Billion ads high Photo: How to get a good income in mobile advertising

Billion moving advertising media senior VP High Photo

News and information from December 20, 2012 to 21st, the 2012 mobile Games Conference was held in Chengdu, Sichuan Investment International Hotel. With the theme of "taking stock 2012 • Outlook 2013 Bloom and Prosperity", this conference focuses on the strategic layout of mobile games with a focus on mobile game bloom and change. Billion move advertising media senior VP High Photo delivered keynote speech.

Gao Zhao said that more and more people are not only the mobile phone as a second device, but in their leisure time to find information for entertainment.

The following is a transcript of the speech:

Gao Zhao: Everyone good afternoon, just before a few big old people gave a very wonderful speech we also see you all share a lot of, it is from how to improve the ARPU value in the game and so on, these basically in our summary is the direct user carries on the charge, actually I believe the industry has heard another kind of charge way, Is the latter charge, that is, not directly to the user fees, but through advertising or sponsorship and other ways to get the game revenue, I want to share with you today, is how to better access to the mobile ads in the revenue, which data, what can be worth improving the place.

Before I start this ppt, I would like to ask you what are the direct game developers here, quite a lot, I would like to ask you who have tried to get revenue through advertising? Some。 I would like to ask you through advertising revenue, which can be profitable through advertising, to achieve break-even? As if everyone is shy. This may also reflect a status quo, the current light on advertising is difficult to directly obtain a large amount of income, which can improve the space, we hope that the following data analysis and discussion.

This is Dcci, is the previous developer of a profit model analysis, this is a broad developer, not just mobile game developers, advertising mode is still the vast majority of developers are willing to go to common sense revenue model, but as we have just raised their hands, we have a good partner, Angry Birds, I believe you have played its game, it is an Android version of the advertising revenue is already millions of dollars in weight, but Angry Birds only one, not all people are angry Birds, more people what is the situation, this is dcci about the developer income status of the survey, In fact, we see that as a high income, through mobile advertising can get very high income is still very rare, most of the people's Congress income is still relatively low level. Then there are some things we can improve and improve, we do not seek skyrocketing, but always hope to say that their ranking to the front a little bit. Skyrocketing

In this we are through five aspects, is 5 to analyze, first how to do mobile advertising, this is the most common form of mobile advertising platform, you see above, as a game application developers, is usually directly involved in mobile advertising platform, and mobile advertising platform through the SDK is the way to intervene, Mobile ad platform through the embedded SDK to put these ads into the application, when there are users watching or users click, there are different ways, advertising platform to get revenue, advertising platform to share revenue and users, so our most common types of income is the industry said CPC, CPM, CPA Five, CPC is to get revenue per click, CPM is to show, as long as there are users to see the charges, these are in some interactive more strong advertising form, the CPA is purely the effect of the model to charge, this is our summary of the mobile advertising revenue, if it is Pay-per-click, Usually everyone sees the request multiplied by the fill rate multiplied by the CTR to the price of CPC, is the final revenue, CPM income is the request to fill the rate, because it only shows that even if the different parameters are determined by different factors, the main 5 parameters, the first request is usually determined by the developer, How large is the developer's base of application, what kind of refresh frequency, what the display to decide, there is through advertising platform technology and product optimization to achieve better results, there is better income, this point on the advertising platform and developers are on the side, we all hope that everyone will show a higher income per thousand, Advertising platform will also improve with everyone. So we often hear that some developers just say, how much I click per unit price and so on, in fact, we would like to say that you can write down this, in fact, the revenue is not only to see a unit price, it also depends on a number of other factors.

This is on our platform, as a commonly used part of directional delivery, in addition to the common people in accordance with geographical, temporal orientation, there is a unique mobile phone price, mobile phone characteristics of orientation, these are dependent on our operational experience and a large number of data analysis, through these are the hope that we can put more accurate ads.

Next we're going to look at some of the forms of advertising, this summed up the most common several, such as the left of this variable bar, this is the most common, in fact, is often a lot of people ignore some forms, the right is full screen ads, Full-screen ads usually appear in the application to start the place, this is attached to the media ads, This is an ad that includes banner, which has become an accepted standard for interactive advertising on mobile phones, itself billion move is also the first launch of advertising platform, this is food advertising, this is the Lexus new car ads, this is a number of billing forms, there will be a better user experience, this is the form of Hyun-move, It has a larger display space, usually after the user fires, there may be full screen space to complete the interaction, this is actually a new Adidas boots, and then you can go around to find some stores, then this is the McDonald's ads, the French fries on the ketchup to be able to see some other things, this has much to play space. This is the form of an inset that we're going to launch right now, it includes a nearly full-screen form, and a half-screen form, which is often seen in the switch, which is something we often see on the phone, some of the standard forms of advertising that we often see on our phones. For example, notify people push ads, or the application of the wall of the push ads, this we will be in the future of some of the data to share, this is our current main push of the form of advertising.

