The Growth Loop: How Monetization and User Acquisition will Merge in 2019 | Nadav Ashkenazy

1. The Growth Loop:
How Ad Monetization and User
Acquisition Will Merge in 2019

2. Nadav Ashkenazy
VP Global Partnerships, ironSource
Nice to meet you

3. What makes a game a good business?
Retention? LTV? CPI? IPM?

4. LTV CPI>
across many apps
What makes a game a good business?

5. ARPDAU
What makes a game a good business?
Retention
My Game
LTV
IPMCPI
My Market
Advertiser eCPM

6. My Game

7. LTV = Retention & ARPDAU

8. B.
Waterfall management
Ad LTV → ARPDAU
A.
Implementation of ad units
● RV / OW implementation
● Interstitial frequency
● Banners?

9. My Market

10. eCPM = IPM x CPI

11. B.
CPI
● Measure the right LTV
● Based on ROAS
● Source level
● Waterfall position
● Constant adjustments
Advertiser eCPM
A.
Creatives (IPM)
● Type
● Diversity
● Localization
● Refreshment frequency

12. Advertiser eCPM → IPM → 1. Creative types
Win Rate (IPM)

13. Advertiser eCPM → IPM → 2. Creative diversity
Always challenge your
current creatives
Look for IPM-scale improvement

14. Advertiser eCPM → IPM → 3. Localization
Localization Works
IPM increase
in China
IPM increase
in France
30% 18%

15. Growth Design RenewalMaturity
Spend
Time
Localization
Advertiser eCPM → IPM → 4. Refreshment
Follow the creative cycle

16. Advertiser eCPM → IPM → 4. Refreshment
New creatives
minimize drop in
IPM by
16%
IPM per number of views for a specific user

17. B.
CPI
● Measure the right LTV
● Based on ROAS
● Source level
● Waterfall position
● Constant adjustments
Advertiser eCPM
A.
Creatives (IPM)
● Type
● Diversity
● Localization
● Refreshment frequency

18. Advertiser eCPM → CPI → 1. Measuring the right LTV

19. Advertiser eCPM → CPI → 1. Measuring the right LTV

20. Advertiser eCPM → CPI → 1. Measuring the right LTV
Predict LTV
the right way
● IAP and UAR LTV curves
behave differently
● Important to define the
right combined LTV curve

21. Advertiser eCPM → CPI → 1. Measuring the right LTV
Different ROAS goals needed for different geos

22. Advertiser eCPM → CPI → 2. Bid based on ROAS
Retention isn’t $
Average # of imp isn’t $
$ is $

23. Advertiser eCPM → CPI → 3. Bid per source
Dynamic bid
per title
● 8% of the titles generate
28% of the network installs
because they use granular
bidding
● 80% of these titles are
using our automatic bid
optimizer

24. Advertiser eCPM → CPI → 4. Know your position
~40%
of users watch
only 1 video
First position impact on reach

25. Advertiser eCPM → CPI → 4. Know your position
IPM drops by
5%
with each position
First position impact on IPM

26. Advertiser eCPM → CPI → 5. Constantly update
5.
Constantly
update
● Quality of source can change
● New sources
● Competition is also changing

27. Marketing
● Bid per source calculation
● New apps - taxonomy
● Considering ARPDAU trend
● Considering ROAS curve
Automation
Monetization
● User Ad Revenue - instance level
● User IAP revenue - PIE
● Automated ROAS curve
○ App - Country
ROAS
Goal

28. Advertiser
eCPM
A. Creatives (IPM)
Type
Diversity
Localization
Refresh
A. CPI
Measure the right LTV
Based on ROAS
Source level
Waterfall position
Constant adjustments

29. Questions?

30. Thank You