 Thank you. Hi, good afternoon, everybody. Trying to calm down? I am. Hi, my name is Delene. I'm from Smato. And I'm here today to share with you a little bit more about tips of successful app monetization for developers. I sat through almost this entire session earlier on, and it's very, very technical for me, but I'm sure it's not for you. So I'm going to cover a couple of stuff. Feel free to ask any questions, or if you feel that I'm going a little bit too fast. We're going to talk about how after the design, after you have set the infrastructure, after you have developed the application, how are you going to go about distributing it, especially if it's for B2B or even for B2C, how are you going to distribute it, how are you going to promote it through all the various sources. But also at the end of the entire what we might call a product lifecycle, how are you going to set your pricing and revenue strategy around it. So I'm going to talk about mobile inventory. Everybody here understand the term mobile inventory? You know what it represents. You know what it is, right? Inventory that moves. It literally does. Mobile inventory has a revenue stream. Choosing optimal ad formats. We have a lot of ad formats out there in the world. China has its own set of standards. IAB have their own set of standards. How do we price the worth of your inventory and, well, ultimately how to get ready for integration? So very quickly, I have been helping, I think for around past 10 years, working very closely with ad developers or even brand clients with what we call mobile properties. So way before iPhone came about, mobile property to us come in a form of mobile web or mobile application. Then, of course, with the rise and uproar of smartphones, we have all kinds of applications around the world. We have games, of course. We have utilities. We have productivity. We have stock exchange. We have how you go about tracking your movement, your exercise, habits, and even food. So we have that. So what I've been doing in the past is really to work with these brand clients or even app developers to distribute their apps around the world. And then after that, for the past seven years, I've also been working very closely with almost the same set of them to place advertisements into the application or mobile websites to generate revenue. It may sound really easy, but there is actually a lot of strategy planning behind it. So promoting your app, I think right from the start of development, right from the start of building up the infrastructure and what kind of content to have around your app, more importantly is, I think, who are your target audience? With the application that they have built, somebody has to use it, right? So who are your target audience? Are they for kids? If kids, ultimately, you can't target them, right? You've got to target the parents. Or is it for working adults? Or what a lot of brand clients, when they have budget allocation discussions, they will ask for affluent users. Affluent users, how do we define them? They are people with high spending power. We also generalize their behavior on mobile, basically, where do they serve? So we assume, for example, Traffic Cam in Singapore, there's this application. How many of you have heard of Traffic Cam application? Oh, thank you. Oh, okay. Not so much. Okay, so Traffic Cam, basically, we have the satellites around Singapore and you can launch into this app and you can see how the traffic condition is on different parts of the expressways around Singapore. So who would you assume will be using this app? Any wild guesses? My cat? Yeah. To move from the east to the west. Drivers, right? Drivers. So because if you want to drive in from Singapore to Malaysia, first thing you wanna check, how is the traffic condition at the immigration area? So next question, where and how do you think your target audience go about knowing your apps other than the app stores? Are there minimal, are there mini forums? Are there different sources for information? Your target audience is going to know about new applications? Is it more word of mouth? So really, what is the context and the content of your application? Who are your audience? What are common sources for information? And while promoting, while deciding and planning to promote your app and market it out there and distribute it out there to certain geographies or certain, or globally, we must decide then, what are the objectives of doing so? Do you want to make known your application? Do you want to tell the whole world that the company is making this particular application or are you trying to drive downloads? So that is how we plan around promoting applications. Now what the key message for the next 20 minutes is mobile inventory, how you can monetize them. This is basically done through placement of advertisements. So basically you are allowing advertisements, whether it's a small one, the full page one, is it an in-app video that you allow to be sitting in your application? What do they do? They help you to generate revenue. So when is your app ready? Really, there has to be a certain amount of what we call daily active users, right? So when your app is launched, number one, we want to drive installs. You know, X million of people have installed your application. Next, what you and I need to monitor very closely will be your daily active users. Now, this set of people has installed the apps, how many of them are using it actively every day or your monthly active users? So at the end of that, how many impressions are you generating? So maybe before you put the advertisements on your application, you may not be able to measure impressions, but what we can roughly estimate is the unique page views. So say for example, you have one million unique users, active users on your application any given day. What is the average page view per user you are generating? So that is the estimated amount. And then after that, we'll be choosing the right formats. Now please, the last thing you want to do is to chase away your users on your app, right? So where you place the app is very important. You have to study how the user navigates around your app from entry right up to exit. What are they doing? What is the behavior you're expecting? Then you will decide where to put that advertisement. And we want to value a lot the user experience because I think it has taken a while from users to move from PC to mobile and we would love for them to stay there and that is the space that they should be in. But that is why