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Top 5 Players in Mobile Advertisements

| Category: General    
   

One of the remarkable scopes of IT era is mobile applications falling next to web 2.0. Keeping mobile application development in mind, one of the worrisome points that underlie the mobile app development is the ROI- Return On Investment.

Knowing the price of everything and not knowing the value of nothing leads to minus ROI!
Me

Over the years of observing the mobile application development two things that boost up a better version of the application is- Sweat and Monetization.

Pulsing out this sensation, app monetization players started to swarm the mobile application industry with their guided principles of web 2.0.

This article will possible list out App monetization players in the industry who are merely waiting for you to think of monetizing as they themselves will look after the rest for you! Sounds simple right? Well, it’s not so much easy to get the real sense though!

As this article is focussed for universal readers, it is unfair to begin with intermediate concepts of app monetization rather this article will gently brush over digital ad monetization concepts when and where necessary.

Beginning with,

  1. When you decide to integrate app monetization platform in your application, decide upon the mobile platform or OS that you’re looking for.
  2. Make sure about the supported Ad Format.
  3. Get to thoroughly know about the “Monetization Model” being supported.
    1. CPC
    2. Cost per Click also called Pay per Click is an internet advertising model used to direct traffic to websites, in which advertisers pay the publisher (typically a website owner) when the ad is clicked. It is defined simply as “the amount spent to get an advertisement clicked – Source: Wikipedia

    3. CPM
    4. Cost per Mille (Mille: Thousand in Latin) is the “Cost per thousand advertising impressions” metric is calculated by dividing the cost of an advertising placement by the number of impressions (expressed in thousands) that it generates. – Source: Wikipedia

    5. CPA
    6. Cost per Action is an online advertising pricing model, where the advertiser pays for each specified action - this could include (but not limited too): an impression, click, form submit (e.g, contact request, newsletter sign up, registration etc), double opt-in or sale. – Source: Wikipedia

    7. CPI
    8. Cost per impression refers to the cost of internet marketing or email advertising campaigns where advertisers pay each time an ad is displayed. Specifically, it is the cost or expense incurred for marketing potential customers who view the advertisement(s) – Source: Wikipedia

    9. CPS
    10. Cost per Sale (or) Pay-per-sale refers to the model wherein the publisher or website owner is paid on the basis of the number of sales that are directly generated by an advertisement. It is a variant of the CPA model, where the advertiser pays the publisher and/or website owner in proportion to the number of actions committed by the readers or visitors to the website. – Source: Wikipedia

    11. Flat rate
    12. Fixed cost compensation means advertisers pay a fixed cost for delivery of ads online, usually over a specified time period, irrespective of the ad's visibility or users' response to it. – Source: Wikipedia

    13.  Hybrid

Any combination of above models is permissible if and only if the Ad provider supports them. Cross check with your Ad network provider for any clarifications. – Source: Me:-D

That sums up the basic lingo of online digital advertising system. Proceeding on, take a look at service providers who constitute top winning podium positions in our list!

  1. AdMob
  2. Being the child of the behemoth Google, AdMob should be the first advertising network for app developers to consider for monetization. What makes it a worthy platform here is probably not its brand, but its integration system a.k.a SDK (Software Development Kit) that helps you connect across famous platforms such as iOS, Android and the rising Windows Phone.

    Given the strong coding nature of Google, the SDK allows you to choose from a wide range of ad formats for both mobile devices and tablets, including standard banner ads, interstitial (full screen) ads, interactive ads and exclusive custom search ads. Integration is far less painful with AdMob, as the documentation is clean and complete with recommendations for best practices.

    However, tons of personal reports indicate that the eCPM or revenue on the AdMob is very low, and as usual, support is hard to reach. Apparently best integration does not mean maximum revenue, so you might want to try your luck with other reliable networks with dynamic monetization models such as CPI (Click Per Install).

  3. Millennial Media
  4. As the first mobile advertising network that furthered itself to an Initial Public Offering (IPO), Millennial Media clearly knows how to do business, and offers lots of grand deals for developers ranging from top mobile gaming companies to indie teams.

    The intelligence gathered from its many research probably makes Millennial Media a full-fledged self-service platform which not only offers publishing features, but advertising features that you could utilize to promote your apps.

