CC BY
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ADVERTISING ECOSYSTEM Lam N.1, Thao L.2, Hieu L.3, Khoe N.4, Linh L.5, Huong L.6 (Russian Federation)
1Lam Nguyen - Student, DEPARTMENT OF COMPUTER SYSTEM DESIGN AND SECURITY, FACULTY OF INFORMATION SECURITY AND COMPUTER TECHNOLOGIES
2Thao Le- Student, DEPARTMENT OF GEOINFORMATION SYSTEMS, FACULTY OF INFOCOMMUNICATION TECHNOLOGIES; 3Hieu Le - Student; 4Khoe Nguyen - Student, DEPARTMENT OF SECURE INFORMATION TECHNOLOGIES, FACULTY OF INFORMATION SECURITY AND COMPUTER TECHNOLOGIES;
5Linh Lai - Student; 6Huong Luu - Student, DEPARTMENT OF COMPUTER SYSTEM DESIGN AND SECURITY, FACULTY OF INFORMATION SECURITY AND COMPUTER TECHNOLOGIES, SAINT-PETERSBURG NATIONAL RESEARCH UNIVERSITY OF INFORMATION TECHNOLOGIES, MECHANICS AND OPTICS, SAINT PETERSBURG
Abstract: internet advertising market is actively growing and developing, there are new niches and opportunities. Today, advertising on the Internet is not limited to a direct agreement between the advertiser and publishers. To derive maximum benefit from the variety of opportunities that exist in the network to promote their products, it is necessary to resort to other market participants, directly specialize in this. In this article we will list their basic versions. The growth of the market and the development of specialized tools have led experts to the understanding that the ecosystem needs to be expanded and a more detailed description of the main segments.
Keywords: advertiser, developer, game, application, ecosystem.
РЕКЛАМА ЭКОСИСТЕМ Лам Н. Ч.1, Тхао Л. Д.2, Хиеу Л. В.3, Кхое Н. Х.4, Линь Л. Т.5, Хыонг Л. Ч. Т. Т.6 (Российская Федерация)
1Лам Нгуен Чонг- студент, кафедра проектирования и безопасности компьютерных систем, факультет информационной безопасности и компьютерных технологий; 2Тхао Ле Дык - студент, кафедра геоинформационных систем, факультет инфокоммуникационных технологий;
3Хиеу Ле Ван - студент; 4Кхое Нгуен Хыу - студент, кафедра безопасные информационные технологии, факультет информационной безопасности и компьютерных технологий; 5Линь Лай Тхи - студент; 6Хыонг Лыу Чан Тхи Тхьен - студент, кафедра проектирования и безопасности компьютерных систем, факультет информационной безопасности и компьютерных технологий, Санкт-Петербургский национальный исследовательский университет информационных технологий, механики и оптики, г. Санкт-Петербург
Аннотация: рынок Интернет-рекламы активно растет и развивается, в нем появляются новые ниши и возможности. Сегодня размещение рекламы в Интернет не ограничивается прямой договоренностью между рекламодателем и паблишером. Чтобы извлекать максимум пользы из всего разнообразия возможностей,
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существующих в сети, по продвижению своих продуктов, приходится прибегать к услугам других участников рынка, непосредственно специализирующихся на этом. В статье мы перечислим их основные разновидности. Рост рынка и развитие специализированных инструментов привели экспертов к пониманию того, что экосистема нуждается в расширении и более детальном описании главных сегментов. Ключевые слова: рекламодатель, разработчик, игры, приложения, экосистемы.
In a July, 2014 survey, Google asked app developers around the world to share their experiences about the mobile app development process. Nearly a third told them that the most challenging area was growing their audience, and a quarter said monetization proved to be difficult. Developers felt that these two areas had the fewest resources and support. This course will hopefully help developers solve for this. Ads are an effective and easy way to monetize your app. In fact, ads are the most common way to make money from apps today. Let's dive in and review the ecosystem, taking a look at the players in the market and the metrics you'll use to measure your success.
The three players in the advertising game are users, advertisers, and publishers. Users are basically you and me, the people who use apps every day. Advertisers want to reach users, promoting their product or brand. Publishers offer advertisers their inventory, space for ads within their apps, allowing them to connect with the right users. Ideally, an advertising network strives to balance the needs of each of these three players for a win-win-win.
