Imran Khan, Nexage
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Transcript of Imran Khan, Nexage
How to Maximize Revenue and Lifetime ValueWINTER NIGHTSFebruary 7th, 2014
Nexage is the leading premium mobile exchange
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THE PREMIUM MOBILE EXCHANGE
o Monetizing 35B impressions per month – growing 12% per month
o 400M unique users (“reach”)o 25% of revenue through private
exchange
What is Programmatic Advertising/ Media?
The use of technology to automate
the buying and selling of media
Examples of programmatic markets
Programmatic will trade place with non-programmatic
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0%
20%
40%
60%
80%
100%
2012 2013 2014 2015 2016 2017
Programmatic GuaranteedRTBNon-Programmatic
32%
47%
Share of Spend in Mobile Advertising (WW)
90% 89%
eMarketer, December 2013 and Nexage Analysis
Mobile gaming is as much a cultural phenomenon as it is a market phenomenon
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…but the game is changing
But the market is changing
o The pace of download growth is decreasing
o Cost of acquiring is rising
o The % of customers paying for games or buying virtual goods is relatively flat
o The level of inactive users is increasing
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Game developers must now also focus on increasing revenue from existing users
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Customer lifetime value (LTV) measures the customer’s value over the life of the game or title
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o Maximize the number of active users …AND…
o Maximize the revenue per active user
Breaking down your customer base
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Active Users
Inactive Users
In-App Purchasers
Total Acquired
Customers
~5%
Paid Games ~5%
Non-revenue generating
Breaking down your customer base
Reduce
Re-engage
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Active Users
Inactive Users
In-App Purchasers
Paid Games
Grow
Keep happy
Optimize revenue
Grow
Keep happy
Maximize revenue
Total Acquired
Customers
Increasing LTV for your app
o Look-alikes
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Re-engage non-active
users
Monetize low/no-revenue
users
Extend customers
Acquire active users
o Re-engagement ads
o Promotions
o Strong demand
o Ad quality
o Brand Advertisers
o Relevance
o Cross-promotion
Acquire look-alikes
o Avoid low-cost strategy – it costs too much
o Identify high LTV customer profile
o Target, target, target
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Re-engage inactive or stalled customers
o Mine your own data
o Re-engagement ads
o Promotions
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…and seize on accelerating brand spend
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THE PREMIUM MOBILE EXCHANGE
225+ buyers
Maximize (brand safe) demand
Ensure ad quality
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PREVENTATIVE
Brand Controls
Channel Conflict
Brand Conflict
Bad Ads
PROACTIVE
Creative Verification
RESPONSIVE
Ad Screening
BLOCK
TRANSPARENT
Malware Protection
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Enhanced user experience
Brand Advertiser + Relevance
Cross-promote
o Mine your own data
o Create advocates
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The game is changing
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…stack the deck in your favor