Podcast: How MoPub can drive more revenue

Monday, June 08, 2015
By: Kristiina Kansen

John Egan and Alice Pang offer tips and a case study. Listen in!

Want to know how you can drive more mobile ad revenue? Listen to the latest podcast from Appmasters.co.

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Our own John Egan (Head of Channel Partnerships) and Alice Pang (Developer Advocate) talk about why having competition for your ad space is crucial to earning more ad revenue. You’ll also hear the story of how one game app drove 3x more revenue just by showing their ad in a different spot in the game action.

Show Notes from AppMasters.co

Driving More Mobile Ad Revenue

Our guests’ advice is to use the banner ad approach. This is a better approach because it does not refresh every time the user navigates to a new page. The singleton approach creates a consistent ad placement that refreshes at a predefined cadence such as every 60 seconds.

Why having competition for your ad space helps you

The concept of competition for ad space is best explained by an analogy. On eBay, an item with several people bidding will naturally drive up bids – and chances are, the closing price is much higher as a result. What MoPub does is to make it easier for publishers to benefit from competition by enabling multiple demand partners to bid on ad inventory. Bidders can see the competition for desired ad spaces in certain online apps. If there’s more competition, the bids increase, as there is only so much ad space available. Ergo, competition among publishers is a good thing. And there should also be several networks so publishers can understand the desirability of one over another.

Driving revenue by showing ads in different places

Publishers in the gaming environment usually have full-screen ads, so the idea is to find the moment in the game which is the optimal pause point to place an ad.  If you do this in the wrong moment and use the wrong trigger, it can be counterproductive. A case in point: an app in which an ad was placed after “Game Over” and another on the “Replay” button. As most gamers know, “Game Over” is that pause in the action where we regroup; it’s a real pause in the game. By contrast, “Replay” is what we click to go back to the game immediately – a really bad time to present an ad. As data proved, the ad appearing after “Game Over” had 3x revenue compared to the “Replay” button ad. The takeaway: anticipate the user’s intent and put ads where the user can be more receptive to them.

Advice to those looking to monetize an app through ads

Do not add to the user’s frustration, instead, respect the user’s experience.

Want more?

Earlier this year Appmasters released a podcast about Fabric , Twitter’s mobile development platform. MoPub is available through Fabric’s tool set. To learn more, listen to their podcast Getting Started with Twitter’s Mobile Development Platform Fabric .

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