Now, let's explore each player's role a bit further, starting with the user. As Google says, focus on users and the rest will follow. Users are a key component of the mobile app ecosystem. They're the ones engaging with apps and are really the center of this whole app universe. As a mobile app developer, you constantly want to grow, connecting with more users who are likely to enjoy your app. Advertising is a great way for you to do just that. You have many channels available to reach your ideal audience and acquire new users with Google, including Search, Display, YouTube and Google Play. Before diving into placing ads, you want to identify your goals. Do you want to focus on increasing downloads? Well, then get more people around the world to download your app using app installs. Do you want to focus on re-engaging or existing users? Look at deeplinking to specific screens within your mobile app. Do you want to get noticed by a mobile audience? You can show ads for your website exclusively in mobile apps. No matter what your goals with advertising, it's important to reach a large audience on a global scale, showing ads that are relevant to the user. They'll be happy, and your revenue will show for it [1].
Let's look at the advertiser's perspective. Advertisers want to place their ads in high quality applications and reach the right audience. The increasing amount of time users spend in apps provides a valuable opportunity for advertisers. A window of engaged time to reach out and promote their offerings. But to be successful, advertisers must put the needs of the mobile user first. At Google, they believe at the best ad unit is the one that gets the interest of the user while providing a positive experience. They invest a lot of resources to offer a smart ads platform that can target users at the right place at the right moment with the right message. This gives advertisers the best opportunity to present their message in a way that is going to resonate with users. So just how does an advertiser gauge success on mobile? Here are some metrics that are typically important. Cost per install, or CPI. This is a fixed bid or rate paid when an app is installed. In other words, what it costs to acquire a new user. Value of impressions. Impressions are the units used to display an ad. These vary in value depending on the ad format and network. For example, a text ad will have less impact or value than an interactive banner ad or homepage takeover.
Click through rate, or CTR. This is the ratio of clicks on an ad to its number of impressions. The idea behind CTR is that the more relevant an ad is, the more clicks it will get. So successful ads generally have a higher CTR. To calculate CTR, take the number of clicks that an ad receives divided by the number of times the ad is shown. For example, if you had 5 clicks and 1,000 impressions, then your CTR would be 0.5%. Cost per click, or
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CPC. This is the amount paid for a single click on an ad. Most advertisers use this as their pricing model since they are only charged when a user clicks on their ad, rather than paying simply to show their ad. Cost per 1,000 impressions. Referred to as CPM. This is the cost incurred for showing an ad 1,000 times. CPM is typically used for building awareness, which is achieved by simply showing the ad. Keeping in mind the user and the advertiser perspectives, let's move on to the publisher side. First things first, what exactly is a publisher? A publisher is simply a developer who has a mobile app that they want to monetizing. In this instance, this is you. As a publisher, you'll monetize by selling ad space within your app to advertisers. Advertisers pay for this valuable space so they can show ads to users while they're engaging with your app. To maximize earnings, it's important for you, as a publisher, to continually grow your audience and keep users engaged with your app. This makes your ad space more valuable to advertisers. Here are some additional terms that you should be aware of. Ad request. An ad request is counted whenever your site requests an ad to be displayed. Fill rate. This is the number of impressions divided by the number of ad requests. The goal is to have a high fill rate, meaning that your app is showing a lot of ads, providing you with more revenue. eCPM. eCPM refers to the estimated income you'll see by showing 1,000 impressions in your app. This estimation is based on the historical performance and is proven with RPM, the actual amount of revenue earned per 1,000 impressions. Average ad revenue per user. This is the revenue earned from ads divided by the total number of users who were served the ads. In other words, it's the average value of each user to your bottom line. While there are many mobile ad networks out there today, you should look carefully at their fill rates, eCPMs, latency, like how quickly the ad loads, and the quality of the ads they show. With ads being the most common form of app monetization, it makes sense that the space is thriving from all points of view: the users, the advertisers, and you, the publisher. Ad serving networks provide a variety of tools to keep the app ecosystem booming, giving users positive, relevant experiences, advertisers the means to promote their offerings, and developers a way to earn money on their app [2].
Список литературы /References
1. A healthy advertising ecosystem. [Электронный ресурс]. Режим доступа: https://adwords.googleblog.com/2013/04/a-healthy-advertising-ecosystem.html/ (дата обращения: 15.04.2013).
2. The Mobile Advertising Ecosystem Explained. [Электронный ресурс]. Режим доступа: http://www.businessinsider.com/mobile-advertising-ecosystem-explained-2013-77/ (дата обращения: 26.07.2013).
Список литературы на английском языке /References in English
1. A healthy advertising ecosystem. [Electronic resource]. URL: https://adwords.googleblo g.com/2013/04/a-healthy-advertising-ecosystem.html/ (date of access: 15.04.2013).
2. The Mobile Advertising Ecosystem Explained. [Electronic resource]. URL: http://www.businessinsider.com/mobile-advertising-ecosystem-explained-2013-77/ (date of access: 26.07.2013).
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