Adfonic’s very own Paul Childs presented to a packed hall at a seminar at Apps World North America. Paul provided independent analysis of the options available to developers and explored various options that developers need to consider when optimising performance and revenue.

Q: What monetisation options are there for developers? What are the key reasons for taking ads?

Developers have a number of monetisation options open to them. Taking mobile ads generates an additional revenue stream and provides developers with an alternate business model to paid apps. It also presents them with an opportunity of cross promotion. Ad funded apps also benefit from instant monetisation and revenue optimisation.

Q: How is display advertising spend developing?

The short answer? It’s increasing faster year on year. This year Marketer forecasts mobile display ad spend (banners and rich media) to be worth $376m. Next year in 2012 the forecast is a +64% growth YOY with a $594m spend and by 2014 it’s forecasted to increase +73%, $1207m. We are talking rapid growth here. It’s an exciting time.

Q: What options do developers have for generating ad revenue?

There are a number of ways developers can generate ad revenue. The first thing for a developer to decide is whether they want to control partners. If they do, then they have two options; using a mediation layer that’s customisable by the developer, or ad platform that can be configured easily. If a developer doesn’t want to control partners then they need to decide whether they want to control ads. If they don’t, then Yield Optimizers are the option.  If they do then an ad network, like Adfonic or others, would be the best solution.

Q: Are there many integration options for publishers?

There are a number of integration options. The key word here is flexibility.  Each publisher has their own needs and an ad network, like Adfonic, needs to provide options and flexibility. We offer the following options: SDK, Server API, RTB (Real Time Bidding), Sample code and Mediation layer integration points.

Q: In order to maximise revenue opportunities what should developers be doing?

To maximise revenue opportunities, developers need to think like advertisers. They need to keep up with agency advertiser requirements/trends in order to maximise revenue opportunities. Ultimately, maxmising revenue boils down to two things; Volume and CTR (Click Through Rate). Developers need to look at how they can improve their CTR e.g. amending the frequency or refreshing ads. Once the CTR has been improved it’s then time to look at increasing their ad volume.

Q: How is revenue determined?

There are a number of factors on which revenue is determined; CTR, price and volume. The table below shows an example of what a developer could earn given different volumes points and click through rates for average campaigns rates of $0.20 GROSS.

Q: How are brands promoting applications to consumers?

Brands are increasingly using integrated approaches for driving significantly high volume app downloads. More and more brands are integrating mobile into their digital marketing plans. One campaign that comes to mind is the X Factor app. They are using prime time TV to drive awareness of the application. They are able to see how all channels work together to create the halo effect. Although consumers may see traditional media options promoting the X Factor app, it does not compare with a banner on a phone that’s one click away from installation.

Q: How are developers promoting applications to consumers?

Developers are focusing their efforts and resources on mobile advertising. With the ability to track the cost per acquisition, developers are able to work across multiple ad networks to drive optimum cost per installation.

Q: Ok, so Adfonic is a mobile ad network. How can advertisers use Adfonic?

Advertisers can create/manage/monitor/optimise mobile display campaigns using Adfonic’s sophisticated campaign management tools. With access to a global audience of over 100 million mobile unique users, Advertisers can target by operator/platform/device/country/geo-location (UK, US & Canada) /time of day/demographic. On the creative side, we support the standard MMA and IAB ad units with campaign options including click to video, click to call, click to mobile web and click to app download.

Q. Are you able to give an example of some campaigns?

CPL Mobile Campaign Example

Peugeot do some really great CPL campaigns. The one that comes to mind is for their Peugeot 307. The goal was to generate test drive and brochure requests. The action was a one click to their mobile website where consumers can enter their details. Adfonic’s conversion tracking enables advertisers to optimise their CPL (Cost Per Lead).

Click to view Mobile Campaign Example

Warner Brothers executed a very successful awareness campaign for the film Yogi Bear. With one click to an in-app a 30 second video played. Metrics used for this campaign were average view times and the number of completed views.

Social Media Mobile Campaign Example

There are a number of ways to integrate mobile with social media. The goal for this campaign was to drive awareness of the film Hall Pass. A HTML 5 mobile site was used containing rich media and more information about the film. Consumers were encouraged to connect with Facebook and ‘Like’ Hall Pass, engaging friends and pushing updates.

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Adfonic will be back for this year’s Apps World Europe event and Paul is presenting again at this year’s event at 29 November 4.40pm on ‘how best to monetise and promote your apps.’ You can follow @adfonic  throughout the event and come visit them at stand 77! To register for your free exhibition pass please click here click here.

