Project Overview
Through our extensive ad optimization experience managing billions of impressions for our clients, we know just how difficult it is to uncover a mobile app’s optimal advertising mix and achieve the highest long-term revenues.
We were previously forced to use workarounds – with tools not built for the purpose – because we found there was nothing on the market specifically designed to solve this problem.
So we decided to build a better solution ourselves.
The result is AppMojo: a unique tool designed to help mobile developers maximize ad revenue while preserving user experience.
Organisation
Team
Tantaratorn Tanalerd
Benjawan Tanarattanakorn
Watcharin Sripongpunkul
Phuwasit Konthong
Sanguansak Nanuet
Paptawan Nakchamrassri
Visaka Phermpornsagul
Anusidh Pavamontri
Seva Safris
Pop Panchapol
Bob Gallagher
Project Brief
No two apps are the same, and what works best for one app in terms of advertising may not hold true for another. Industry best practices act as a starting point, but a systematic testing process is the only way to find the optimal setup.
With this in mind, we set out to empower publishers to achieve 3 key goals:
1. To be able to run experiments capable of testing each possible ad variable.
2. To measure the impact of variable changes on all key revenue, engagement and retention metrics.
3. To maximize long-term ad revenues while preserving optimal user experience.
AppMojo helps developers find their advertising sweet spots without using unreliable guesswork, which may ultimately repel users and cause a drop in revenue.
Project Need
AppMojo is a responsive web application that enables publishers to experiment with different ad formats, frequencies, placements, refresh rates and numerous other variables that all have an impact on performance.
Prior to its release, there was no tool on the market capable of empirically discovering a mobile property’s optimal advertising mix.
AppMojo is built by app developers for app developers, leveraging our understanding of the market need. By utilizing our all-encompassing platform, developers can now know which ad configuration is most likely to achieve the highest 'User Lifetime Value' (LTV), and which combination of formats will generate the most revenue over the long-term.
In addition, developers can measure the direct impact of different ad formats on user experience (UX), one of the key concerns when introducing anything relating to ads.
Developers can now effortlessly achieve the optimal balance between maximizing earnings and preserving UX, something that was previously impossible to measure in an accurate way.
User Experience
It is very hard for publishers to know what exact parameters to set for a particular ad format. For example: how to achieve the optimal refresh rate, placements, and frequency.
These metrics have a direct impact on user experience, and changes can result in lost users, negative App Store reviews, and subsequent lost revenue. Moreover, such changes generally require an app update to be submitted and approved, which means a delay in going live.
AppMojo conquers these pitfalls by equipping developers with the tools to test new ad settings safely on a small sample of users. The results can then be analyzed and the winning variant deployed immediately, with no App Store update needed.
The AppMojo web application itself is designed following Google’s material design principles to provide a familiar experience to app developers, and provide consistency with the Admob experience with which the service integrates.
Project Marketing
AppMojo is built on top of Google’s AdMob platform, making it effortless to integrate and begin running controlled experiments immediately. Our initial strategy is therefore targeting those already utilizing the Admob platform, by engaging with the Google community at Google events.
Our marketing rollout is still in the early stages as we scale out the platform on an invite only basis, but top app publishers with millions of users are already signing up as part of the initial rollout.
Project Privacy
We connect securely to Google Admob’s APIs and all data is securely hosted.
AdTech
Digital and Tech has revolutionized advertising. This category recognizes the role of tech solutions in providing new platforms and opportunities for marketers to increase voice and gain awareness of their product or service.
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