LIVE FROM DROIDCON LONDON: App monetisation companies LoopMe, StartApp and Airpush advised Android developers to try a range of approaches to maximise advertising revenue derived from their apps.

Stephen Upstone, CEO and founder of social ad network LoopMe, said developers should try different advertising options and evaluate the results each quarter to work out the best approach.

Developers should also avoid aggressive ad formats as they risk driving users away. “You have to start with your users and the app experience. We tend to be much less intrusive, using the social data for discovery,” Upstone said.

StartApp senior account manager Ariel Shimoni (pictured on left) advised developers to distribute their apps across different Android app stores to see how different approaches work.

He added that the way in which advertising impinges on the user interface of apps and the device should be considered carefully. “It’s important for the entire ecosystem to build a system where developers can make money and user experience isn’t ruined,” he said.

He gave the example of StartApp’s terms and conditions page which is simple and colourful, meaning users will be quickly made aware of the service they have signed up to use. “It’s a transparent way to send the message out there,” he said.

Airpush COO Inman Breaux (pictured with Shimoni) stressed the importance of good ad curation and targeting. “It really depends on the type of app,” he said. However, he warned developers to avoid static banner ads as they are ineffective due to the high rate of accidental clicks which reduce their value.