By Michael Lantz, CEO, Accedo (stand 39)

Social TV is one of the most promising categories of TV apps, however it comes with a number of challenges. If done well, it provides a wealth of opportunities for operators, device manufacturers, and content providers alike. Indeed, we truly believe that Social TV can and will be a runaway success if developers and broadcasters approach it in the right way.

Here are our top tips for creating the best social TV apps around:

1. Consumption, not production

The TV is a completely different environment than the PC. Although that seems fairly obvious, it is something, which is often forgotten. In the social TV app environment, users are generally looking to stay in touch with friends whilst watching TV, but they are not on the whole interested writing messages or using other features, which require lots of interaction. Almost exclusively, the TV usage is consumption of social feeds and content rather than the production of such content. This philosophy should also be applied to Social TV apps and at Accedo we’re working hard to bring generation two of social TV apps to the market.

2. Connections with personal media content

Of course, staying up to date with messages from friends, contacts and connections directly on the TV is a good application but it is unlikely to radically change consumer behaviour. By including media content, such as photos and video, the app can instantly become much more compelling. Imagine being able to view photos and videos instantaneously on the TV screen when friends upload them. Remember, with the increased broadband speeds and the improved chipset performance, the possibility of accessing such content in high quality will only increase and it’s not difficult to imagine “social TV channels” being sent to friends via new forms of apps.

3. Contextual Social TV will be the real winner

The TV is a social experience, and can almost be likened to the modern campfire. However, increasingly, consumers are viewing alone and social media gives them the opportunity to interact with friends and family who are not in the living room with them. For most social media users, the convenience of a personal device outweigh the benefit of a TV application and the vast majority of the personal communication aspects of social media will take place through other devices than the TV.

Contextual applications however can enable consumers, who sign in to watch the same programme, interact with each other. It would even be possible to allow those consumers to be part of the programme format itself. The first contextual applications will likely be voting and ratings for music shows, talent shows and reality shows, but the innovation possibilities are endless.

Accedo will be exhibiting at this year’s Apps World Europe event and will be on stand 39. To book your free exhibition pass please click here.

Related articles

• #AppsWorld: Who will benefit from the rise of #TVapps? (apps-world.net)
• TV apps moving into the mainstream – #AppsWorld Europe (apps-world.net)

This year’s networking drinks will be taking place at The Old Firestation in Hammersmith after the first day of Apps World at 7:30pm on the 29th November.

Formerly Hammersmith’s busy Fire Station, the amazingly unique space has been transformed perfectly into a lounge bar, dining room and conservatory with adjoining courtyard providing the perfect environment for some chilled networking after an action packed day!

The networking drinks will be free to attend for all sponsors, exhibitors, speakers and paid delegates and will run until late with complimentary drinks on arrival.

244 Shepards Bush Road

Hammersmith

W6 7NL

Technology and solutions from Logia Group are redefining the way operators, developers, content providers and media owners monetize the mobile arena. Logia offers the full range of field-proven monetization tools, including:

-     AppSuite- A range of apps based VAS including music, gaming centers, video surveillance and more…

-     In-App payment solution: both white label solution for operators or billing and alternative payments for developers

-     White label mobile apps & media store solution

With this in mind we at the Logia Group have the ability to have strong market knowledge to share with our communities.

It’s easy to assume that things are simple when it comes to mobile app monetization. The perception is that developers create a app, invest in good graphical art, send it off on its way to one of the various app stores, sit back, rake in the cash and repeat. It’s a shame that it’s a complete fallacy. The fact is that 90% of developers will hit a dead-end or will fail to generate a profit for all their hard work.

Taking a step back, it’s easy to forget that the recent “app store phenomenon” is nothing new. In fact, it goes back a decade or so. The vast online libraries and directories of shareware sites set up to share programs were the direct predecessors of Apple’s mobile app economic shift. The major change today is that everyone’s in on the game. Google does it for Chrome and for Android, Amazon sells tablets and Android apps, and Microsoft’s Windows Phone Store is growing and shaping up to become the platform for Windows 8 software.

So the question remains, in this sea of so-called mobile app change, what chance do developers stand in actually making any ROI whatsoever? The answer is much brighter than you think.

Understanding What Works

According to a report by Evans Data, games remain the dominant app across most app stores, taking up 27% of the catalogue. Business apps came in at 21% while productivity apps were not far behind at 20%. This should lead you to understand that, while the consumer side of apps is clearly the strongest, there is still a huge opportunity for enterprise and security apps.

