- A free roundtrip Hacker Bus ticket.
- Free food, candy, caffeinated beverages, and soylent.
- An expo pass to GDC Next.
- A work space in Los Angeles for continued hacking.
- $10,000 in mobile advertising spend to the winning team.
- An unforgettable cross-California hackathon adventure.
So you have a great mobile game that’s perfect for mobile devices and are excited to release it to the masses, but have you thought about how to effectively monetize from it for the best results? If not their are several tools and strategies you can use to make the process of easier.Mobile Advertising Made Simple
While mobile games can be a great opportunity to generate ad revenue, it can be a challenging endeavor. In-game purchases isn’t enough to be successful and in order to overcome the tradeoffs involved with the business it’s best to look into other ad services to assist you.
A great tool for getting started with mobile advertising is RTB. RTB, short for Real-Time Bidding acts like an online auction similar to the stock exchange where mobile advertisers compete for ad slots that are available on ad exchanges and DSPs. Whichever advertiser bids the most wins the ad slot. This transaction all takes place in milliseconds. If successful the mobile publisher can make more of revenue then what would have been possible through just their direct sales team.
The “public” RTB model isn't perfect however, there are still some risks for publishers and gaming apps. Some of these risks include blind bidding, and not being able to control how your 1st party data is being used by advertisers. Reasons like these is why publishers and gaming apps have been moving their ad serving to Private RTB.Why Private RTB Works Best
With private RTB more features are available to gaming apps such as what advertisers are allowed to participate in the bidding of inventory, the option to set price floors on their inventory, and tier access allowing certain advertisers access to the inventory before other advertisers. The other major benefit of private RTB is that it’s more effective on a global level than RTB because it allows mobile publishers a convenient way to monetize international traffic. Therefore publishers and gaming apps tend to put their best inventory on a private exchange so they can get the best price. The rest of their inventory tends to be put on public exchanges.
Other advantages include the ability to make first party data more valuable to ad partners by making it actionable. Utilizing third party data like geo targeting, and audience segmentation to target at the exchange level. Both of these save mobile game developers the trouble of having to implement their own data.
These are all great reasons to choose Private RTB over public RTB, but it’s greatest strength is how it can be used to differentiate your gaming app from others. The problem with traditional RTB is everyone competes under the same exchange with very little data used besides a source url. Also, since everything is happening in real time you’re always at a disadvantage to mega providers who have billions of inventory to offload. So, instead of the price of your inventory rising in value from all the competition the opposite happens and it actually decreases in value.
Private RTB avoids this by making the first party data actionable to ensure premium inventory always retains its value or increases significantly. This prevents negative issues like data scraping where sneaky buyers can alter things like data about your users by cross referencing it with other data and reselling it without your permission. This can be detrimental because it can hurt your reputation and make your gaming app appear less valuable. All these negative factors have made private RTB the more preferable option to mobile game developers.
The Benefits of Mobile Advertising Meditation
Another way to generate the most ad revenue for your game and sell through your inventory is to work with multiple partners rather than just one. The best way to do this is through mobile advertising mediation. Ad mediation is technology that sends ad requests to multiple ad networks to ensure publishers find the best available network to fill their ad slots. With a list of priorities in place related to things like geography, genre type, and other preferences ad meditation can match your game with the right partners to maximize revenue. The other benefits of ad meditation is the ability increase fill rates, maximize eCPMs, and control access to ad networks using only one SDK versus dozens.Both RTB and ad meditation are useful tools for game developers to help simplify the mobile advertising process and can compliment in-game advertising by increasing fill rates along with CPMs. With the right implementation the ad revenue results can be extraordinary and separate your game from everyone else on the mobile marketplace.
Recently, the popularity of mobile programmatic advertising has soared. The subject is mentioned frequently in popular advertising trade journals, at conferences and in social media. But what exactly is mobile programmatic advertising? And what is it’s impact on media buying?
What is Mobile Programmatic Advertising?Mobile programmatic advertising is the automatic buying and selling of mobile ad inventory with software. It replaces the request for proposal (RFP) process, in person negotiation, and the insertion order (I/O) system. The technology makes ad buying more efficient and cheaper for advertisers, because it allows them to access a wide selection of inventory, typically through an ad exchange. It also helps maximize value by finding the best possible price for inventory at any given time.
Programmatic advertising technology also makes it easy to buy audience segments, across a varied selection of publishers. Traditionally, advertisers thought of audience segments by publisher. Buying all the ads on a given publishers based on it’s audience index against a tool like ComScore. Now, with programmatic technology and the advent of big data, advertisers can target the right audience on a variety of publishers. For example, in mobile geo targeting is a popular buying method that is done programmatically across as many publishers as possible. This allows an advertiser's to get maximum scale in a given geo.
This doesn’t mean that you can’t buy directly from a single publisher with programmatic technology. The systems make it easy to buy a guaranteed amount of impressions from a specific publisher. This is known as “programmatic direct.” Programmatic direct allows you to leverage your previous relationships while taking advantage of programmatic ad serving to ensure that you get the most targeted impressions.
Why is it Getting So Much Press?
Mobile programmatic is a fundamental shift in how advertising has been done. The transition is very similar to what happened with digitalization of stock markets. The time consuming, manual process of writing a stock purchase slip and having it processed by hand at trading desk, was replaced with computerized trading. This revolutionized the stock market and brought the transaction price way down, which has been great for consumers who can now buy stock for as low as seven dollars per trade.Advertising is now going through a similar revolution. Before programmatic, you had a sales teams trying to sell publisher inventory to brands, agencies, and other advertisers directly. This process was manual and inefficient. Programmatic technology shrinks the overhead cost on both the advertiser and publisher sides which has increased their margins. This has opened the door to a huge new market of small advertisers that previously could never afford to buy ads.
