Mobile Advertising

Freemium = Marketing
By September 9, 2013 Read More →

Freemium = Marketing

It’s easy to think of the freemium business model as merely a pricing strategy: by setting a product’s price point at $0, a developer ensures that as large an audience as possible is exposed to it by removing the most significant barrier to adoption – disposable income. But this line of thought is flawed. Disposable […]

Millennial Media's acquisition of Jumptap was all about data
By August 19, 2013 Read More →

Millennial Media's acquisition of Jumptap was all about data

On August 13th, Millennial Media, the mobile advertising platform operator, announced that it had acquired Jumptap, another advertising platform operating a specialized real-time bidding exchange for mobile. The transaction was an all-stock deal in which Millennial Media took control of Jumptap in exchange for 24.6MM new shares – or 22.5% of the combined, post-transaction company, […]

How much money is Candy Crush Saga making?
By June 17, 2013 Read More →

How much money is Candy Crush Saga making?

Last week, King, the developer behind Candy Crush Saga, announced that it would remove all in-app advertising from its games, across all platforms. The change represents a strategic about-face from its position in November 2012, when Candy Crush Saga launched on mobile. At that time, Alex Dale, King’s Chief Marketing Officer, told Inside Social Apps: […]

A yield management model for mobile advertising
By June 3, 2013 Read More →

A yield management model for mobile advertising

Yield management is a pertinent topic within the context of freemium mobile app distribution, monetization, and user acquisition, as it corresponds closely with the fundamental components of freemium success: demand management; scale; insight; and monetization. Sheryl Kines, one of the most prominent academics conducting research in the field of yield management defines the concept as […]

Three trends in mobile advertising
By May 20, 2013 Read More →

Three trends in mobile advertising

MoPub recently published its quarterly Mobile Advertising Marketplace Report for Q1 2013, which, combined with other such reports from mobile advertising operators, reveals three interesting, emerging trends in mobile advertising. Advertising placements are getting bigger The performance of larger ad sizes (480×320, 769×1024, and 1024×768) experienced a marked increase in Q1 2013, creating a wide […]

What will disrupt app discovery?
By January 21, 2013 Read More →

What will disrupt app discovery?

It should be obvious to anyone operating in the mobile space that app discovery is ripe for disruption: slide four from MoPub’s recent 4th Quarter Mobile Advertising Marketplace Report illustrates how rapidly eCPMs are rising on both iOS and Android (the entire report is worth reading).

2013 Predictions for Mobile Gaming
By December 23, 2012 Read More →

2013 Predictions for Mobile Gaming

2012 was an encouraging year for the mobile gaming industry: total revenues swelled to $4.5 billion, the number of iOS devices ever sold reached approximately half a billion, and two studios proved that the free-to-play business model is not only sound, but that it can generate absurd amounts of money.

The problem with mobile user acquisition, Part 2 of 2: Adverse Selection
By December 7, 2012 Read More →

The problem with mobile user acquisition, Part 2 of 2: Adverse Selection

Part One As I mentioned in the first post on this topic, a marketing manager knows only a few things about a user acquired from a mobile user acquisition network; one of those things is that the user was put up for sale.

How well should a marketer be able to code?
By October 19, 2012 Read More →

How well should a marketer be able to code?

Whenever a recruiter reaches out to me about a job opening that I’ll decline, I encourage them to use me as a resource in the future if they need information about the nascent fields of analytics, big data, and quantitative marketing for games. As a result, I am asked — infrequently, but often enough to […]

Mobile ad networks: in the land of the blind, the one-eyed man is king
By October 12, 2012 Read More →

Mobile ad networks: in the land of the blind, the one-eyed man is king

The mobile advertising landscape is caught in a strange, dynamic, transitionary stage. Information — about everything: mobile ad networks, platforms, advertising identifiers — becomes irrelevant so quickly that the only true expert on mobile acquisition is the person launching an app right now. No one else has accurate information about the state of the market; […]