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Developer Series 6x6 Tour: The power of interactive ads

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Developer Series 6x6 Tour: The power of interactive ads

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ironSource's Product Manager Daniel Herman talks to the 6x6 Beijing audience about how interactive ads help to turn passive users into active users, and what role data plays in creative optimization of these innovative ad units

ironSource's Product Manager Daniel Herman talks to the 6x6 Beijing audience about how interactive ads help to turn passive users into active users, and what role data plays in creative optimization of these innovative ad units

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Developer Series 6x6 Tour: The power of interactive ads

  1. 1. Daniel Herman 高级产品经理 互动广告设计 & 影响力 - From Passive to Active: The power of interactive ads
  2. 2. 关于我们 ironSource是一家以技术为根本,数据为驱动力,面向全球应用开发者,提供分发和管理全 面解决方案的公司 SEP. 2010 建立时间 7.5B+ 安转总量 700 员工 365 研发技术人员 80K+ 合作伙伴 800M 月触及用户 4,200 每分钟安装 150B 每月数据获取和分析
  3. 3. 战略投资 2014 中国办公室成立 20% 收入占比 合作伙伴 BAIDU LILITH CHEETAH MOBILE KING Youzu SUNGY NETDRAGON ELEX UC WEB BOYAA YODO 1 CYBERLINK TENCENT ALIBABA QIHOO IGG 在中国 Droidhang IdreamSky
  4. 4. ● Intro to interactive ads 互动广告基本介绍 ● Using in-ad data for optimization 使用in-ad数据进行优化 ● Creative best practices 最佳案例分享 ● Creative optimization & soft launch 创意优化和试发行 ● Looking ahead 未来展望 Agenda 内容提要
  5. 5. Hello :) I am Daniel Herman 大家好☺ 我是Daniel Herman
  6. 6. How did I end up in a creative studio? 入创意工作室 ???
  7. 7. What are interactive ads? 什么是互动广告?
  8. 8. The 3 ingredients for the interactive ad 互动广告的三要素 Interactive Ads 互动广告 Data 数据 Creative 创意 Technology 技术
  9. 9. YESTERDAY TODAY Non-Interactive Ads 非互动型广告 ● Passive experience 被动的用户体验 ● Limited variables to optimize 有限的优化模式 ● Limited data available 有限的数据支持 ● Banner blindness 横幅盲目性 Interactive Ads 互动广告 ● Active experience - literally touching the screen 积极的用户体验—— 触屏体验 ● Unlimited ways to optimize 不受限制的优化方式 ● In-ad user behavior data 广告内用户行为数据 ● Stands out - not everyone is using this format 独特出众,与众不同
  10. 10. From dark to light 在黑暗中摸索,向光明进发
  11. 11. The Install Process - Regular UA 常规UA下载安装过程 Install 下载安装 Impression 展示 User Engagement 用户互动 Click 点击
  12. 12. How playable ads and innovative creatives are changing this structure 可玩广告的革命性改造 Click 点击 Impression 展示 Install 下载安装 User Engagement 用户互动
  13. 13. Click 点击 Impression 展示 Install 下载安装 User Engagement 用户互动 + + + + + + LTV + + + Experience How playable ads and innovative creatives are changing this structure 可玩广告的革命性改造
  14. 14. Regular Ads Flow 常规广告用户行为流程 Impression 展示 Click to Install After Game End 游戏结束,点击下载
  15. 15. Playable User Behavior Flow 可试玩广告用户行为流程 Impression 展示 First Engagement 初次互动 Room Completed (5 items) 大功告成(5项任务) Click to Install After Game End 游戏结束,点击下载 Midway milestone (3 items) 半程打卡(3项任务) An illustration of a funnel of an engaged user 参与用户案例 49.3% 85.2% 15.1% 91.8%
  16. 16. Click 点击 Impression 展示 Experience 体验