also a strategy needs to be planned around user experience. Now after you have decided where exactly are the optimal positions for you to place the advertisement, then you have to choose the ads. Now there are a lot of ads out here, right? We have banners, we have the small ones, we have the medium rectangular ones and we have the full screen ones, right? So these are easy names. So the small ones, we call it 320 by 50, literally. It's a small one. So on your phone for example, usually you will see a very small banner right at the bottom or right on the top, a small one that's called a 320 by 50 and then you have the middle rectangle and you have the full screens, what we commonly call interstitials. And then of course we have rich media. Rich media basically is a full screen but they have video or they are movement. It is not a static image. So that's what's called rich media. And after that, with the uproar of a YouTube of course, then we have in-app videos. In IAB standards, they call it VAST, V-A-S-T and then you have native. So it also depends a lot on the content and the layout of your application. So say for example, you are developing something that is very text heavy, then native will enhance or ensure certain level of user experience because it sits right inside the context of your content. By the way, have you guys seen all this different ads, advertisements while serving on applications? How many of you are finding irritating? Thank you. Yes, so that is why we have been going around and trying to share experiences with the application developers because we as consumers, we find the advertisements irritating. Me too, okay? Maybe you shouldn't tell my CEO about it, but yes I do. But that is exactly why your placement of advertisement is so critical. You know, for example, if you're on a game, when do you show the advertisement? Not when they are playing a game, please, right? But that is why planning and all is so important. Excuse me. So at formats that work, what are the key types? So everyone is familiar with this, right? We have the 320 by 50 right on the top here. We have the medium rectangular. We have the full screen. We have vast, all right? And then vast, there are different ways of costing behind it. You have the cost per impression. You have the cost per view. And then after that native, which I mentioned it sits nicely into the content of a very tax-heavy application, okay? Or interstitial, which is a full screen. Think of your users. This is, this has to be the key thing in every step that we take, all right? We do not want to disrupt the usage. We do not want to disrupt their navigation. We do not even want to disrupt their intent of using the application, okay? Relevance. So by understanding your target audience, then you can decide what kind of advertisements is relevant for your users. At the end of the day, it's your application. It is your target audience. They are your users. We have to protect their interests. So say for example, if I am on e-commerce application, what kind of advertisements will not be relevant for e-commerce user, like you and I? Maybe a game? It's so strange, right? I mean, you're trying to purchase something online and then you see a game. What will be relevant, for example? Maybe an advertisement from Marina Bay Sands? Maybe, right? Or finance? Because at the end of the day, we also have to understand on the other side, where are the budgets going to and how do they target the audience? Understanding the geography definitely helps. So with your application, can you tell which country majority of the users are from? Are they from the States? Are they from Europe? Are they from Asia? If in Asia, we are very, very fragmented here, exactly where? So that is also very important because in different countries, for example, for the past few years, Indonesia, India has always been hot on toast. Okay, because budgets are really streaming in and they say, you know, Indonesia and India, they are a huge market. You know, FMCGs, for example, Fast Consumer, Moving Goods, they want to enter into these markets and also games. You know, then after that, next, they talk about China. Then after that, when they ask for APEC of fluent users, they will always run after Singapore or Malaysia or Vietnam, this country. So understanding your geographies is really going to be critical. Know the worth of your ad formats. Of course, they say the bigger, the more expensive, which is true. But then again, I mentioned again and again, in the beginning is that we do not want to disrupt the user experience and navigation of the users. So we have to be able to understand and strategize exactly where do we want to place the ads? Hmm, this can be a little bit tricky. Pricing the worth of an inventory. Of course, to us as developers, my inventory worth a lot. My consumers worth a lot. But how about in the eyes of the advertisers? Where exactly are the budgets going? I mean, they are the ones who, you know, who allocates the budgets, right? So usually, for example, for content-wise, news, utilities, games, or user-generated content, what kind of content do you have around your application? How about your audience profile? What type of consumers is using your app? This is not by I wish, this is by exactly who is using your application, okay? And also the amount of user data, for example, the demographics. Are you able to capture? Are they male or female users? Are you able to capture, for example, they are each, you know, are you able to capture their geographical location? So is this particular user based in India, based in Indonesia or Philippines or Vietnam? Where are they from? Secondly, price strategy. So with different geographical identification, the pricing is different. Very good example is advertisers, they are willing to pay a high price for who China uses, Singaporean uses, Malaysian, Vietnam, Indonesia, okay? Don't ask me why, but this has been a trend for the past many years, especially what they call the premium users, which are who are your affluent ones, okay? In China, in India, in Vietnam, these people generally they travel all over the place, so they deem them as affluent. So your pricing strategy is very important. How about your price range? So say, for example, in Singapore, if I'm talking about 320 by 50, the smallest advertisement you can find in any given application. In Singapore alone, the cost per thousand impressions, do we understand CPM here? Yes, cost per thousand impressions. So for the advertisement to refresh a thousand times, there