Seven years ago, Cheetah Mobile began as a small company of ten employees that built software for PCs. Today, they are a leading developer with over one thousand employees. Their popular apps Clean Master and Battery Doctor have been downloaded by millions around the world and Clean Master itself has over 600 million MAU worldwide.
The Problem
With an ever growing user base, Cheetah Mobile needed to find creative ways to help them reach their global user base while monetizing their apps with innovative new ad formats. They needed to be able to use diversified high-quality ads to improve their revenue while also preserving the user-focused experience of their apps.
The Solution
Cheetah Mobile work with Google, using AdMob to find new ways to improve the performance of their apps. Cheetah expanded on their use of native display ads by introducing the newly launched native video format. By doing this, Cheetah was able to diversify the ad mix and increasing user engagement by tapping into the branding power of video. Opting in to video ads alongside display ads resulted in higher overall performance.
The Results
By implementing these simple changes and taking advantage of Google newest native ad format, Cheetah Mobile saw a lift in eCPM’s of +34% and were able to increase their revenue by +31%. By placing video ads optimally within the flow of the app - on the results page after the intended user action was complete - Cheetah was able to maintain a highly engaging, but non-intrusive ad experience. Customizing the video ads to match the look and feel of their apps further ensured that introducing new ads did not disrupt the user experience.
“Native ads are the leading format in utility apps, and video ads are the next big thing in mobile advertising. AdMob provided the perfect solution for both: native video ads. The performance we have seen from AdMob is very encouraging and has already resulted in a revenue boost.“ -- Chen Yong , SVP of Cheetah Mobile.
To check out our other success stories, visit us at at the AdMob website. Remember to stay connected on all things AdMob by following our Twitter, LinkedIn and Google+ pages.
Posted by Jessica O'Brien, Mobile Product Specialist
Posted by Patricia Correa, Head of Developer Marketing, Google Play
We’re wrapping up our annual global Playtime series of events with a last stop in Tokyo, Japan. This year Google Play hosted events in 10 cities: London, Paris, Berlin, Hong Kong, Singapore, Gurgaon, San Francisco, Sao Paulo, Seoul and Tokyo. We met with app and game developers from around the world to discuss how to build successful businesses on Google Play, share experiences, give feedback, collaborate, and get inspired.
You can now watch some of the best Playtime sessions on our Android Developers YouTube Channel, as listed below. The playlist opens with a video that celebrates collaboration.
Learn how we're helping users discover apps in the right context, creating new
ways to engage with users beyond the install, and powering innovative
experiences on emerging platforms like virtual reality, wearables, and auto.
Android development is more powerful and efficient than ever before. Android
Studio brings you speed, smarts, and support for Android Nougat. The broad range
of cross-platform tools on Firecase can improve your app on Android and beyond.
Material Design and Vulkan continue to improve the user experience and increase
engagement.
Daydream View is a VR headset and controller by Google that lets people explore
new worlds, or play games that put them at the center of action. Learn how we're
helping users discover apps in the right context and powering new experiences
with Daydream and Tango.
Augmented reality engages and delights people everywhere. In this fireside chat,
online furniture seller Wayfair and Niantic's Pokémon
GO share their experiences with AR and discuss how other developers can make
the most of the platform.
Learn how to create apps and games for emerging markets, which are expected to
drive 80% of global smartphone growth by 2020, by recognizing the key challenges
and designing the right app experiences to overcome them.
At minute 16:41, hear tips from Hugo Obi, co-founder of Nigerian games developer
Maliyo.
Set your app up for success using experimentation and iteration. Learn best
practices for soft launching and adapting your app for different markets and
device types.
Planning and executing a great growth strategy involves a complex set of choices
and mastery of many tools. In this session we discuss topics including key
business objectives, tools, and techniques to help you solve the growth puzzle
with our partner, SoundCloud.
User growth isn't just about growing the number of users you have. The key to
sustainability is creating and delivering core product value. In this session,
VC Greylock discusses how to identify your core action to focus on and shows you
how to use these insights to optimize your app for long term growth.
As the app marketplace becomes more competitive, developer success depends on
retaining users in apps they love. Find out which Google tools and features can
help you analyze your users' behaviors, improve engagement and retention in your
app and hear insights from others developers including Lifesum.
Deepdive into lifetime value models and predictive analytics in the apps ecosystem.
Tactics to get the most out of identified segments and how to upgrade their
behaviors to minimize churn.
Learn about Google's efforts to enable users, around the world, to seamlessly
and safely pay for content. This session provides updates on Google Play billing
and recent enhancements to our subscriptions platform.
Customize your game's experience for different users by targeting them with lifetime value
models and predictive analytics. Hear how these concepts are applied by
Space Ape Games to improve retention and monetization of their titles.
Learn how to use Google's latest tools, like Firebase, for benchmarking,
acquiring users and measuring your activities. Also, hear game
developer Seriously share their latest insights and strategies on YouTube
influencer campaigns.
Learn how successful developers keep their games fresh and engaging with Live
Operations. In this talk, the LiveOps expert on Marvel: Contest of Champions
discusses tips about the art and science of running an engaging LiveOps event.
Family-based households with children have higher tablet and smartphone
ownership rates than the general population. These families are more likely to
make purchases on their mobile devices and play games. Learn about how parents
choose what to download and buy, and how you can prepare for maximum conversion.
Papumba has a clear vision to grow a global business. Hear how they work with
experts to adapt their games to local markets and leverage Google Play's
developer tools to find success around the world.
You've spent time and resources getting users to download your apps, but what
happens after the install? Learn how to minimize churn and keep families engaged
with your content long term.
PlayKids has been at the forefront of the subscription business model since
their inception. See how they best serve their subscribers by refreshing their
content, expanding their offerings and investing in new verticals.
