Navigating Google's tools for greater game revenue
In the fiercely competitive arena of game publishing, every cent you earn can be viewed as a soldier in your revenue army.
Now, let's embark on a quest through Google's ad management platforms, AdMob and Ad Manager, and unlock the secrets of escalating your game's ad revenue.
Let's delve into these powerful tools, to better understand how they can boost your revenue trajectory in the game publishing universe.
Before we plunge into the depths, let's familiarise ourselves with the basics of Google AdMob and Ad Manager. These tools can be stepping stones towards a more profitable game publishing journey.
AdMob serves as an excellent resource for partners who prioritize open auction, mediation, or open bidding, and those without a sophisticated direct business. It's a self-sufficient tool that is straightforward to manage, making it an ideal starting point.
In March 2023, AdMob boasted integration in a whopping 88 percent of Android apps and approximately 80 percent of iOS apps that leveraged ad network SDKs, according to App Mysite.
Ad Manager is a powerhouse tool for focusing on monetizing across platforms and ideal for those with a significant direct sales function.
💡Key Insight: Multiple Customer Management (MCM) Account and Inventory feature as well as First and third party Audience Data Management is only available to Google Ad Manager 360 users.
Google Ad Manager offers some unique additional features compared to AdMob. Let's delve into these key differences.
The tick means a feature is available. The cross shows the feature isn't available.GAM360 only implies the feature is available only for Google Ad Manager 360 users. The features not listed here are available on both platforms.
Ad Manager provides additional demand by striking programmatic deals with buyers and offering advanced optimization techniques such as Target CPM.
💡GAM Key Benefit: Increases reach to advertisers, consolidates all interactions onto one platform, and offers a range of collaboration options.
❌GAM Potential Challenges: There may be instances when Ad Manager can't meet the target CPM, such as when the rule is new, lacks sufficient data for optimization, or when inventory traffic fluctuates significantly.
In the dynamic landscape of game publishing, diversification is key. Direct and programmatic approaches offer one way to diversify your demand stack and future-proof your revenue.
Platforms like iion streamline this process, facilitating easy integration for publishers by utilizing direct demand, private marketplaces (PMPs), programmatic guaranteed (PGs), and open auctions.
iion targets markets where publishers typically see weaker demand, providing a platform that enables targeted, engaging, and scalable game advertising.
iion's innovative adtech helps publishers secure long-term success and boost their revenue through strategic partnerships with premium brands offering access to a diverse portfolio of media buyers.
iion’s proprietary self-serve advertising platform bridges the gap between monetisation and advertising across IAB gaming environments by providing a platform that enables targeted, engaging, and scalable game advertising.
immersiion facilitates relationships between publishers, global brands and agencies such as Omnicom Media Group, MMPWW, Entravision, M&C Saatchi, Innity, TotallyAwesome amongst others.
iion helps game publishers tap into the hidden potential of their games by providing access to unique demand sources and industry expertise. This is essential for revenue longevity and publisher success.
iion has identified that certain regions exhibit greater potential for investment in game advertising by demand partners such as the APAC, MENA, LANTAM regions which present a sizeable opportunity. This provides publishers who utilise iion with a diverse and substantial demand base.
According to bankmycell, the APAC region is expected to generate $67.53 billion, or 49% of total worldwide game revenues this year (2023) and $80.9 billion by 2025. This makes it a highly lucrative market for game advertising.
It’s key to remember that successful revenue maximisation lies not in the platforms, but the demand routed through them. Hence, diversifying demand sources, via multiple ad networks, direct sales, programmatic deals and more, is a recommended strategy and iion does this for you.
iion’s cutting-edge adtech enables publishers to achieve long-term success and increase their revenue through strategic partnerships with premium brands offering access to a diverse portfolio of media buyers.
With the right tools and brand partners, you can not only withstand the upcoming changes to Google bidding changes but also thrive in the face of them.
Press play with iion today to boost your game's revenue. Together, we can transform your game's revenue landscape.
Team up with iion - your trusted sidekick in the game of revenue generation.