How Much Does Mobile Programmatic Cost?
Programmatic technology can actually save money. Through automation, many tasks have been eliminated making the process more efficient and reducing implementation costs. The technology is also very good at finding the best price, across a variety of publishers. This frees up teams to focus more on creativity, or research - improving the quality of campaigns.
How Can I Take Advantage of Programmatic?
There are a few ways to take advantage of programmatic buying. One is you can go directly to an ad exchange or and buy inventory through them. This will require technical integration and ad buying technology that you maintain, which is referred to as a demand side platform (DSP). If you are an agency, you can create a trading desk that integrates with multiple ad exchanges and DSPs. Lastly, if you’re a smaller buyer there are lots of DSP that specialize in a particular area, like app downloads for example. There are many trade shows where you can find a specialist that handles the area of advertising that you’re focused on.
The Trade Marketing Manager will act a core member of the marketing team and be responsible for managing TapSense sponsorships and hosted events. You will manage a calendar of events, negotiate with vendors, maintain a detailed budget, and ensure quantifiable success from trade marketing.
- Act as a point of contact for all trade marketing vendor relationships.
- Manage an event calendar and plan for key events up to a year in advance.
- Track and manage trade marketing budget.
- Manage all aspects of trade event execution including attendance, booth staffing, delivery of trade materials, messaging and more.
- Able to problem solve and think on your feet to overcome any obstacles that prevent the event’s success - the show must go on.
- Bachelors degree or equivalent experience.
- 3-5 years of experience in public relations or communications.
- Strong project management and decision-making skills.
- Experience in high tech trade marketing.
- Excellent oral and written communication skills.
- Collaborative team player that excels in lateral leadership.
TapSense is the leading independent mobile advertising exchange, and has been featured in publications including Forbes, Bloomberg, TechCrunch, VentureBeat, GigaOM, CMO.com, MediaPost, Entrepreneur and AdExchanger. Founded in 2011 and based in San Francisco, California, investors include top Silicon Valley venture firms, Ron Conway’s SV Angel and Maynard Webb, a board member of Salesforce and Yahoo. TapSense was named one of the 2014 AlwaysOn Global 100 Companies to Watch, and is a member of the Mobile Marketing Association.Apply Now
Wearables have become the new ‘must have’ for just about every industry. From immediate notifications to immersive augmented reality experiences, wearables enable users and businesses to be smarter, more agile, and more efficient. With the proliferation wearable devices and apps in health and fitness, and the early adoption of Google Glass by some football teams, the sports industry is well positioned to take the lead in utilizing wearables as a key part of marketing and business operations.
How Are Wearables Used In Sports?
The sports industry is known for being adventurous when it comes to new technology, and wearables have been a prime example. From the leisure runner who started using the Nike+ Running App to the use of portable compression devices by companies like HyperIce, wearable technology has been making its mark for a while. Even stadiums, like Citi Field in New York City, started getting in on the action by debuting iBeacon technology. This app, a prototype in conjunction with the MLB, alerts users of promotions and even landmarks within the stadium, acting as fans’ personal tour guide.
Wearables, however, go beyond the basic hosting duties and provide athletes, coaches, and owners with data--the most valuable asset in any industry. Those seeking that competitive edge, both on and off the field, are likely to be the ones who take wearables to a whole new level. Companies like MC10 and Catapult Sports have been working with seasoned pros for years now, trying to decipher the body’s reaction to hits, landings, and explosions. Even putting sensors in mouthguards isn’t off-limits as these firms intertwine with athletes to do what they do best: find the winning strategy.Why Are Wearables Taking Over Sports?
Real time content with Google Glass is revolutionizing the way that fans watch sports. Teams like the Minnesota Vikings and Yale Football have used Google Glass to give fans a first person view of on-field action. By allowing fans to get in the game, so to speak, viewers are able to engage on another level. Having access to stats, player data, and instant replays makes the fan experience much more memorable, exciting, and profitable to athletic associations.
The biggest reason wearables are revolutionizing sports is the way that they utilize big data, much like the way big businesses do. With the NFL adding tracking sensors to the shoulder pads of each and every player starting this fall, coaches will be able to build on training regimens in a more unique way. And with that customizable training comes better performance, more effective, efficient coaching staff, and potentially more money in the long run. In a world where winning is directly correlated to profits, it’s easy to imagine how this investment could produce an incredible return.
What The Future Holds for Wearables in Sports
We’re at the very tip of the iceberg for wearables in sports. The possibilities bring smarter stadiums, such as Levi’s in Santa Clara and ESC in Sacramento, both of which could debut the use of cashless mobile payments. We could even see sports teams leveraging augmented reality to create custom Heads Up Displays, or HUDs, showcasing stats, live feeds, and instant replays--all from the comfort of Row G, seat 114.
Lastly, and probably most important to the longevity of sports, we could see an extreme increase in player safety. The ability to track an athlete’s reaction to injuries both can trigger a more effective rehab and a better regulation of player safety. Even normal wear and tear on a body can be observed to decrease recovery time and emphasize preventative measures.Wearables are already changing the world as we know it, and watching the way it revolutionizes the sports world will be exciting for everyone, super fan or not.