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The Developer Tour - Hanoi

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The Developer Tour - Hanoi

  1. 1. Monetization Deep Dive Enhancing User Experience and Ad Revenue Yuval Lotan Supply Leader - SEA, India, and Australia ironSource Ltd.
  2. 2. Top Partners INSEA DEVELOPERS EU DEVELOPERS PARTNER MEDIATIONS
  3. 3. The Gap IAPIAP Ad Monetization Ad Monetization Share of Revenue / Impact Share of Attention / Sophistication
  4. 4. Part 1 Rewarded Ads (User Initiated)
  5. 5. Rewarded Ads - The Magic Ad Unit Great eCPMs (= efficient revenue source) Great UX
  6. 6. Rewarded Ads - The Magic Ad Unit Definitely doesn’t hurt retention Definitely doesn’t hurt session length Important to make sure it doesn’t cannibalize IAP Can actually improve it by ~10% - 25% Can actually improve it by 10% - 30% Can actually improve it by 0 - 8%
  7. 7. Bottom line: Start with maximizing rewarded ads
  8. 8. Rewarded Ads KPIs = What to measure
  9. 9. Maximizing Revenue - WHAT KPIs? Publisher Network Impressions * Bids Implementation - Placements, Flow Engagement Rate Usage Rate (Imp/engaged user) Visibility Attractiveness Timing Alignment with virtual economy eCPM IPM Creatives Targeting Optimization (granular bidding, post-install events, suppression…) Revenue =
  10. 10. Engagement Rate and Usage Rate 6 Videos a day 100% Users 40% Users 1M DAU 400K DEU 2.4M impressions = Usage Rate
  11. 11. Session Depth and its Effects Imp IPM 1st 6 2nd 5 3rd 4.6 4th 4.1 5th 3.5 6th 3 7th 2.75 8th 2.5 9th 2.25 10th 2 · Sum of RV IPM · Sum of playable IPM
  12. 12. Benchmarks and Targets = What to aim for
  13. 13. DAU ⇨ Impressions Engagement Rate At least 35% aim for 50% Usage Rate At least 4.5 aim for 8 Total imp/DAU rate At least 1.3 aim for 4
  14. 14. Strategy = How to get there
  15. 15. Rewarded Video Strategy ● Reward ○ Valuable and interesting ○ Dynamic, diversified ● Timing ○ Clean environment (e.g. end of session) ○ Convenient time for installing an app ● Ads from Day 1 - part of your game design
  16. 16. Rewarded Video Strategy ● Visibility and Awareness ○ Engagement effects twice! ● Clarity ○ Does the user understand? ● Capping and pacing ○ To avoid risk ○ Segmentation
  17. 17. ● The goal is to maximize the total user LTV (ads, retention, IAP) ● You can only know by Testing Rewarded Video Strategy Testing, Testing, Testing - Data-driven decisions
  18. 18. Offerwall
  19. 19. Offerwall? Rewarded, User Initiated ad - great UX Wall of offers where users can complete for rewards Publisher gives reward only once they get paid
  20. 20. Offerwall Longer process for the user (> 90% CPE) Not part of the game flow Average revenue and reward per completion - $3 (unlike 2c in RV) Alternative payment method! (your 2nd store) ● Store, main screen ● Hard currency ● Awareness - pop ups, DCP
  21. 21. OW - Benchmark & Target Engagement Rate At least 5% aim for 10% Usage Rate At least 1.2 aim for 2 OW/RV revenue (ARPDAU) rate At least 40% aim for 80%
  22. 22. Part 2 System Initiated Ads (Interstitials, banners, native)
  23. 23. System Initiated Ads 50% of users won’t pay, and won’t engage with rewarded ads Display ads – the only way to monetize them (+ incremental revenue for the rest)
  24. 24. System Initiated Ads With no strong virtual economy (= weak IAP & Rewarded) - System Initiated becomes the main monetization option Can hurt UX, impact retention & session length, and effect probability to purchase Potential risks
  25. 25. How to effectively use system initiated ads ● Timing - when users finish playing, breaks ● Frequency / capping - average session length / 3. ● Segmentation - non paying non rewarded? ● Format - rewarded interstitial? X button? # of clicks? User’s Feedback? ● ARPDAU vs. Retention Decision - data driven decision!
  26. 26. What does good Implementation look like?
  27. 27. RV - 3 placements Free Reward Main screen, reward is changing (Time Warp, MegaBucks), pace - every 2 hours Free Reward Main screen, fixed with a timer, reward is 4 hrs Boost, cap to 6 impressions a day Speed boost Main screen, timer clock, reward is speed boost, cap to 3 impressions a day
  28. 28. What Does Good Implementation Look Like?