is one thousand impressions, right? In Singapore, it easily costs any given advertiser a CPM of about 80 cents, USD. That is the price. That has been a trend. So say for example, in India, just on Friday, CPM for premium users, it will cost about 35 cents. That's the average for at least the past two weeks, okay? And it fluctuates up and down due to season, okay? Because the season is tied in with budget allocation. So where there is lesser supply, the price is higher. That drives up price. So this is how we go about planning the pricing strategy. Placement strategy, okay, I cannot emphasize this anymore, but it is really critical because the navigation flow is very important. So we want to ensure smooth navigation flow for your users and what ad formats to have in each possible placement. So say for example, before the user jumps from page A to page B, are you going to slot in an advertisement there? Is it, if you are, is it going to be a small ad? Is it going to be interstitial? Are you going to place a video? Are you going to force the user to watch a video before going on to the next step or downloading something? It's a strategy, okay? If you ask me, please don't do that. No, no, no. Okay, so it is a strategy right from the start. It's like developing any given application. You plan the infrastructure, you plan your audience, you plan how you want to go about doing it. Even for revenue generation, it is also very important because an ad, you see the product life cycle, it drives up like that and then it will drop and then it will stabilize. So where is the point of your application in terms of product life cycle that is the best time for you to start placing ads and generate revenue? It is your strategy. So decide on ad formats, the placements and work out the price points. Now there are different methods of integration. We have the SDK. This is far most efficient, okay? We have the server to server API and we have the ad tag. Today I want to talk to you a little bit more about SDK integration. So in any given SDK, right? Of course SMARTO we also have our SDKs, right? Because our exchange basically, we work primarily with app developers to monetize their applications. So at the same time, we also have an exchange of advertisers currently about 400 over in the world and then we will get them to place their budgets into our exchange and then we will then filter all these advertisements into the applications that we have on our platform. So any given SDKs that you look out there, it should give you full support for iOS, Android, Windows and BlackBerry, okay? Don't ask why the rest are there, but there are still people who are trying to reach out to Windows phone users. In certain markets, it is still very, very popular. That goes without saying, okay? Cross-platform plugins. For us in SMARTO, we have Unity and Titanium for cross-platform development environments. Ad quality control, okay? This is very, very, very, very, very important, okay? The last thing you want to do is to have an advertisement that has an auto redirect. How many of us have encountered auto redirect ads? It's very, very irritating, right? Because you have the phone right there, okay? This looks like a phone. Then you have a phone right there and then when the advertisement is being served without doing anything, you're auto redirected to the app store. It's like, hello? That's not even where I want to go, all right? So no, no, no, okay? These ads are not supposed to be in the advertising space, okay? Or what we also have, for example, malware. You know, advertisements that causes malware that is a very, very big no-no. So ad quality is extremely important in any SDK that you are about to use to integrate into your app in order to pull advertisement from different sources to generate revenue. So what we have built is that we have built an auto block of auto expandables. So we have auto play, we have auto expandables, we have auto redirect, all the auto stuff, it should be blocked in the SDK. And also reporting as well. Now, a good SDK anywhere you can find, it should be able to pull you reporting. So you have proactive by blocking out all the auto, whatever, you know, kind of advertisements, but you are also reactive in terms of understanding what kind of advertisements has been served on your application. Okay, also adapters for popular ad sources. Okay, we have iAd, Mopap, and also AdMop. How many of you here is familiar with some of these names? Oh, okay. So iAd, Mopap, AdMop, and even Smato, we have been in the mobile marketing space globally. For about 10 years, now all these names have been around for about 10 years. AdMop, I'm sure some of you might know, they were bought over by Google about three to four years back. Yeah. Also better rich media handling. So we are currently at M-rate 2.0 now. So it handles it very well, which means that when we display the ad, it is not a cracky, it is very smooth. So delivering the ad is also very important. Also complete ad formats, the SDK that you're about to use should be able to support all kinds of ad format, so that when you decide two years down the road, okay, I think it's time for me to have vast videos, vast advertisements, and then you have to integrate another SDK. It's going to be really cumbersome, trust me. So complete suite of ad formats should be offered to you in any SDK. And of course, the SDK browser, this is on SmartOS SDK because it keeps the users within the app when clicking in the banners. I mean, this happened like in the past couple of months, right? Yeah. Identical integration for both smartphone and tablets because your app might be targeted to both set of users. So the SDK is able to read regardless of where your users come from, whether a phone or a tablet. So this is the integration. Usually, like I mentioned earlier on in my slide, is that there are a few ways how you can integrate with different exchanges and platforms in order to pull the advertisement, but SDK so far has been the most efficient. Yeah. And also the size of the SDK matters. Currently SDKs in any given, I add Mopap or AdMop, it ranges about 400 over in size, okay? And it also depends on the file size of your application because say for example, if you are developing a utility app, you do not want to integrate an SDK which has 700 over MB. That's going to be crazy. So either you use one that is below 100 or you go for one that is open source. So that will ensure the efficiency of your application itself. Any questions so far? No? Okay. I'm done. Thank you.