Mobile Spree 2018: Kerem Almedar, UA Manager, Gram Games, discusses the differences of UA mentality between Ad-base titles and IAP base titles and unknown leverages of Ads for IAP titles.

1. Ad-Based VS IAP:
UA Strategies
KEREM ALEMDAR
UA MANAGER

3. Why are they so
different?
Ad-based
IAP

4. Differences on Creation Phase
Production

5. Proctuction Phase
1 - Focuses more on meta game play and content
2 - Long term retention
3 - Conversion rates
4 - Avg. 1 year
1 - Focuses on core game play
2 - Short term retention
3 - Ad spaces and session times
4 - Avg. 2 months
IAP monetization;
Ad monetization;

6. Soft Launch - UA
Ad monetization;
- General IR and Volume Predictions
- Representative CPM countries for your main markets
- Erosion calculations
- LTV predictions for the base global launch bids
- Avg. 2 months
IAP monetization;
- Conv. rates on different Tiers
- Identifying your audience types and deciding on targeting
- LTV Predictions for ROAS targets
- Avg. 6 months

7. Global Launch

8. Erosion calculations for Ad-based

9. User Age vs Arpdau for IAP

10. UA - Methodologies

11. Bidding Methodologies
for Ad-based titles bid targets;
- Affected Retention metrics (Day 7 - 14 - 28).
- Affected by the general eCPM fluctuation (holiday sessions etc.).
- Affected by your DAU.
- Affected by other advertisers.
for IAP titles bid targets;
- Affected Conv. Metrics.
- Affected by ROAS.
- Affected by customer satisfaction.
- Affected by in-game maintenance.

12. Bidding Methodologies
for Ad-based titles bid targets;
- LT x Arpdau - Margin = bCPI
- LT x Arpdau x Virality fac. - Margin = CPI
for IAP titles bid targets;
- Avg. Covn. Value x Conversion Rate - Margin= bCPI
- bCPI + Org. Revenue per install= CPI

13. Bidding Methodologies
for Ad-based;
- Based on last T-60 to T-30 Retention Data
- Based on last avg. 7 Days Arpdau
- Based on seasonality and market
for IAP ;
- Based on last T-28 to T-7 Spending Curves
- Based on T-11 to T-4 conv. rate
- Based on historical data
- Based on desired payback time

14. Targeting Methodologies
for Ad-based titles;
- Broad Targeting
- No value differences based on Audiences
- Retention normalizes after certain Volume
- Differentiating Device base LTV is hard
for IAP titles;
- Audiences has different value
- Differentiating Device base LTV is easy
- Fluctuates by other games UA strategies

15. Creative Optimisation Methodologies
for Ad-based titles;
- IR is the main optimization metric
- Generic and Gameplay Focused
- Low effect on in-game metrics
- Saturation is fast
for IAP titles;
- ROAS is the main optimization metric
- Different ad concepts attracts different Audience Types
- Saturation is slow
- Localizations are important

16. Unknown Advantages of Ad-based

17. Using Both Monetizaiton Models

18. Takeaways…
Return on investment Short Long
Revenue per User Low High
Production Time Short Long
UA Optimisations Based on LT Base on Roas
Maintenance Low High
Business Model B2B B2C
Ad-Based IAP

19. Thank You!