Delivered at Casual Connect USA 2016. Finding the right audience for your app is no easy feat – monetizing them with tact is equally as difficult. But to stay relevant, you must balance the two. Join us and explore several ways developers today are cohesively maximizing their UA and monetization efforts to fuel growth and drive revenue.

1. Finding the Balance
Managing the Monetization and UA Lifecycle

2. 800M
People Reached Each Month
4,200
Apps Installed Every Minute
with the ironSource Platform
150B
Registered & Analyzed Data Events
Every Month
80K+
PARTNERED APPS
SEP. 2010
ESTABLISHED
7.5B+
INSTALLATIONS TO DATE
700
EMPLOYEES
365
R&D EMPLOYEES
BEIJING CHINA SHANGHAI CHINA BANGALORE INDIASHENZHEN CHINATEL AVIV ISRAEL
SAN FRANCISCO UNITED
STATES
NEW YORK UNITED
STATES
LONDON UNITED KINGDOM
ironSource in Numbers

3. The Cycle of Mobile
Success

4. Perfection = The Infinite Loop
Monetization
User
Acquisition
Profit

5. Priming Your App Economy
Ad Monetization & Optimization
Bridging the Gap with User Acquisition

6. “A successful monetization strategy can
be adapted to your users and their
spending behaviors. It is dynamic and
encouraging, not rigid and forceful.”

7. Priming your app economy
Provide multiple, tiered currencies (if possible)
Present clear value to your users
Understand your monetization mix and ARPU
3.5% of gamers make IAPs -- but those who do, spend 30 times more
than the average gamer (paying and non-paying) with US$9.39 versus
US$0.32 per month per gaming app.*
*Appsflyer report

8. Ad Monetization
Rewarded Video
Advertiser
Player
Developer
Rewarded
Video
● Opt-in
● Gets Value
● Engagement
● Retention
● Revenue
● Quality engagement
● Positive brand
association

9. Ad Monetization
Nonstop Knight by Flare Games

10. Non EngagersAd Engagers
Ad Monetization
Rewarded Video
2%
6%
10%
4%
8%
0
Impact on Revenue
Percentage of users which generate IAP

11. LowLowest Medium High Highest
Ad Monetization
Rewarded Video
2
6
4
8
0
Impact on Engagement
Games Per Session vs. User Engagement Levels
◼ Ad Engagers ◼ Non Engagers

12. 1. User uses an app 2. User is offered a video to watch
3. User watches the video 4. User receives their reward
Rewarded Video (RV) - User Initiated
Free Gift

13. Interstitial ads - System Initiated

14. Ad Monetization - What to look for
How are your users engaging with your ads?
How many impressions is each ad unit
generating?
How do you balance ad frequency and pacing to
maximize user experience?

15. Ad Monetization
Optimization
2.2M 101.2K 5.2 c 2.6 c

16. Ad Monetization
Optimization
8

17. User Acquisition
Cross-promotion, Traditional Marketing, Organics
(social, viral features)
vs.
Paid Social and Ad Networks

18. ClickImpression App Open Registration PurchaseApp Store Install
Publisher Risk
Bridging the Gap - Who Owns the Risk?
User acquisition funnel
Publisher value Advertiser valueCost model Advertiser Risk

19. UA Quick Hits - How to Get Started
Set a budget and goals for around 1,000 installs, monitor
performance, try again.
Focus on the geos that are important to you, “testing” geos
is getting more expensive and isn’t always fruitful if your
budget is limited.
Ask for help! Your ad network or channel wants you to
succeed, don’t be scared to ask for tips and info that
has worked for similar games

20. What should I look for?
Where can you find the largest volume of quality users
at the lowest cost?
Which channels/geos perform the best in terms of
install rate and revenue?
How can I begin funneling earned revenue back into
these channels?
When you max out a channel, test the next one

21. In Summary
Prime your in-app economy for flexibility
Structure monetization before you start pouring
money into UA
Bridge the gap with UA

22. David Cohen
VP, Strategic Sales
david@ironsrc.com
@ironSource

23. Thank You