  29. 29. OW - 2 Placements Gold - Hard Currency Main Screen Free gold Store Free gold
  30. 30. What works in this implementation? ● Place - approachable and visible - Helps ER ● Simplicity - clear call to action, explanation page - Helps ER ● Reward - interesting and valuable - Helps ER + UR ● Available in high quantity (10-12 imp a day) – Helps UR ● Dynamic rewarding - keeps the ER + UR in good values ● User flow - a convenient time to make an install (end of session) - Helps IPM ● Reward type - soft currency for RV, hard for OW Make it fun, don’t apologize!
  31. 31. Summary ● Ads are more than a revenue tool - They improve many of your game’s KPIs ● Requires attention and professionalism ● Know what KPIs to monitor, what GOALS to set, and HOW to get there
  32. 32. Thank you
  33. 33. Don't Let 'Quantity Over Quality' Be Your Mobile Mantra Daphna Gal Senior Partner Development Manager, APAC AppsFlyer
  34. 34. Chapter 1: Don't Let 'Quantity Over Quality' Be Your Mobile Mantra
  35. 35. THE ATTRIBUTION AUTHORITY 100% Independent & Unbiased $17B Ad Spend Measured 85k+ ApplicationsIntegrated Partners 4,000+ 1T+ Mobile Actions Measured Per Month
  36. 36. The 3 Waves of App Marketing 3rd WAVE ROI 2nd WAVE Engagement 1st WAVE Acquisition Installs
  37. 37. You can’t go to the bank with installs
  38. 38. Source: AppsFlyer, May 2018 And Global Retention Rates Are...
  39. 39. While Uninstalling Apps is Common... 31%24% 25% 21% 22% 26% 31% 32% 36% 37% 32%
  40. 40. Not much to ride on anymore...
  41. 41. So What Do I do?
  42. 42. FOCUS ON VALUE!
  43. 43. Engagement Monetization
  44. 44. Engagement Monetization
  45. 45. The Engagement Wave
  46. 46. Basic In-App Events Click / View Multiple Channels Instal l App Stores App Launches -> Retention Connecting value back to acquiring channel & optimizing Specific App Activity
  47. 47. Rich In-App Events Basic In-App Event Rich In-App Event Add to Cart Add to Cart Content type (tablets) Content ID (433) Price (299) Currency (USD) Customer User ID (123456) Date (2/12)
  48. 48. 1) Meet specific business goals Acquire target audience; e.g. moms with young kids 2) Pinpoint top media sources to pinpoint future investment Network 3 Campaign 1 Publisher 12 Creative 6 delivered moms in their 30s The 1-2-3 Punch of Rich In-App Events
  49. 49. 3) Create Targeted Lists for Effective Retargeting Segment-Driven Retargeting Viewed Dresses Price > $100 Personalized Retargeting Consumer ID 8888 Items viewed 3434, 4545
  50. 50. Leveraging Raw Uninstall Data Analyze uninstalls per device or user characteristics Build an audience for retargeting
  51. 51. Feels great riding the engagement wave doesn't it?
  52. 52. But Are You Up for the Ultimate Wave?
  53. 53. Afraid to Catch The ROI Wave? 67%Don’t/can’t measure the ROI of their mobile marketing Source: Forrester
  54. 54. MOBILE IS ACTUALLY THE MOST MEASURABLE ECOSYSTEM EVER CREATED
  55. 55. Monetization I ♥ MOBILE
  56. 56. Which brings us to...