When it comes to OS’s Android came out on top as the best app store for developers over the long term, with many believing that the Android Market will be the pivotal place to develop for within the next two years.

Android App Price Points

One of the most recurring questions developers are faced with is how to hit the right price point for their app. One way to go about it is analyzing similar apps. If yours is clearly the best, don’t be afraid to double up on your direct competitor’s price point.

Certain apps need to be released for free from day 1, specifically if there’s potential for a freemium based model.

A super interesting observation comes from comparing the different price points: a top 10% game priced at $0.99 is bringing in roughly four times less than a top 10% game priced at $1.99.

5 Android App Money Making Tips

1 – Develop your app quickly and get it out there. This is especially true if you are short on funds. You can always improve your app with future updates. Thus being said, avoid publishing a buggy app at all costs. Make sure your app does what it’s supposed to and focus on quality.

2 – Develop for categories that convert into sales: Games, Business, Productivity and Security. Consumer end-users are definitely not the only ones who are purchasing apps. Enterprises buy tons of software, especially if it solves a core challenge to their business.

3 – Don’t be fooled by exceptions to the rule. Yes there are small development teams that have breakaway app success, but it’s definitely a rare occurrence.

4 – Focus on creating apps with a big enough target audience OR go for the long tail. One of the true advantages of the Android market is that apps rarely get rejected or removed. When in doubt, refer to the Power Law.

5 – Selling your app isn’t the only way to generate revenue. Ads and alternative monetization models are picking up steam. The LogiaAd solution is a perfect way to jump right in start generating money via pay-per-download and pay-per-action opportunities.

In conclusion – Anyone who wants to make money today with Android Apps better move extremely fast, but not at the cost of low quality.

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The Logia Group will be exhibiting at this year’s Apps World Europe, you can meet them at stand 81b, view the floor plan here.

This November Apps World will be landing in London and we are giving you the chance to win an access all areas workshop pass and an invitation to the evening networking drinks.

What can you expect from #AppsWorld  Europe?
Apps World Europe will be tackling the key issues app developers, telecom operators, hardware manufacturers and branding and marketing professionals face when planning their mobile strategy as well as looking to the future of the industry including IPTV.

With predicted numbers of 4500 + attendees the show continues its successful world tour and brings to London many leading industry speakers including EA Games, Samsung Bada, Mozilla  and Rovio (Angry Birds).

Here are the 10 reasons why you need to attend:

1. Two days of action packed engaging content within 25+ sessions, across four tracks covering all aspects of the social media & apps ecosystem.

2. 100+ speakers from top names in the industry including Rovio Mobile (Angry Birds), Orange, BT, Sky TV, Yahoo and T-mobile

3. Unique opportunity to network with 4000+ attendees made up from leading industry representatives

4. Free to attend developers zone with 2 tracks – two day showcase of technical presentations from leading developers, handset operators & apps stores covering a myriad of opportunities and challenges faced when developing apps
5. Operator & handset track – gain insight from leading operators on the app market infrastructure and their app store business models

6. Marketing track – Discover how global brands and corporations are adopting apps and why these tools are the ideal platforms to build you brand

7. One day of TV Apps content find out about the evolution of TV apps, it’s predicted development and the impacts it has for operators, manufacturers and advertisers

8. Free to attend exhibition, with 50+ exhibitor we will be creating a arena of buzz from service & tool providers from across the sectors

9. Hear how developer and operator strategies are shifting in terms of achieving ROI and monetisation

10. A chance to discuss & debate the current industry conditions and the predictions for their future

How can you win a free workshop pass?
To win a free ticket to this year’s event simply email rachel@sixdegs.com using the subject title ‘Apps World Europe Competition’ and tell us what you do and the reason why you deserve to win the free workshop pass. You have from now until Monday 21st Nov at 0530pm.  The team at Six Degrees will select the winning entry and that lucky person will be emailed & announced on Twitter.

Re-tweet this and let your friends know! We look forward to reading your comments,
Good Luck!

The UK’s leading mobile app development agency, Tecmark, is gearing up to exhibit at Apps World from 30^th Nov – 1^st December 2010.

The event is to be the first of its kind in Europe and will focus purely on the potential of cross platform mobile applications.

