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  1. 1. Best practices to deliver LTV: Insights on generating ROI-positive traffic for free-to-play mobile games Kaya Taner– 28/11/2013   Kaya Taner– AppLift – Berlin | San Francisco | Seoul – www.applift.com Part of
  2. 2. Who  is  talking?   Kaya Taner  CEO  &  Co-­‐Founder  AppLi2    70  people+,  offices  in  Seoul,   Berlin  and  San  Francisco    Acquiring  millions  of  users  per   month  for  150+  games     Kaya Taner– AppLift – Berlin | San Francisco | Seoul – www.applift.com 2  
  3. 3. The  3  waves  of  paid  User  Acquisi<on   Top  charts   Goal   Lowest  CPI   ROI  posi<ve   Top  posiPon   High  volume   LTV  >  CPI   Pricing   Flat  fee   CPI   aCPI   SDKs   No  SDK   Many  SDKs   Few  SDKs   IncenPvized   2011   Non-­‐incent   2012   Non-­‐intrusive   2013+   Ad  type   Kaya Taner– AppLift – Berlin | San Francisco | Seoul – www.applift.com   3  
  4. 4. How  to  buy  ROI  posi<ve  traffic   Tracking  setup   App  Store   opPmizaPon   Traffic  buying     Kaya Taner– AppLift – Berlin | San Francisco | Seoul – www.applift.com 4  
  5. 5. Tracking  setup   Campaign  tracking   In-­‐game  tracking    A[ribuPon  of  installs  to   paid  and  non-­‐paid   channels    Tracking  of  in-­‐app   events  to  measure  and   analyze  user  behavior    Methods:  Fingerprint,   IDFA/Android  ID    Players:    Players:   Common  iden<fier  needed  to  match  channels  with  in-­‐app  behavior     Kaya Taner– AppLift – Berlin | San Francisco | Seoul – www.applift.com 5  
  6. 6. KPI‘s  for  in-­‐game  tracking   ROI-­‐posiPve  User  AcquisiPon   RetenPon     Day  1,  7,  30     DAU     DNU   Engagement     Average  Pme  in   app  /  session     Total  daily   sessions  /  DAU   Virality   •  K-­‐factor  (viral   growth  rate  per-­‐ user     •  •  MonePzaPon   Trackable:  Social  Media,   Referrals,  Invites  etc.   Non-­‐trackable:  Word  of   Mouth     ARPU  =  total  revenue  /  #  users       ARPPU  =  total  revenue  /  #  paying  users     MonePzaPon  rate  =  %  of  users  that   made  in-­‐app  purchases         Kaya Taner– AppLift – Berlin | San Francisco | Seoul – www.applift.com 6  
  7. 7. The in-game KPI‘s in the User‘s Lifecycle   Kaya Taner– AppLift – Berlin | San Francisco | Seoul – www.applift.com
  8. 8. How  to  buy  ROI  posi<ve  traffic   Tracking  setup   App  Store   opPmizaPon   Traffic  buying   eBook  on  Mobile  Games  Marke<ng     Available  for  free  download  on      www.AppLiT.com     Kaya Taner– AppLift – Berlin | San Francisco | Seoul – www.applift.com 8  
  9. 9. How  to  buy  ROI  posi<ve  traffic   Tracking  setup   App  Store   opPmizaPon   Traffic  buying     Kaya Taner– AppLift – Berlin | San Francisco | Seoul – www.applift.com 9  
  10. 10. Find  the  right  traffic  sources   It  is  cri<cal  to  understand  and  iden<fy  the  best  traffic   sources  for  your  target  your  users     In  app   In  game   Mobile  Web     Kaya Taner– AppLift – Berlin | San Francisco | Seoul – www.applift.com 10  
  11. 11. Address  the  users  appropriately   Find  the  best  performing  way  to  reach  the  audience     and  address  your  poten<al  new  users     •  Performance  based   Pay  for  new  gamers  on  a  risk-­‐free  CPI,  opPmize  the   channels  based  on  eCPI   •  +  Non-­‐incen<vized   Understand  if  a  higher  chart  posiPon  really  pays  off  or   if  a  sustained  campaign  has  be[er  returns   •  +  Non-­‐intrusive  (detailed)   Ensure  that  your  game  is  presented  in  the  best   possible  way           Kaya Taner– AppLift – Berlin | San Francisco | Seoul – www.applift.com 11  