  57. 57. Chapter 1: Ad Revenue Attribution: The Missing Piece in Your LTV
  58. 58. Houston We Have a Problem
  59. 59. Weekly rate calculation
  60. 60. Fewer Ads Viewed Fewer In-App Purchases Poor retention → Monetization Squeeze
  61. 61. Winning in the 2018 App Economy
  62. 62. Maximize revenue from multiple revenue streams
  63. 63. 4-5% IAP: Whales Are Mighty but Few Share of Buying Users (2018, Gaming)
  64. 64. Maximize revenue from multiple revenue streams
  65. 65. ● Improved technology ● New ad formats ● Better targeting ● Accurate measurement of ads and their effectiveness Robust IAA Growth Forecasted
  66. 66. App Download Revenue In-app Purchase Revenue Subscription Revenue Ad Revenue IAA Already Eating Sizable Piece of the Pie
  67. 67. How Much to Spend With Without LTV = IAP $1.3 = $1.3 LTV = IAP $1.3 + IAA $0.6 = $1.9 Max CPI $1.29 Max CPI $1.89
  68. 68. How Much to Spend With Without LTV = IAP $1.3 = $1.3 LTV = IAP $1.3 + IAA $0.6 = $1.9 Max CPI $1.29 Max CPI $1.89
  69. 69. Super Important Considering CPI Trend
  70. 70. Network B Network A LTV = IAP $1.8 + IAA ? = $1.8 LTV = IAP $1.6 + IAA ? = $1.6 Where to Spend
  71. 71. Network B Network A LTV = IAP $1.8 + IAA $0.3 = $2.1 LTV = IAP $1.6 + IAA $0.8 = $2.4 Where to Spend
  72. 72. MEASURING AD REVENUE
  73. 73. Once enabled, your Facebook ad revenue will be automatically reported in your AppsFlyer dashboard. AppsFlyer Ad Revenue Reporting
  74. 74. Thanks! daphna.gal@appsflyer.com
  75. 75. UA Strategy in General Hung Lee Marketing manager of ABI team OneSoft
  76. 76. Top 8 Ad Networks
  77. 77. Khi chúng ta sử dụng nhiều ad network như vậy để kiếm người dùng thì điều vô cùng cần thiết là có một bên thứ 3 làm trọng tài bảo vệ sự công bằng cho chúng ta với các ad network. Có 2 công cụ tracking lớn mà chúng tôi tin tưởng dùng là Firebase và Appsflyer. ● Firebase là sản phẩm của Google, nhưng nó chỉ thích họp với Adwords cũng là sp của google. với các ad nework khác chúng ta cũng có thể dùng Firebase để tracking install được, nhưng chúng ta sẽ phải sử dụng bigquery để bóc tách các dữ liệu cần thiết (điều này mất nhiều thời gian và khó dùng) ● Ở đây chúng tôi khuyên các bạn dùng Appsflyer, bởi vì công cụ Appsflyer nó hiển thị cho chúng ta rất chi tiết và đầy đủ những thông số mà Marketing cần thiết. Cost, revenue, ROI, ARPU, CPI, retention...
  78. 78. Khi chúng ta đã biết các ad network lớn uy tín để dùng + ông trọng tài cần thiết Appsflyer. Nếu bạn sử dụng ngân sách quảng cáo lớn thì lại cần phải quan tâm đến vấn đề: Tại sao lại có sự khác nhau khá lớn về số lượng install giữa Google Play Console so với các công cụ thống kê của các Ad network, thậm trí là cả ông trọng tài Appsflyer. 1. Về cơ chế đo đếm ○ Google Play có nhiều views khác nhau về Install, nhưng số install đc report sẽ dựa vào unique users. ○ Các kênh quảng cáo, hay Appsflyer và Firebase sẽ đếm số install dựa vào unique devices. ○ Điều này có nghĩa nếu 1 user, khi họ thay đt, và sử dụng cùng login để install game trên devices mới thì: ■ Đối với Google Play: 1 install ■ Đối với Firebase/Appsflyer/Adwords: 2 installs
  79. 79. 2. Về cách phân bố số install của các channel ○ Đối với Google Play, trong phần User Acquisition report, dữ liệu sẽ chỉ chính xác khi các channel sử dụng UTM. Hiện tại thì các kênh quảng cáo lớn như Google và Facebook đã k còn sử dụng tracking link, nên data trên GG Play sẽ k chính xác cho các sources này. ○ Cách tính organic install: ■ Google Play có tính last click là source Direct, trong khi source Direct k đc tính trong các kênh quảng cáo ■ Ví dụ cụ thể 1: ● Day 1: user click quảng cáo Google, vào store, và chưa download ● Day 2: user vào store, click vào apps và download, mở game ● Đối với Google Play: last click là source Google Play (direct), và install sẽ đc tính cho Organic ● Đối với Appsflyer/Firebase: việc install này đc diễn ra thông qua last clicks là Google, và vì nằm trong window cho phép nên kênh Google sẽ đc tính install, thay vì organic. ■ Ví dụ cụ thể 2: ● Day 1: user click quảng cáo Google, vào store, và chưa download ● Day 45: user vào store, click vào apps và download, mở game ● Đối với Google Play: last click là source Google Play (direct), và install sẽ đc tính cho Organic ● Đối với Appsflyer/Firebase: việc install này đc diễn ra thông qua last clicks là Google, và vì nằm ngoài window cho phép nên kênh Organic sẽ đc tính install, thay vì organic.
  80. 80. Thank you

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