Learnings coming from 2018 benchmarks and working with sophisticated gaming clients. What things you should take into consideration thinking about ad monetisation in 2019? What is important, what is not important in ad monetisation?

1. What You Should Change
in Your Ad LTV
Measurement Strategy

2. Background
Yaniv Nizan
CEO and Co-Founder

3. Intro to SOOMLA
#1 Industry Leader in
Ad Measurement

4. Agenda
1. Trends in Ad Monetization
2. What is Ad LTV and How Is it Calculated?
3. Why Ad LTV is Critical for App Publishers (IAP Focused Too!)
4. Scouting Ad Whales and Their Benefits

5. Trends in Ad Monetization
What we are seeing

6. Mobile App Forecast - IAA Revenue

7. Trends We Noticed
1. Hypercasual (Yes, we’ve all heard the buzz)
2. Some Publishers are making over $0.15 ARPDAU
3. Some Publishers show 400 ads per month to each user on average.
4. Guess what? None of them are hyper casual!

8. eCPM Trends by Platform (US)

9. eCPM Trends by Ad Type (US)

10. eCPM Trends by Ad Type (US)

11. What is Ad LTV?
How is it calculated and why is it important?
Ad
LTV

12. Ad LTV Mythbusting
- Bad predictors of ad LTV: retention, sessions, impressions and clicks
- Mediation can’t access the ad-networks information
- Doing this well is complex and expansive
- Easy solutions = big errors - 400% user level and 50% cohort level

13. The Status Quo of Ad LTV
Ad-LTV: No Free GiftsAdvertising Black Box (Mis) Aligned Interests
??
?

14. 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

15. Accuracy is Power

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

17. 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

18. 100% Traffic Boost!
20% Increase in CPI =
100% Increase in Traffic!
$2.49
$2.99

19. Scouting Ad Whales
What are they? How do we find them?

20. Ad Whales
Defined:
5-10% of your users are responsible
for the majority of your ad revenue!
Let’s visualize this:

21. Understanding the Ad Whales
1. Demographics
2. Utilize for Lookalikes in UA
3. Less Competition
4. Significantly cheaper to target than IAP users

22. SOOMLA’s Use Cases

23. Questions?
soomla.com
blog.soomla.com

24. Thank You!

25. Thank you!
#1 Industry Leader in Ad Measurement