Know your boundaries and focus | Jason Parmar - Ad Monetization Expert | Episode 23

Jason Parmar is an ad revenue expert with over ten years of experience in ad monetization. He’s spent time with massive companies like Microsoft, King, Activision/Blizzard, and Oath, where he honed his skills in digital advertising and revenue growth.

 

In this episode, we discuss:

• Ad monetization is crucial to revenue generation, and is trending towards automation 
• Hybridization: in-app purchases + ad monetization will boost your engagement/revenue
• Ad placement testing: Understand your boundary conditions to integrate ads without compromising UX
• Regulation and technology influence how companies approach user acquisition and ad tech trends

Chapters:

(0:00:33) Introduction of Jason Parmar, a monetization expert

(0:01:07) Jason's background and experience in ad monetization

(0:02:52) Definition of ad monetization and programmatic advertising

(0:05:09) The importance of ad monetization and its potential revenue

(0:07:03) Example of using ads to drive in-app purchases

(0:08:44) Introducing ads in a way that enhances user experience and revenue

(0:10:21) Testing and setting boundaries for ad monetization

(0:11:34) Overcoming concerns and objections to ad monetization

(0:12:01) In-app purchases and revenue growth

(0:12:31) Testing the market in India for profitable user acquisition

(0:13:01) Rewarded video ads as a popular and tolerated format

(0:14:21) Optimizing in-app purchases and advertising for user growth

(0:17:26) International expansion and bundling Indian inventory for advertisers

(0:19:22) Considerations for large companies starting ad monetization

(0:20:47) Setting quality bar and boundary conditions for ad monetization

(0:21:38) Addressing concerns about ads cannibalizing users

(0:22:48) Having a long-term plan for tapping into different advertising options

(0:22:55) Introduction to the main topics of the discussion 

(0:23:09) The importance of never running ads without setting boundaries

(0:24:33) The significance of using a unified auction for ad efficiency

(0:25:39) The impact of latency on user experience and ad monetization

(0:28:08) The threshold for considering direct sales and the benefits of partnerships

(0:30:42) The ideal number of monthly active users to start direct sales

(0:31:53) Reasons for pre-buying ads instead of going through auctions

(0:32:19) The importance of guaranteed inventory for advertisers

(0:33:18) Realizing technical issues with ad delivery and the impact on performance

(0:33:59) Fixing technical debt and changing the ad server can significantly increase revenue

(0:34:30) User acquisition teams often overlook the revenue from ad monetization

(0:36:19) Ad whales and the importance of considering ad monetization alongside IAP

(0:37:44) The need for data science and predictive abilities to determine user value

(0:38:15) The importance of ad monetization and user acquisition teams working together

(0:39:53) The idea of purchasing more ad opportunities as a subscription

(0:41:01) Emerging trends in ad tech, including regulation and new ad formats

(0:43:28) The rise of subscription offerings and the potential for more ad-free versions

(0:44:31) The resurgence of lifecycle marketing and direct sales in the digital space

(0:46:03) The role of salespeople in the future of ad tech

(0:46:49) Programmatic guaranteed and automation in ad sales

(0:48:29) Efficiency and automation in direct sales

(0:49:03) The role of media planners in leveraging tools for inventory

(0:50:17) Building lasting partnerships in ad sales

(0:50:43) Lead generation and automation in ad sales

(0:51:11) Opportunities for bespoke and custom ad sales

(0:51:29) Conclusion and closing remarks

 

Link to Transcript: https://www.mavan.com/growthscale-episode-23-jason-parmar/

Disclaimer: 

All opinions are Jason's own, and do not represent the position or opinions of the Company.