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Ollie Clamp, VP of Global Monetisation Solutions, International, for mobile ad platform Millennial Media, discusses the strategies for successfully monetising mobile games
With tablets and smartphones chipping away at the established console market, a new breed of developer has emerged. This is an industry that was, arguably, only created in 2007 with the launch of Apple’s iPhone, yet now boasts more than one million apps in both the Apple App Store and Google Play store respectively. This is, however, a hugely competitive and noisy landscape. This is partly down to the simple fact that most apps are free. Despite this, there are many different models for developers to make money, whether that’s through in-app purchases or advertising. Having enabled more than 60,000 sites and apps with advertising, here are Millennial Media’s six golden rules to successful monetisation…
> 1: Market value pricing In order to establish your game’s true market value price, developers need to understand brands’ needs and objectives, matching advertisers to their consumers.
MONETISATION & PAYMENT
MOBILE GAMING’S SIX GOLDEN RULES TO SUCCESSFUL MONETISATION
Everyone has an expectation as to what their app is worth to advertisers. However, just because a game looks great it doesn’t mean that an advertiser will pay a premium. What they’re looking for is performance and metrics. The more you can tell advertisers about their audience, the more likely they are going to want to run their campaigns on your inventory. Working with a partner that can help understand your audience and its market value, and then match this audience to advertisers, will ensure you are offering the right inventory to the right advertisers at the right price.
> 2: Identify revenue streams The app economy is a global one, so establishing exactly what the key markets are for your content and matching an advertiser to that has never been more important. We find that a lot of developers’ traffic comes from all over the world. In EMEA and APAC, around half of all ad impressions come from regions outside of developers’ home territories. Therefore, developers need to be proactive in engaging international advertisers in their audiences’ core markets to drive the highest yield from their inventory.
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