  12. 12. Examples  of  non-­‐intrusive   integra<ons   Tailor  the  use  of  ads  and  promo<ons  to  your  product,   gameplay  and  enrich  the  user  experience   If done right, non-intrusive ads can show average CTR’s of 13%, Conversion rates of 16% and result in eCPM’s of 33 USD for the publisher   Kaya Taner– AppLift – Berlin | San Francisco | Seoul – www.applift.com 12  
  13. 13. Understand  the  real  cost  of  your   acquired  users   CLV  >  eCPI   eCPI  takes  into  account  all  the  costs  induced  by  the  acquisiPon   of  one  user  as  well  as  free  installs   •  Fixed  costs   •  Setup  costs   •  “Free”  promoPons   •  Virality  (K-­‐factor)   •  AddiPonal  organic   installs     Kaya Taner– AppLift – Berlin | San Francisco | Seoul – www.applift.com
  14. 14. Modeling  CLV   CLV   RDk  =  reten*on  rate  on  day  k   ARPDAUk  =  Average  revenue  per  daily  ac*ve  user  on  day  k   Reten<on   50%   40%   30%   20%   10%   0%   D1   D3   D5   D7   D9   D11  D13  D15  D17  D19  D21  D23  D25  D27  D29     Kaya Taner– AppLift – Berlin | San Francisco | Seoul – www.applift.com
  15. 15. What  does  this  mean  for  your  launch  <meline? 4  weeks  before   submission   2  weeks  before   launch   Game  is  live!   •  Integrate  install   tracking  SDK  and   in-­‐game  tracking   SDK   •  Set  up  campaigns   with  traffic   partners   •  Prepare  crea<ves   •  Set  up  tracking   •  Review  in-­‐game   events   •  Op<mize  eCPI‘s   for  traffic  source   and  es<mate  CLV     Kaya Taner– AppLift – Berlin | San Francisco | Seoul – www.applift.com  
  16. 16. Talk  to  us Kaya  Taner   CEO  &  Co-­‐Founder     kt@appli2.com   Download  eBook  at  www.appliT.com     Kaya Taner– AppLift – Berlin | San Francisco | Seoul – www.applift.com
  17. 17. BACKUP     Kaya Taner– AppLift – Berlin | San Francisco | Seoul – www.applift.com 17  
  18. 18. Iden<fy  ROI  posi<ve  channels   Source   CPI   K-­‐Factor   eCPI   CLV   D1  –  Ret.   Level  Comp.   1   $1.90   1.06   $1.79   $1.64   32%   17%   2   $2.10   1.02   $2.06   $2.01   41%   10%   3   $2.50   1.01   $2.48   $2.37   39%   21%   4   $2.70   1.23   $2.20   $2.87   54%   49%   5   $1.80   1.12   $1.61   $1.97   52%   46%   6   $1.90   1.04   $1.83   $1.64   37%   23%   7   $1.50   1.08   $1.39   $1.74   49%   …   42%   Matching  the  eCPIs  with  every  channels  individual  CLV  will  allow   you  to  adjust  the  CPIs  and  channel  selecPon  accordingly     You  can  scale  your  user  acquisi<on  with  ROI  posi<ve  channels     Kaya Taner– AppLift – Berlin | San Francisco | Seoul – www.applift.com 18  
  19. 19. Wave  1:  Buy  a  chart  posi<on   “Can  you  guarantee  a  chart  posi<on?”     Kaya Taner– AppLift – Berlin | San Francisco | Seoul – www.applift.com 19  
  20. 20. Wave  2:  Buy  volume  on  CPI   “Give  me  as  many  installs  as  possible   for  this  CPI!”         No  tracking  beyond  the  install     CPI  adjusted  based  on  happiness   with  volume     Kaya Taner– AppLift – Berlin | San Francisco | Seoul – www.applift.com 20  
  21. 21. Wave  3:  Buy  ROI  posi<ve  traffic   “I  will  only  pay  as  much  as  the  user  is   worth  in  my  game!”       Track  the  quality     CPI  adjusted  based  on  quality   delivered     Kaya Taner– AppLift – Berlin | San Francisco | Seoul – www.applift.com 21  
  22. 22. Examples  of  non-­‐intrusive   integra<ons     Kaya Taner– AppLift – Berlin | San Francisco | Seoul – www.applift.com 22  

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