    You can create a client campaign that lets advertisers compete for your inventory within the respective categories – date range, targeting, pacing and pricing – and all transactions are reported inside its systematic dashboard. Millennial Media is also the loyal supporter of Ad Network Mediation that grants you the ability to display advertisement from other advertising networks, such as AdMob.

    You can even allocate traffic across the networks by percentage, location, and ad revenue based on eCPM. The House Ads also helps you to cross-promote your lines of apps inside your own application. That said, it’s clear enough that Millennial Media is simply the best combination of advertisement and monetization for your app.

  5. Adfonic
  6. Adfonic cares not only about integration, it cares for the performance of your advertisement, with the promise of 95% average fill rates on both iOS and Android, and even up to 10x higher eCPMs with rich media advertisement. To achieve this, they are working directly with international agencies and brands such as Samsung, ESPN, BBS and Amazon Kindle to display their giant campaigns in your mobile app.

    Adfonic also supports AdMob mediation to ensure your fill rate is exploding, and your maximum revenue is guaranteed. Built with the mind of supporting giant advertisers and publishers, Adfonic offers Ad Serving API that lets you customize the type of ads you request and specific ways they will be returned, for example XML, JSON, URL encoded or raw HTML.

    You can even manage multiple accounts through a single platform, and access all publishers’ data through real-time reporting API and analytics dashboard. Though the flexibility is great, it could translate into lots of technical difficulties and confusion that may lead to possible revenue loss. Sometimes, less is more. Implement only what is necessary.

  7. Chartboost
  8. Standard mobile advertising networks are good, but when it comes to displaying ads on your game titles, they become hugely irrelevant due to the fact that the standard networks are targeting mass audiences with great variety of interests.

    Chartboost is the solution for game developers, as it’s a platform that’s dedicated to advertise gaming ads, with up-to-par integration and analytics technology.

    Chartboost offers lots of creative solutions that are bent on heavy promotion and they are all done in a professional sense. They also optimize your eCPM while advertisers increase their bids to pump out the revenue number you will really like to see. You only need 5 lines of codes to make Chartboost start working for you.

    The ads are mostly about downloading another new game, so it meets the interest of the audiences who are already playing games, and always seeking for the next fun factor.

  9. Tapjoy

In-App Purchasing has been a hot debate topic lately, with most mobile gamers arguing that they don’t want to pay repeatedly just to complete a game. But how about doing something to earn the in-game coins, such as downloading another free game?

That’s what Tapjoy is doing: offering the gamers the chance to earn virtual currency by performing real-world action. The model is called incentivized download.

You give gamers the incentive (usually in virtual currency) to choose or download apps. In place, they can reap virtual rewards and premium content on 20,000+ games supported by Tapjoy in 1 billion network devices. Over 77 million monthly active users are on Tapjoy, so common issues like fill rate does not exist here.

What is an issue is that Apple is certainly not happy with the model, since the network has raised massive concerns about the gaming of the App store’s download chart. Apple has been banning this practice for all iOS apps, but Tapjoy gets around the rules by re-launching the system as a web application, which Apple cannot rule over.

If Apple hates it, you know that this is really an effective, even a bit dirty way to monetize and promote your game.

The top 5 podium winners have been summarized at last! Shhheeeesssshhhh!!

Clearing up the sweat and giving a final bite of sweet is this- To make your reading easier I have summed up all in a table, well if you ask me “Why is not shown up in front right away? Why did you make me scroll and read so much?” Well, the answer is to show you the sweat I have put in, remember to create a better version you also have to put in “sweat”!

Podium Listing

Network

Platform

Known Model

Supported Ad Format

Mediation

House Ads

AdMob

iOS, Android, Windows Phone 7

CPC

Banner, Smart Banner, Interstitial, Search, Table

Yes

Yes

mMedia

iOS, Android, Windows Phone 7, BlackBerry, Symbian, Java, WebOS

CPC, CPM, CPA

Banner, Interstitial, Interactive Video, Rich Media

Yes

Yes

Adfonic

iOS, Android

CPC, CPM

Banner, Interstitial, Video, Rich Media

Yes

Yes

Chartboost

iOS, Android

CPC, CPI

Interstitial

No

Yes

Tapjoy

iOS, Android, Windows Phone

CPI

Banner, Interstitial, Video, Offer Wall

Yes

No

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