Google Confidential and Proprietary

More Revenue and Create a Great User Experience with AdMob

Dmitriy Lamonov, Google

Confidential + Proprietary

How do developers monetise today?

Source: Developer Economics research by VisionMobile, April 2015

Advertising Pay-per-download Consumableapp-purchases

Subscription eCommerce

47%29%

24%

16%6%

Confidential + ProprietarySource: VisionMobile, App Economy Forecasts 2014–17, December 2014

Value of in-app advertising market by 2017

Confidential + Proprietary

apps use AdMobto monetizeeach month

1Mpaid to app

developers in thelast 3 years

$1B+

Google Confidential and Proprietary

AdMob is used by more apps to monetize thanany other platform

Google Internal, Dec 2015

ad requestseach month

300B

Confidential + Proprietary

You don’t have to commit

$2.75

$2.25

$1.75

$1.25

$0.75

$0.25

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

$3.25

Different networks perform differently

Confidential + Proprietary

AdMob mediates more than 40 ad networks

25 402014 2016

Confidential + Proprietary

SDK-less mediation

SDK

SDK-less

Ad network B

Serve third party demand without having to update app with additional adaptors and SDKs

Ad network A

Confidential + Proprietary

Mediation for all major formats

Banner Video Interstitial Reward based

NEW

Confidential + Proprietary

Rewarded mediation: major demand sources supported

Confidential + Proprietary

Publishers love it!

“AdMob Rewarded Mediation has been running very smoothly and effectively since we launched it. On top of a complete management of the reward mechanics within the tool, it offers dynamic allocation of each ad request to the highest paying network.”

– Baptiste Chardon, Monetization Manager, Ubisoft

Confidential + Proprietary

Evolution of ad formats in apps

InterstitialsBanners

Confidential + Proprietary

Evolution of ad formats in apps

InterstitialsBanners Native RewardedVideo

Confidential + Proprietary

Native ads enablebetter, more effective adexperiences by adapting ads to the look and feel of publisher properties

Native Ads

Confidential + Proprietary

Native ads revenue forecast to grow 2.6X by 2018

BI Intelligence estimates, Interactive Advertising Bureau, March 2015

2014E 2015E 2016E 2017E 2018E

$7.9B

$10.7B

$13.9B

$17.3B

$21B$21Bforecast for 2018

Confidential + Proprietary

But why is it valuable?

Confidential + Proprietary

Better for users

Confidential + Proprietary

Proprietary + Confidential

+16%higher LTV

$

$$

$

$

Better for advertisers

Confidential + Proprietary

Proprietary + Confidential

3xhigher CPMs

Better for publishers

Confidential + Proprietary

Happy Elements saw a 6X CPM increase with AdMob native ads

Prompt to show ad Native ad displayed

Confidential & Proprietary

Introducing Native Ads Express

Confidential & Proprietary

Last, but not least

● There is no one right ad monetization answer for

every developer

● Filter BS - ad network’s own demand do matters

● Try, test, check, analyze - have your model

● Longer mediation chain is not the perfect solution

Confidential + Proprietary

Thank you

2016