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The gain & pain of ad monetization – publisher stories

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The gain & pain of ad monetization – publisher stories

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The gain & pain of ad monetization – publisher stories

  1. 1. The Pain & Gain of Ad Monetization: Publisher Stories Ayala Rudoy SafeDK Dave Yonamine Chairman, Mobilityware Jarkko Rajamaki VP Advertising, Rovio John Boog-Scott COO, PeopleFun Karim Farghaly Director of Business Development, Bandai Namco Moderator
  2. 2. How are you monetizing your Apps? In-App Advertising In-App Purchase Paid Apps Data Monetization 1 2 3 40
  3. 3. Which OS generates more ad revenue per user? 100% iOS Ad revenue per user is higher
  4. 4. Ad formats that work best Rewarded Videos Interstitials Playable Ads Banners 1 2 3 40 Videos 1.5-2 How many ads on avg. users see per session? Avg. Ads per session
  5. 5. Are you doing your own mediation? How many Ad Networks are you using on average? 2 (50%) 1 (25%) 1 (25%) 50% 50% 0 0.5 1.0 1.5 2.0 3-4 5-6 7 Yes No
  6. 6. Are you doing direct deals? 25% 75% Yes No
  7. 7. User Experience vs. Ads Monetization • User retention and game quality first • Monetization is designed early in the process • Testing of different ad frequencies • It's all about great game design • By "feel“, backed up by retention analysis
  8. 8. Ads & User Retention • Rewarded Videos perform well in terms of retention • Ads can cannibalize in-app purchase • Ad SDKs crash a lot and harm user retention • Ads harm retention, never help • Well designed ad placements can increase retention
  9. 9. Key things to pay attention to • Ad Unit type and ad placement • Analytics to determine effectiveness and return • Maximizing ad revenue vs. Crashes caused by the networks • Ad placements need to be part of the core game design • Monetize but don't alienate
  10. 10. • Bad Content • Crashes • No ‘X’ • Black/White screen Biggest issues with ads
  11. 11. Avoidable mistakes • Not attributing Advertising KPIs to an analytics tool • Not keeping all SDKs up-to-date • Rolling out a new SDK when changes can’t be made • Long list…
  12. 12. Which ads are you blacklisting? Are you blacklisting ads? 100% Competitors Adult Politics Dating 1 2 3 40 Casino Anything Sensitive Yes
  13. 13. How do you handle unwanted ads in your apps?
  14. 14. Worst Ad Story
  15. 15. www.safedk.com Thank You!

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