on your

mobile site Earned media

Traffic Traffic

Bought media

Mobile search advertising

Traffic Traffic

In-app advertising

Your social media presence

Your website / blogs

Reviews on app stores

Videos (reviews, demos etc.)

Mobile display advertising

Analyse results & continuous optimise across all media channels & ad-formats

3. Promoting your mobile services

4. Opportunities for mobile developers

1. Monetize your killer app / mobile web service 2. Help established brands in getting their offering mobile (as an

employee, contractor, freelancer...)○ Functional apps / services (banking, mCommerce, apps

supporting in-store mobile research etc.)○ Pure mobile services (Elisa Kirja, Fonecta Caller etc.)○ Mobile web-page development

3. Marketing & digital agencies need skills to develop marketing

apps / services ○ Examples: Fonecta's Ruisrock app, Elisa Kotikisa app,

World Design Capital app etc.)○ Create Admob rich media ads for agencies / advertisers

Good mobile website & app developers are truly needed in many areas:

Thanks

Jussi Luhtasela, Industry Manager (Technology), Google Finland

jussil@google.com

Find me @ Google+

Appendix 1. Admob formats

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spotlight showcasecallout features of your product with interactive spotlights

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spotlight showcasecallout features of your product with interactive spotlights

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allow consumers to rotate and visualize your product360° showcase

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360° showcaseallow consumers to rotate and visualize your product

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showcase multiple products in an interactive mannerswipable gallery

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showcase multiple products in an interactive mannerswipable gallery

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let consumers browse an interactive catalog of your productscatalog gallery

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let consumers browse an interactive catalog of your productscatalog gallery

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give consumers playful free-form interaction with productsscatter gallery

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give consumers playful free-form interaction with productsscatter gallery

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invite consumers to sort though an interactive stack of productsstack gallery

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invite consumers to sort though an interactive stack of productsstack gallery

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highlight your products across dynamic slideshow animationsslideshow

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highlight your products across dynamic slideshow animationsslideshow

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highlight your products across dynamic slideshow animationsslideshow banner

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highlight your products across dynamic slideshow animationsslideshow banner

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wrap your branding around Google Maps to drive foot traffic

locator ad with map

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wrap your branding around Google Maps to drive foot traffic

locator ad with map