  17. 17. Try before you “buy” “免费试吃” Word cookies - Playable ad 可试玩广告
  18. 18. Shaping the story 讲述自己的故事 Coin Master - Interactive Video 硬币大师——互动广告 Corn OR cup ?? 碗装?圆筒?
  19. 19. Let’s move! 一起出发! Homescapes - 360
  20. 20. Augmented reality Lineage 2 Revolutions - AR
  21. 21. 3x Avg. increase in conversions vs. the best video ad 转换率平均增长率 vs. 最优视频广告 2x Avg. increase in ROAS vs. the best video ad ROAS 平均增长率 vs. 最优视频广告 Interactive ads vs. video ads 互动广告 vs. 视频广告
  22. 22. Overcoming the hurdles 克服障碍
  23. 23. Engagement Capturing user attention 参与吸引用户
  24. 24. Coin Master 4D video 硬币大师4D 视频广告 1 2 V1 V2 Timer Visibale Not visible Time to choose Short Long Interactive elements - Highlighted
  25. 25. Coin Master 4D video 硬币大师4D 视频广告 1 2 +110% Conversion 转化率+110% +220% Engagement rate Insights from AB 对比观察 Give users time to choose 给用户充分时间选择 Highlight the interactive elements 突显互动元素
  26. 26. User flow - It’s all about the experience 用户体验
  27. 27. Overall 概述 1 2
  28. 28. +63% IPM Complicated Version 复杂版本 Simplified Version 简洁版本 Insights from AB 对比观察 Simple 简洁性 Divide the playable into levels so the user will feel a progress 划分难易程度使用户 在体验中获得进步与满足感 Overall 概述 1 2
  29. 29. Motivating for action 激励行动
  30. 30. Which endframe version worked best? 哪一种结束页面效果更佳? Golf Clash Playable Golf Clash可试玩广告 1 2
  31. 31. Golf Clash Playable Golf Clash可试玩广告 1 2 +107% IPM 提升107%
  32. 32. Lessons learned 经验总结 ✔ Simplification is key 简洁是关键 ✔ Guide users and Be clear 用户导航, 清晰 ✔ Winning works! 使用户在试玩阶段获胜 ✔ Tease users 引导用户 ✔ Be consistent with your app store page与您 的商店页面保持一致
  33. 33. New testing grounds 最新尝试
  34. 34. Saint Petersburg 圣彼得堡
  35. 35. ironSource Creative Launch ironSource 创意发布 Playrix new title launch Playrix新标题发布 Game Design 游戏设计 Soft launch 试发行 Hard launch 发行 Ongoing optimization 持续优化
  36. 36. The Creative Soft Launch by the ironSource Playworks Studio I ronSource Playworks 工作室创意发布 04 Playable Ads 可试玩广告 01 Interactive Videos 互动视频 03 Interactive end cards 交互式 end card Two weeks 两周时间 Pre Soft Launch Soft Launch 试发行测试 The ironSource Playworks team produced 8 creatives overall across diverse ad formats. ironSource Playworks制作了8款不同广 告形式创意
  37. 37. The Creative Soft Launch by the ironSource Playworks Studio ironSource Playworks 工作室创意试发行 One week 一周时间 Soft Launch 试发行 The team spent two weeks A/B testing and iterating in order to find the best-performing creatives 团队花两周时间进行A/B 测试寻找最佳创意. Winning creative 获胜设计 Winning creative 获胜设计 Winning creative 获胜设计 Winning creative 获胜设计
  38. 38. Results 成果 100% increase in IPM versus Playrix’s best-performing video ad 与Playrix 最佳视频广告相比 IPM增长率 50% decrease in eCPI eCPI下降率 60% of ironSource First impressions ironSource 60% 的首要展示流量 Top 3 rank achieved across the App and Play store charts 应用商店排行榜
  39. 39. Results – Installs 成果——下载安装率 Pre Soft launch Soft launch Global launch
  40. 40. What does the future holds? 谁主未来?
  41. 41. Ai 人工智能 Personalization 个性化 Deep Linking 深度链接
  42. 42. Thank You! ( 所有分享资料 , 将发布在公众号内 )

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