These forms of advertising, but in terms of banner, it itself if it is a picture or text, it is not very different, more differences in the creative itself, but the full screen and inserts no matter what kind of charge, its click rate itself is banner many times, It's possible for our developers to take some form of full-screen or inset forms, in the case of the user experience, this is the so-called version optimization, the following three banner is actually the same advertiser, but we tell the different demands, these three banner in the same advertising campaign , our system will be optimized dynamically, and the result of this optimization is to get more exposure to the ideas of these more popular advertisers, and the corresponding developer's revenue will be increased faster.

When is the best time to display advertising, where is the best to display ads? This is where we put all the data on a seven-day row a week, Monday to Sunday, this does not represent absolute value, only in Monday as a full base, you see the utility of the search class, its weekend traffic is much higher than the weekday, the electronic information is relatively stable, and there is a data, We observe the level of user usage, we also do a monthly observation, what we're seeing is that the monthly head of each month is a peak, and that's right, but there's actually a very strange thing about the end of the month, which is actually because at the end of the day everyone notices our flow and the rest, So many people at the month don't want to be cheap operators, will focus on doing some consumption. This is the end of the month. We put the time of day into 24 hours, we see the Life information class, this is the more obvious peak, is in the commuting time, in addition, we also see the game software he online, in fact, after work time he still has a more obvious flow promotion, This is also in line with what Eric's colleagues have been sharing in the morning, that more and more people, not just the mobile phone as a second device, in his leisure time, his mobile phone as his leisure time, whether it is to find information, or the main equipment of life entertainment, even after work. So this is the time we collected for the weekend, in addition to the life information class, we see the game class and the use of navigation class has a noticeable rise, this is the user clicks the time, the following diagram may not see, I said directly, is the application download class and game class of the spread effect of the weekend to me a lot better, Because the weekend users have more time to try something new did not try, this from the time, the morning of this click rate is relatively high, and commuting time is the whole click of the peak period, this is basically still with everyone before the view is close.

What application, the effect of this ad is the best, it is estimated that the game developers here, the game effect is the best, of course there are some other types, but we can see, basically for any type of advertising, he in the game, regardless of the click Rate, or conversion efficiency is very good, But there are other, such as chain-type, fast-selling ads, in the Life of information education class transformation effect is also good, then we just said there are many many forms of advertising, we have different forms of advertising have different placement of advertising, these are common advertising bit, we will recommend that without affecting the user experience, As far as possible to put this ad bit up, whether we are on the same application, is banner placed above or below, the same advertising conversion rate is twice times the difference. For this full-screen class, we recommend that you use the startup time because usually an application to start, there will be 3-5 seconds of initialization time, this time a lot of people are showing their own logo, if the display of advertising, this will be billed according to the display force, this effect will be very good, but also very applicable form, Finally, let's talk about the inserts of the ads, this does not affect any text, but can put some inserts ads. Here are a few things that we don't recommend that will affect the user experience. For example, push the button on the ad and let the user click in a sympathetic way or in a variety of ways, some of this is a waste of advertisers money, we see that will be banned some of the behavior, because the time, I will speak later, this is believed that everyone will have some analysis, is the cell phone screen big, we see another trend , domestic mobile phones in the equipment we see is becoming more and more high, including millet, including domestic second-line brands, these are because of the large popularity of Android, fragmentation will be very obvious, so Samsung, Apple this category of equipment accounted for a decline. Another is the iphone, last year a lot of people talk about the iphone, through the iphone to get all kinds of revenue, this year not only the iphone has a lot of growth, Windows Phone is also fast up, we last year Windows Phone listing, we for Windows Phone has launched the SDK, the other is that we see the popularity of mobile phones, relatively if everyone from the user group, there is more in line with the situation, may develop some of the application of cock silk than the development of some high-end applications, the user will get more. This is what we see on the internet, China is still moving, the left is China Mobile, the remaining 6% and 1.8% respectively, Chinese telecom and Unicom, and many other ways through WiFi access, because of the time, most of the smartphone users are middle and high education of the crowd, the income is medium biased.

The last is an introduction to our company, billion moving advertising was founded in 06 in Shanghai, is currently the longest operating time, should receive the highest, the largest advertising companies, billion Smart road advertising network is its own network of light, we are the first to support Plug-ins in the development of 3D games you want to advertise, we have very good support. is also the exclusive support of the country. These are now on our platform, I believe that we are familiar with some of the common applications. In addition, we will have 3.0 version of the SDK online at the end of this month, in addition to the user experience, in addition to a number of other improvements, the most important thing is that we have to attach to the media to do more improvement, this is also in order to increase the income of everyone, I hope we will go to see our website, our website is smartmad.com, also hope that we add our Weibo.