the yin and yang of mobile advertising
DESCRIPTION
Advertising has traditionally been synonymous with 'art.' The ‘science’ in advertising evolved with the digital era when measurement and impact became possible on the Internet medium. In Mobile Advertising, the key challenge is to provide a compelling user experience through a combination of Art and Science; by balancing the Yin (of beautiful ad experiences that your users love) & the Yang (of leveraging deep understanding of your audience for better targeting, analytics & monetization). Gamers go through an emotional roller coaster during a game play. A fine blend of leveraging Art & Science can now help you deliver the best user experience (tied to their emotional state) and earn revenue at the same time. Piyush Shah, Vice President Products, InMobi, will talk about how this Yin & Yang works for mobile advertising, especially for game developers, both for effective monetization and user acquisition.TRANSCRIPT
The Yin and Yang
of Mobile Advertising
Advertising
Piyush Shah
VP, Products at InMobi
InMobi
• World’s largest independent
mobile advertising platform
• 872 mn unique users, 165
countries, 420 TB/month of data
• Funded by Softbank Japan,
KPCB & Sherpalo Ventures
• Work with top App developers,
Brands & Commerce clients
globally18 Nov 2014
Yin & Yang – the right blend of Art & Science
Yin in Mobile is…
Art… Emotion…
Yin in Mobile Gaming is…
Designing for the ”right” user experience AND ‘protecting’ it
Yin in Mobile Gaming is also….
Being aware of the ‘Emotional roller coaster’ your users are going through
Yang in Mobile is…
• Device • OS• Browser
• Age• Gender • Ethnicit
y
• City/Zip
• Carrier• POI
• Session Time• Engagement
s• User History
• App ownership• Activity patterns• Moods/Emotions
• In-app purchase behavior
• Life time value
Understanding how your user context & data is a powerful ‘goldmine’
Yang in Mobile is…
Leveraging these data signals & building Consumer profiles is the SECRET sauce
Yang in Mobile Gaming
Loves casual games
Loves “Bubble
burst” gamesLoves “Endless runner” games
Loves “Pattern matching”
games
Building granular user profiles based on ‘underlying’ gaming concepts
How does this Yin &
Yang come together for
Mobile Monetization &
User Acquisition ?
• Art – Preserved user experience by monetizing through
InMobi’s Native Ads platform; NO banners
• Emotion – Blended different Ad experiences (Native
Interstitial vs Video Ads vs Rewarded Video) with game;
according to user’s emotions and ‘state of mind’.
• Reduced user fatigue by frequency capping & Ad
rotation - # of ads shown at a session, daily or lifetime
level
• Improved eCPM monetization by showing the most
relevant ads (thru better targeting & prediction) based on
overall consumer profile
Case study: Game Monetization – ‘Endless runner game’
Western
countries
Eastern
countriesHoliday seasonRich media Static ads
Targeted & optimized for the highest LTV users
• Users with preference for related game genre –Fantasy, Strategy, Action games
• Users that have shown high propensity to ads thru lookalike targeting
• Negatively target existiing users & non-high LTV users
• Dynamically changed bids based on LTV,
Provided a compelling creative experience –‘Ads that users love’
• Seasons, Festivals, Global events
• Time of day, place, 3G vs Wifi
• Culturally, Localised
Case study: User Acquisition - Midcore game
It has the nature of life, namely, to connect organically the polar
opposites, the stumbling blocks of logic, and to unite them in an all
embracing rhythm.
Lama Govinda
Parting thought…
Lets connect on Twitter!
I’m @shahbuckler
@InMobi