This document provides 3 case studies from a company called SOOMLA that measures ad lifetime value (LTV). The first case study shows how SOOMLA identified "ad whale lookalikes" for two games, which increased installs by 15,908 and revenue by $26,998 with a 69.5% ROI. The second case study optimized price floors for bids in an app, which led to a 3.5x increase in eCPM from one ad network and a 30% total revenue increase. The third case study used SOOMLA's tools to identify advertisers that caused high churn rates, allowing one game developer to optimize revenue by blacklisting certain advertisers

1. 3 Case Studies from Ad
Funded Games
Yaniv Nizan, CEO

2. About Me
Yaniv Nizan
CEO and Co-Founder
● CEO and Co-Founder of SOOMLA
● Co-founder of EyeView (Video Ads)
● Lived in Israel mostly + 4 years in Boston
● Have been in 29 countries to date

3. About SOOMLA
● #1 in Monetization Measurement
● First platform to measure Ad LTV
● Most advanced tech
MRR
Some of our Customers:

4. Agenda
1. Why Measuring Ad LTV is Critical
2. Case Study # 1 - Ad Whale Lookalikes with
3. Case Study # 2 - Price Floor Optimization with
4. Case Study # 3 - Churn and Predatory Advertisers with
5. Summary - Measuring Your Ads to Stay Ahead

5. Ad LTV is Critical
Ad-focused and IAP-focused publishers!

6. Traditional Model (IAP)
Ad LTV & User Acquisition
IAP $2.50 + IAA $0.50 = LTV $3.00
IAP $2.50 = LTV $2.50
In App Ads (IAA) Revenue Consideration
Max CPI = $2.49
Max CPI = $2.99

7. 100% Traffic Boost!
20% Increase in CPI =
100% Increase in Traffic!
$2.49
$2.99

8. Ad Whale
Lookalikes
Case Study # 1

9. Intro to Nanobit
Hollywood Story My Story

10. Ad Whale Trends Ad Whales are 10%
of User Base
They make 70% of
the ad revenue
Other Ad Whales
1. Ad Whales make up 70% of
revenue
2. The top user in a given app can
make over $100 in ad revenue
3. We see RTB bids of $999
10%
90%
30%
70%

11. Ad Whale Lookalikes - 69.5% ROI on D7
Installs D7 LTV D7 Revenue D7 ROI
My Story - Android 7,918 $2.53 $20,067 80.9%
My Story - iOS 998 $1.85 $1,845 50.5%
Hollywood Story -
Android
6,225 $0.77 $4,810 55.0%
Hollywood Story - iOS 767 $0.36 $276 16.7%
Total 15,908 $1.70 $26,998 69.5%

12. Scaling Ad Whales Other
Ad Whales
50%
0%

13. Nanobit’s Growth
in 2018
Q42017
Q12018
Q22018
Q32018
Q42018
RevenueGrowth

14. Optimizing Price Floors
Case Study # 2

15. Intro to Tripledot
Solitaire Soduko

16. Price Floor
Optimization
3.5x eCPM
Impressions on Different Bid Levels
0 95
Admob
Facebook

17. SOOMLA’s price floor
recommendations were
implemented on July 24th
and led to a 3.5x increase in
eCPM in one of the
ad-networks and a total
increase of 30% in revenue

18. July 24th
Price Floor
Optimization
3.5x eCPM
Revenue for US - iOS Interstitials

19. Blacklisting
Advertisers
Case Study # 3

20. Intro to Lotum
4 Pics 1 Word

21. Revenue Breakdown
per Advertised App
Dashboard Snapshot
Monitor who advertises in your
app and use it to optimize yield

22. Some
Advertisers
Churn 3x More
Word Connect
Mobile Strike
Gardenscapes
Game of War
Roll the Ball
Battle Bay
Toon Blast
Wish
Pet Rescue Saga
Leboncoin
3x Churn Compared to Gardenscapes
SOOMLA allows us to be data
driven in areas where we
previously couldn’t. I believe the
Traceback platform is highly
beneficial for app publishers who
monetize with ads.
Jans Abke
Co-Founder Lotum
Churn Rate

23. Advertiser
Breakdown:
Churn vs
Revenue
Word Connect
Mobile Strike
Gardenscapes
Game of War
Roll the Ball
Battle Bay
Toon Blast
Wish
Pet Rescue Saga
Leboncoin
-$10-$20-$30-$40 $0 $10 $20 $30
Lost Rev Per Mile Rev Per Mile

24. SOOMLA’s Approach to Ad LTV
Unbiased 3rd party100% focused on Ad LTV
Super granular data collection
Engage the ad-networks in the solution Ongoing truth testing
Superior modeling

25. Ad LTV Accuracy - SOOMLA’s Testing Results

26. Ad LTV Benchmarks
Industry Report - Ad LTV Benchmarks for Hypercasual and Ad-Funded Apps
1. Search Google for “Ad
LTV Benchmarks”
2. SOOMLA Blog -
Top Right Banner
Download Options

27. Questions?
soomla.com
blog.soomla.com

28. Thank You!