Over the course of the last six years, the mobile economy has evolved, and so has the definition of mobile monetization. We frequently hear from new partners just getting started with us that they are in search of the best way to utilize their impressions and win in mobile. Our mobile monetization solution, mMedia.com, gives developers the tools to maximize the value of their impressions and effectively grow their base of users while making more money!
The first thing we “Millennials” introduce to our partners is the term “Yield Management.” We believe in being highly consultative in our approach. We want to make sure you are maximizing your overall “yield”, and fully understand the levers you can pull to make the difference in the performance of your applications and mobile websites. This may mean utilizing your impressions for ‘house ads’ to drive new users to your suite of applications. Or, this could mean monetizing your impressions, and balancing eCPM and fill rate goals. Maximizing the yield from your impressions is one way we differentiate ourselves from others in the app economy ecosystem, and is proven to be the most successful formula for developers worldwide.
As a developer, you need to make money.
Sometimes you may be lured into thinking that eCPM is THE only metric for success. The truth is, some folks in the mobile ecosystem may have better eCPMs, but they simply cannot deliver them at a meaningful fill rate. The same goes for fill rate. Some will focus solely on a high fill rate. A high fill rate means you are likely receiving more performance-based advertising at the expense of premium brand campaigns. Focusing too much on one metric or the other could deliver a less than optimal overall yield for you.
You also need to remember that not all impressions are created equal.
Each impression has a different value to an advertiser. The first impression viewed by a user is far more valuable than the 25th impression. An impression that includes location and metadata (age, gender, ethnicity, household income, etc.) can ensure that your customers see the most relevant campaigns available in the marketplace. Millennial Media can help you capitalize on these value-added impressions by understanding the audience that is engaging your application or mobile website, and matching them with the right premium brand advertisers.
As a result, you can make even more money in the short – and long term.
The key to your success is making sure you get the most out of your impressions. Your impressions can help you make money in more ways than one. Leverage your impressions to drive new users with house ads. Balance eCPM, fill rate and impression quality by focusing on the monetization partners that deliver the best overall yield. Net dollars in your pocket should be your ultimate goal as you select the best companies to partner with. Millennial Media gives you the platform to effectively achieve this.