July 23, 2014

Ads Within Apps, the Rovio Approach

Simply put, ads within apps can be a sore topic on all sides.  Nobody likes to see ads popping up every time they perform an action on their phone. Yet developers have to do something to offset their efforts.  How do they do this yet still release the app/game into the market for free? They toss in some ad support.  Free apps often get better traction when they go viral as this will potentially land on more devices.

Take a look at the recent release of Angry Birds Full (free) version with ad support.  Rather than selling it at a buck a piece for flat out purchase, they dropped it in the market at no cost.  Why would a developer of a sure-fire hit give up thousands of dollars in app sales?

“Rovio is excited about the partnership with Google’s AdMob as we explore new business models that will allow us to maximize reach across mobile platforms,” said Peter Vesterbacka, Mighty Eagle of Rovio. “The launch of a free, ad-supported version of Angry Birds was a great success with over 2 million downloads on Android in its first weekend.”

Here’s an excerpt from Google’s Mobile Ad Blog:
We are excited to work with Rovio and help them reach their 100 million download target with this free ad-supported version. AdMob continues to be committed to working with mobile developers and publishers to help them build sustainable businesses on mobile.” Charles Yim, Google Mobile Partnerships

Three million downloads later, Angry Birds is flying off the virtual shelf at no cost to the user.  It’s probably pretty safe to say that the sheer volume of ad impressions and clicks is making Rovio more than a little coin.  Would you prefer to pay 99¢ to remove the ads?

AdMob-Growth