enhancing user experience with rewarded ad monetization
TRANSCRIPT
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Closing the loopEnhancing user experiencewith Rewarded ad-monetization
Casual Connect Kiev, October 2017
Tal ShohamVP International Business Development, ironSource
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Changing the focus
Ad Monetization
Revenue
Attention for IAPs
Attention Ad Monetization
IAP Revenue
Revenue Attention
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How we analyze
IAP metrics
● % of paying users
● Retention rate
● Churn rate
● Average session duration
● ARPU / ARPDAU / ARPPU
● Type of reward - virtual goods
● Timing
● Minnows / Dolphins / Whales
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How we analyze
IAP metrics
● % of paying users
● Retention rate
● Churn rate
● Average session duration
● ARPU / ARPDAU / ARPPU
● Type of reward - virtual goods
● Timing
● Minnows / Dolphins / Whales
Rewarded Ad Monetization Metrics
● ER / UR
● Retention rate
● Churn rate
● Average session duration
● ARPU / ARPDAU / ARPDEU
● Type of reward
● Timing
● Minnows / Dolphins / Whales
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Engagement Rate and Usage Rate
Engagement Rate Usage Rate
6 Videos
100%Users
40%Users
1,000,000 DAU * 40% ER = 400,000 daily engaged users400,000 * 6 (UR) = 2,400,000 daily video impressions
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App A App B
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7.0
6.0
5.0
4.0
3.0
2.0
1.0
53% 7
EngagementRate
Usage Rate
50%
40%
30%
20%
10%
App A
7.0
6.0
5.0
4.0
3.0
2.0
1.0
12% 3
EngagementRate
Usage Rate
50%
40%
30%
20%
10%
App B
7.0
6.0
5.0
4.0
3.0
2.0
1.0
6
EngagementRate
Usage Rate
50%
40%
30%
20%
10%
Casino subcategory average
31%
6X
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How to improveER and UR?
Placement ● Test alternative placements - from storefront to natural breaks
in the app
● Maximise the ad’s visibility, discoverability with minimal number of clicks for user
Reward ● How important is the currency to playing the game?
● Different currencies for each ad unit
User Flow● Is the ad product integrated at the optimal trigger points?
● Ad units should be available exactly when users need rewards
Traffic Driver ● Where are your traffic drivers located?
● Are the traffic drivers clear and self explanatory?
● Give them a consistent look & feel
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The Power of Exponential Rewards
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Case Study
Not Doppler● Smart rewarding scheme matches in-game
economy for their game Earn To Die 2
● Video reward system adapted to player’s in-game progress with exponential inflation for upgrades in the app
● Benefits
○ Engagement rate increased to 25% - 38%
○ Earn to Die 2’s ER went above subcategory averageUR increased from 4.5 to 6
● Engage Rate between 25% and 38% ● Market Benchmarks
Oct Nov
10%
20%
30%
40%
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Boost ARPDAU withNew Ad Placements
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Case Study
Fiveamp● Wanted to boost monetization and ad
engagement without disrupting user experience
● Added additional placement of RV
● Enhanced ad appeal and visibility by offering users the choice between 1 reward, or watching an ad and receiving 3
● Benefits
○ ARPDAU increased x2.5
○ 165% increase in revenue
○ 94% boost to ER
Earnings Before Additional Placement Earnings with the Additional Placement
RevenueJumps 165%
● Revenue Growth
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SegmentationNot all users are equal, so don’t treat them like they are
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1 2 3Paying vs. non-paying
usersEngaged with ads vs. non engaged
users
Custom in-app event i.e. Level 5 reached
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Impressions *User quality for
advertisers IPM
Implementation - Placements, Flow
Engagement Rate Usage Rate(Imp/engaged user)
VisibilityAttractiveness
TimingAlignment with virtual economy
eCPM
Revenue =
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Thank You