App Monetization Insights: What�s an Ad Network and How Can It Help My App Business?

For this week�s �App Monetization Insights� post, we�d like to share an excerpt from AdMob�s newest eBook, The No-nonsense Guide to In-app Ads (download it here). This guide is designed to provide a practical introduction to in-app advertising for developers exploring ads for the first time. The excerpt we�re sharing today covers how an ad network works and how it can help your app business. Enjoy!

Ad networks do the hard work of bringing together the parties that participate in online advertising, making it simpler for everyone involved to succeed. They build relationships with businesses looking to advertise and apps looking to make money by selling ads. Through an ad network, advertisers can get access to lots of different inventory in apps at scale. And, they also help app developers find advertisers quickly. You can spend less time marketing your advertising space and more time focused on creating the best app for your users.

Take a look at this simplified illustration showing how an ad network works:

And voila! Your app generated revenue from ads. All of this happens very quickly, usually in less than a second.

It�s important to remember that not all ad networks are the same. Some networks focus on price and getting an ad in front of as many people as possible. Others care more about the quality of their advertisers. Some include extra features to help you with other parts of your business. Others keep their SDK as lightweight and easy to implement as possible. There are a lot of options and a lot of factors to consider.

How do you choose the right ad network for your app? In the next chapter, we�ll explore this question in depth.

If you enjoyed this chapter, be sure to download the entire guide here. For more tips on app monetization, be sure to stay connected on all things AdMob by following our Twitter, LinkedIn and Google+ pages.

Posted by Joe Salisbury, Product Specialist, AdMob

[New eBook] Download The No-Nonsense Guide to In-App Ads

A clear trend is emerging in the world of smartphones � people want free apps. According to a study by Juniper Research, barely 1% of apps are now paid for at the point of download.1

While demand for free apps continues to increase, app developers are answering a very important question, �what�s the best way to publish my app for free while sustainably funding my business?�

In-app ads are a reliable solution that is set to grow 3.2X between 2014-18. 2

Many of the world�s most popular apps rely heavily on in-app advertising to earn income. Apps like PicsArts and Trivia Crack each have hundreds of millions of downloads and use advertising as a revenue source. In-app ads are evolving and there are many options for developers to utilize which provide great experiences for users.

So, how do you get started with ads?

To answer this, we�re launching a new ebook called �The No-Nonsense Guide to In-App Ads�, the latest in our No-nonsense series. This guide is designed to provide a comprehensive overview of in-app advertising for those new to the opportunity. We�ll walk you through how digital ads can be included into your app strategy and what�s the best way for you to get started.

In the eBook, you�ll learn:

• Foundational advertising concepts like eCPM, Fill Rate, Demand, and Inventory.
• A simple overview of how businesses make money from advertising. 
• How Pay Per Click advertising works.
• A basic explanation of ad networks and how they can help you monetize your app.
• How to choose the right ad network for your app.

Download a free copy here.

For more tips on app monetization, be sure to stay connected on all things AdMob by following our Twitter, LinkedIn and Google+ pages.

Posted by Joe Salisbury, Product Specialist, AdMob

1 - Juniper, April 2015 and Juniper website, The App Landscape Today, Feb 2015

2 - App Annie/IDC, April 2015, Mobile App Advertising and Monetization Trends 2013-2018

Introducing new interactive ads to drive app installs

Cross-posted from the Inside AdWords blog.

We�re launching two new immersive ad formats to help advertisers drive app installs. As an AdMob developer you may start to see these new formats appear in your apps. If you opt into �Image� as an �ad type� in your account, you�ll be eligible to show the Interactive Interstitial format, and if you opt into �Text,� your app can begin to serve the Trial Run format. At this time, Interactive Interstitials show on Android and iOS apps, and Trial Run Ads show on Android apps only.

Developers are constantly looking for new ways to bring users to their apps. But because people�s attention on mobile is becoming shorter and more intent-rich, finding engaged users of your app is an ongoing challenge � both before and after an install. In fact, we found that one in four installed apps is never even used. We�ve focused our efforts on offering developers advertising tools that engage users and showcase an app at its best. We recently redesigned one of our in-app ad formats, and are building on our desire to create beautiful app ad experiences. That�s why today we�re introducing two new rich, immersive ad formats to our growing suite of creative app install solutions.

