mix and match: the perfect combination of reward & display ads for your app - itay riemer,...
TRANSCRIPT
MIX & MATCHFinding the Perfect Balance
Between Rewarded and Display Ads
@ironSource
DISPLAY ADVERTISING
@ironSource
@ironSource
EVOLUTION OF DISPLAY ADVERTISING
Banner Interstitial Video InterstitialIn-Stream Video In-Stream
@ironSource
TECHNOLOGY ADVANCEMENT
Networks SSP / Mediation Ad Exchanges
REWARDED ADVERTISING
@ironSource
@ironSource
REWARD VS. DISPLAY
PUBLISHERS
@ironSource
ECOSYSTEM & TRENDS Mobile App Monetization Models, 2014% of respondents (% change from 2013)
Source: Millennial Media
In-App Advertising
In-App Purchases
Paid App Downloads
9% ⇧
82%
40% 34%
7% ⇧
11% ⇩
@ironSource
REWARD VS. DISPLAY
ADVERTISERS
@ironSource
IAP (only 0.5% - 2% see profit, when done right.
Lower success rate)
Rewarded / Incent Ads (not easily integrated into all apps)
Display Ads (easy integration into all apps)
* Players who engage with ads are 2x more likely to make an IAP and spend 40-100% more than players who do not(source: DeveloperTech)
VS.
⇒ ⇒
● Banner● Interstitial● In-Stream● Video Interstitial● Video In-Stream
@ironSource
What’s your goal? Brands vs. Performance
Reach vs. The Right Audience vs. Performance
Look-alike models
@ironSource
ELEMENTS TO CONSIDERWHEN DETERMINING
THE RIGHT MIX
@ironSource
LTV Engagement IAP Funnel and Cannibalization
Revenue UXType of App
@ironSource
Display Rewarded
@ironSource
FINDING THEPERFECT FORMULA
MEET UPOPA!
@ironSource
@ironSource
UPOPA’S MONETIZATION EVOLUTION:
IAP:
10¢ / user
Interstitial
Ads:
1¢ / user
Lengthof level:
3Minutes
Result:
Couldn’t show many interstitials due to length of uninterrupted level time
@ironSource
UPOPA’S MONETIZATION EVOLUTION:
IAP:
10¢ / user
Interstitial
Ads:
2¢ / user
Lengthof level:
20Seconds
Result:
Interstitial Ad revenue increased, but revenue still wasn’t high enough
IAP:
10¢ / user
Interstitial
Ads:
1¢ / user
Lengthof level:
3Minutes
Result:
Couldn’t show many interstitials due to length of uninterrupted level time
@ironSource
UPOPA’S MONETIZATION EVOLUTION:
IAP:
15¢ / user
InterstitialAds:
3¢ / user
Lengthof level:
20Seconds
Result:
IAP and Interstitial Ad revenues increased (due to longer in-app
session time and LTV brought by RV).
Rewarded
Videos:
5¢ / user
IAP:
10¢ / user
Interstitial
Ads:
2¢ / user
Lengthof level:
20Seconds
Result:
Interstitial Ad revenue increased, but revenue still wasn’t high enough
IAP:
10¢ / user
Interstitial
Ads:
1¢ / user
Lengthof level:
3Minutes
Result:
Couldn’t show many interstitials due to length of uninterrupted level time
@ironSource
THANK YOU