Mining for ad gold in mobile apps
February 14, 2011 —
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You’ve created a great mobile app. Now what? Most new app developers—that is, someone developing his or her first app for an Android or iPhone—have a hard time getting “discovered” and making money from their apps, according to Pontiflex CEO and cofounder Zephrin Lasker and Moonbeam CEO Richard Harris. Both advise a strong ad strategy based on Google’s AdSense for Mobile Applications (AFMA) program, Pontiflex's AppLeads, or Apple’s iAd platform.
Pontiflex, a tech startup located in Brooklyn, N.Y, creates in-app ads called AppLeads that collect user data to send to app developers so that they can reconnect with customers to discuss new releases or updates. Advertising companies pay between US$80–100 clicks per thousand users on average, Lasker said.
Moonbeam currently has six apps (of the 45 Android and 25 iPhone apps it has written) in the Pontiflex advertising program, which is an SDK available free on its website to app developers. The SDK provides the coding to include AppLeads in any application for Android or iPhone. Ninety percent of the company's apps use Google’s AFMA program, which is currently in closed beta since 2009.
Harris said he’s only been working with Pontiflex AppLeads for three months, but that it has been a “productive and fast” three months, with his monthly revenue for all apps at $25,000 and steadily increasing with the addition of AppLeads to the company's application advertising strategy.
“No one has created ads that will work for apps," said Lasker. "For most ads, you have to leave the browser [by clicking on the ad located in the app, usually at the bottom of the screen], and it’s really slow.”
With Pontiflex, he continued, the user never leaves the application to sign up for, and view, an ad.
Brian Long, vice president of mobile development at Pontiflex, said in his presentation at the company's AppNation conference held late last month that end users are fully aware of what they are signing up for when they have their information sent to advertisers and the app developers’ database. For an AFMA app ad, users click the ad (not always intentionally as explained), and they are removed from the application, unaware of whether or not their data has been collected by a third party, he said.
Related Search Term(s): advertising, mobile development, android, iphone
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