Play a game within an ad with Trial Run Ads
Trial Run Ads are an app ad format that lets a user play a game for up to 60 seconds by streaming content from the app before downloading. The immersive demo increases the likelihood that an install is coming from someone who enjoys playing the game. Users get a taste of the game before going through the download process,  and the app developer attracts better qualified users who�ve chosen the game based on their experiences in the app.

Trial Run Ads provide:

• Ultra-immersive and delightful ads designed for games
• The opportunity for gamers to trial before download 
• More relevant ad clicks, app downloads, and pre-qualified app users

Cookie Jam's Trial Run Ad

Get ultra-creative with customized mobile ads
We�re also launching a beta for Interactive Interstitial ads, which are HTML5 ads that offer a completely customized user experience tailored to each advertiser's app. They give advertisers creative freedom to use HTML5 instead of standard templates and pull in data dynamically. Diversity potential is high with this format and it's not limited to just gaming apps. Interactive Interstitials offer a truly custom experience that can include your app�s value proposition and the functionalities you want to highlight, all painted in your personal branding strategy. This is particularly valuable for advertisers who are looking for higher user engagement in installers.

Interactive Interstitials provide:

• A beautiful and flexible canvas for the advertiser to become truly creative
• Unique testing and optimization capabilities
• The opportunity to bring a piece of the app experience to the user before download
• Unique brand building possibilities

Marketers are already taking advantage of these engaging ads to drive app installs. Zalora built a an ad that allowed users to swipe to discover an exclusive offer.

Zalora's Interactive Interstitial allows users to use a finger to
swipe a screen to discover a special promotion.

Customization can be as big or small as you want � from adjusting standard templates to developing a fully custom creative. Marketers can also use their live app content to create compelling, real time ad formats. With more control over layout and interaction, you can A/B test creatives and try various CTAs to increase conversions. Rather than just telling a user about your app, you can offer them an experience unique to your app that inspires them to want to spend time with your app.

Advertisers can use Interactive Interstitials to showcase their latest product offerings through galleries, highlight elements of their personal branding, and to more powerfully demonstrate the value of their app before someone installs.

Zalora showcases a gallery of products that users can
swipe through in its Interactive Interstitial ad.

We understand that experiences on mobile need to be made for mobile, and an ad is no different. We�re continually exploring new and better ways to build out interactive formats for the small screen.

Trial Run Ads and Interactive Interstitials are currently in beta and available to a limited set of advertisers. Reach out to your account manager if you are interested in joining the betas.

Posted by Sissie Hsiao, Director of Product, 
Display and Pasha Nahass, Product Manager, Display

Charge your game monetization with a winning combination of in-app purchases and ads

Predictions estimate that by 2017, 94.5% of app downloads will be free [1]. As a developer, you are probably juggling creating great content for your game and finding ways to monetize it. It�s important to develop a robust monetization model that takes into consideration the spending preferences of all users. That�s why today we are unveiling a new white paper with insights and ideas on building effective monetization models: A Winning Combination - How using in-app purchases and ads together can maximize mobile game revenue.

Today, in-app ads and freemium (free download with IAPs*) fuel the growth of mobile app revenue, growing at 71% and 72% respectively from 2013 to 2014 [2]. Through an analysis of over 10,000 top Android apps, we found that for games, using IAP and ads together can potentially generate 117% more revenue than just IAPs alone.

However, a hybrid approach is more than simply bundling ads and IAPs together; it�s about targeting the right users at the right time with the right monetization opportunity. The goal of our white paper is to help you accomplish that easily and effectively.

In this white paper, you will learn the following:

• What an effective hybrid monetization model looks like and the benefits it can deliver;
• The principles and frameworks for building an effective hybrid monetization strategy;
• Best practices from developers around the world.

You can download the white paper here. Find out what AdMob�s IAP solution can do to help you build a strong hybrid monetization model.

We�d love to hear what you think of the white paper. Please share with us on Twitter and Google+ what other tips you have in building a strong hybrid monetization strategy.

