Best Practice and Creative Optimization for User Acquisition

How interactivity is changing the game

The Install Process - Regular UA

InstallImpression User Engagement

Click

How playable ads and innovative creatives are changing this structure

ClickImpression InstallUser Engagement

How playable ads and innovative creatives are changing this structure

ClickImpression InstallUser Engagement

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LTV

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Experience

When design meets performance

Interactive & Playable Ads

300% increase in conversions compared to interstitial video ads

2x increase in ROAS compared to interstitial video ads

Rewarded Videos

87% completion rates

100% viewability

7x engagement rates compared to typical display ads

26% more likely to purchase compared to all other ad units

Interstitial Video Ads

2.3x engagement rates compared to banner ads

3.5x conversion rates compared to banner ads

Intro to ironSource interactive Labs

Playable

Games

Interactive Ads

Brands

Interactive End Card

Interactive in-ad insights: Audience preference data

By tracking the user’s choices in the interactive video, ironSource provides its partners with valuable insights

Best practicefor interactive ads

✔ Create a simplified version of an app highlighting the key elements

✔ Lower the learning curve with clear instructions and hints

✔ Set the difficulty level to easy-medium - guide users, but don’t give them all the answers

Best practicefor interactive ads

✔ Winning increases conversions

✔ Tease users with the ‘next level’

Best practicefor interactive ads

Enhancing UAStrategies

Enhancing UA Strategies: Audience & Suppression List

Sharing an audience list, containing users who have previously interacted with your app, enables better ad targeting and ensures better campaign ROI

Increased scale ● IPM rate (installs per thousands impressions) improves, which increases your rank in an advertising network, placing you higher up the waterfall

Ad spend optimization ● Avoid targeting users who have already converted - Reduce reattribution● Delivering specific messages for users based on their previous interaction

with the app

Enhancing UA Strategies: Attribution Models

View Through Attribution

Measures how many users download an app after viewing an ad, rather than clicking on it.

Gives a more comprehensive and accurate overview of UA campaign performance.

Benefits of VTA

● Measure campaign effectiveness

● Increase your installs

● Better waterfall position

Active Protect

Must analyze specific parameters and detectors in the traffic generated and setting the right thresholds that will make sure that potential fraudulent traffic will be detected

How ironSource combats fraud

PREVENTION

DETECTION

REACTION TEC

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L A Y E R S

Attribution Manipulation Detectors

Mean-Time-To-Install (MTTI)

CVR or CTI (Click to Install Rate)

Duplicate IPs

IP reputation and Data Center IPs

Jailbroken devices (iOS)

Country hopping

Thank You