Tecmark’s Managing Director, Richard Heyes, expects the event to be eye-opening, commenting that;

“The mobile app industry is growing at a phenomenal rate. Smartphone technology is improving all the time and the user base is now massive. 26% of mobile users here in the UK have a Smartphone and 12 million people in this country alone use the Internet from their mobile devices. Apps World is bringing together the key players in this industry to highlight the potential for apps in business. We’re delighted to exhibit.”

Scott Hague, Tecmark’s Channel Partner Manager, believes the cross platform focus of Apps World presents a real opportunity, adding;

“The Smartphone market is constantly becoming more varied in terms of the devices available. Cross platform development offers the potential of reaching more users than ever before and with the tablet marketing taking off too, this presents more and more opportunity. The cross-platform focus of this event will highlight just that and will help to further enhance our already successful Channel Partner Program.

Apps World takes place at the Olympia Conference Centre in London on 30^th November and 1^st December. You can visit Tecmark on stand 5

Bored with iPhone OS?  Frustrated by Apple’s death-grip platform control?

Well David “planetbeing” Wong may have an answer for you. He’s successfully dual-booted Android on an iPhone. Yes, really! In IT Blogwatch, bloggers look on, in slack-jawed amazement.

It would appear that a way to run the Android OS on an iPhone has been discovered.  This is massive news for iPhone users waiting for the new iPhone OS 4.0 and all the features that are available with that platform.

Googles platform has been hard on the heels of Apple for quite sometime, and despite some good features has so far been shunned in favour of the iPhone OS.  Android however has seen a growing interest over the past few months with many predictng 2010 to be the year of Android.  The Android App sotre now has in the region of 30,000 apps with 9000 apps added in March alone.

News of a way to run Android on an iPhone will only fuel speculation that Android is becoming the must have OS for your smart phone.

For more information on this story visit http://blogs.computerworld.com/15980/android_on_your_iphone_theres_an_app_for_that?source=rss_blogs.

Apple announced Tuesday that more than three billion apps have been downloaded from its revolutionary App Store by iPhone and iPod touch users worldwide.

“Three billion applications downloaded in less than 18 months–this is like nothing we’ve ever seen before,” said Steve Jobs, Apple’s CEO. “The revolutionary App Store offers iPhone and iPod touch users an experience unlike anything else available on other mobile devices, and we see no signs of the competition catching up anytime soon.”

The news comes nine months after it hit 1 billion downloads, with the second billion taking a further six months.

When the 2 billion mark was reached, Apple also announced that 85 000 apps were available in the App Store at the time. This time, the company chose to stick to download numbers only.

However, in November 2009, Apple did say that 100 000 apps were published to the store.

Social news aggregator Digg.com has released its free iPhone app in the App Store. Packed with a slick, feature-rich interface, the app is a strong start for the popular website, though there’s plenty of room for it to grow.

Source: (Read More http://www.wired.com/gadgetlab/2010/03/digg-iphone-app/#ixzz0jIb7zwIa)

Launching the app, you’ll be able to immediately browse popular stories on Digg. You can also view popular stories by topic (e.g., technology, business, science, etc.) or upcoming articles that are about to go popular. You can search through stories by typing a keyword in a search field.

The best part of the app is it makes it really easy to Digg or bury a submission. Tapping a link launches the story inside an in-app browser, and a bar below contains thumbs up and thumbs down buttons to cast your vote. There’s also a button to save a story for reading later. The entire interface is snappy; from my testing on an iPhone 3GS, stories loaded quickly inside Digg’s browser.

With that said, there are some features missing that I’d like to see in version 2. One major minus is you can’t comment on stories like you would on Digg.com. You can view comments, but you can’t actually write any. According to Tap Tap Tap, which developed the app with Digg, the public Digg API doesn’t support adding comments yet. So hopefully we can expect this feature in a later version.

Also, there’s limited interaction between the Digg app and other apps. For example, if you’re browsing your Twitter feed in Tweetie and you tap a Digg link, it doesn’t launch the Digg app. Instead, you’re stuck with viewing the Digg link in the Safari browser. To be fair, you can hit a button to share Digg links through Twitter, Facebook or e-mail, but the inability to use the app to view others’ shared Digg links is stifling.

The free Digg app is downloadable now in the App Store. A video demo of the app is below.

News release [Digg]

Whats next for Social TV? Below Mark Groves from NDS talks about whats next for social tv and how this will be intergrated into our exisiting platforms
NDS will be exhibiting at the Social TV and Social Media World Forum on the 15th & 16th March, London 2010. http://www.social-tv.net meet them at stand number 15.