Sean Meng
AdMob Product Marketing

* In-app purchases

[1] - Gartner: http://www.gartner.com/newsroom/id/2648515

[2] - IDC/App Annie: Mobile App Advertising and Monetization Trends 2013-2018

Beautiful New Designs for Full-Screen In-App Ads

Nearly 60% of smartphone users expect their favorite apps to look visually appealing. We�ve always believed that in-app ads can enhance an app�s overall experience by being well designed. So today we�re announcing a completely new look for our interstitial in-app ad formats - also known as full-screen ads - that run on apps in the AdMob network and DoubleClick Ad Exchange.

Inspired by Material Design, the new app install interstitial comes with a beautiful cover photo, a round install button, and matching color schemes. Technology called �color extraction� makes the ads more consistent with the brand's look and feel -- we extract a dominant color either from the cover photo or app icon and apply it to the footer and install button. We found that having a greater variety of designs and colors can improve conversion rate.

Other features include the app�s rating, and a screenshot gallery which appears when a user taps �More images�, so users can learn more about the app without leaving the ad.

The previous design of our app install ads on the left, and our new version on the right.

Different examples of color matching.             

Our app install formats have driven more than a billion downloads across Android and iOS. You can use these new designs automatically when you run a mobile app install campaign on the AdMob network in AdWords. That�s right, no extra work required!

Next, our new text-based ads are easier to read, and contain a larger headline and a round call-to-action button that clicks through to a website.

              

On the left, the previous text ad interstitial design, and the new version on the right. 

As with other ad format innovations, our ads UI team test multiple designs - ten in this case over the course of a year - to find final versions that increase clicks and conversions for advertisers, and a positive experience for users. Both app install and text ad formats appear within the app and can be closed easily, so users can return to what they were doing with a single tap.

As we announced at Google I/O this year, the volume of interstitial impressions has more than doubled across AdMob since last July, so now�s a great time to get your business in front of more app users.

If you�re a developer looking to learn more about earning with in-app interstitial ads in your app, visit AdMob now. These new designs will also be available to developers monetizing their apps with DoubleClick Ad Exchange.















Posted by Pasha Nahass, Product Manager

____________________________

1) Mobile App Marketing Insights: How Consumers Really Find and Use Your Apps, Google & Ipsos Media CT, May 2015

8 Things You Didn�t Know About AdMob

We�re constantly improving our platform and want to keep you in the loop. Here are 8 things you might not have known about AdMob.

1. AdMob is more than a banner only network.

AdMob taps into Google�s massive advertising inventory, which includes a variety of formats and also enables us to offer really high fill rates. Competitive CPMs combined with really high fill rates is a strong recipe for long term earning potential.

2. Implementing AdMob won�t slow down your Android app.

AdMob�s SDK is integrated into Google Play services�if you�re in the Play Store, you�ve already integrated the AdMob SDK. Further, there are several simple ways to decrease Google Play services� impact on APK size.

3. There�s a clever way to make sure interstitial ads load instantly for users.

We allow, and highly recommend, preloading of interstitial ads right when a user logs in. It�s an interstitials best practice. If implemented right, there isn�t latency at all.

4. Google Analytics is integrated into AdMob and works for more than websites.

Google Mobile App Analytics has been entirely re-imagined for mobile development. We measure what matters most at all key stages: from first discovery and download to in-app purchases. Best yet, Google Analytics is now fully available in AdMob.

5. AdMob works across all major platforms.

AdMob works for Android, iOS, and Windows Phone. Great examples of succesful cross-platform AdMob users include Dictionary.com and photo sharing app, Picsart.

6. You can update CPMs automatically with AdMob.

AdMob�s Network Optimization feature allows you to automatically update CPMs, helping you easily maximize revenue. This feature continually retrieves the freshest CPMs from each ad network based on historical performance and dynamically reorders them in your mediation stack. This ensures that the ad network with the highest CPM is served.

7. You can mediate on AdMob.

AdMob is a comprehensive mediation platform, supporting mediation of dozens of the top networks in the world.

8. House ad campaigns are free.

You can run as many house ads as you�d like for free. You can read more here about how Japanese game developer, Colopl, has been very successful using interstitial house ads to promote in-app purchases.

Go here to learn more about all that AdMob can do to help you grow your business and stay connected on all things AdMob following our Google+ page.

Posted by the Google AdMob Team