rewarded video advertising: how to engage the mobile gamer
TRANSCRIPT
Rewarded Video Advertising: How to Engage the Mobile Gamer
● 30-40 Minutes
● Ask questions at any time via this panel -->
● Q&A at the end
● Recording & slides via E-mail
Housekeeping
Rewarded Video Advertising: How to Engage the Mobile Gamer
Agenda
1. Introductions & Company Overviews
2. The App Ecosystem & Mobile Advertising
3. The History of the Rewarded Model
4. The Benefits & Impact of Rewarded Video Advertising
5. Innovations in Creative & Optimization
6. Conclusion & Summary
7. Q&A
INTRODUCTIONS & COMPANY OVERVIEWS
22,000+Integrated
SDKs
#1
100+ Billion 1k+
150+employees
2 PetabytesMonthlyTraffic
iOS Attribution SDK*
IntegratedPartners
Data PointsTracked Monthly
* Source http://mightysignal.com/top-ios-sdks?tag-24
20KActive Gaming
Apps
600M
1B+ 85% 98%
200EmployeesMonthly Global
Reach
Video Completion RateApp InstallsHuman & Viewable
(Moat Verified)
APP ECOSYSTEM & MOBILE ADVERTISING
Rewarded Video Advertising: How to Engage the Mobile Gamer
The Rise of the App Ecosystem & Freemium Model
353B2021
197B2017
Source: App Annie Market Forecast, 2017
WORLDWIDE MOBILE APP DOWNLOADS: 56% GROWTH OVER NEXT 5 YEARS
Rewarded Video Advertising: How to Engage the Mobile Gamer
The Growth Opportunity is in Mobile Games
Gaming SocialOther 18-24 25-34 35-44 45-54 55+
26% 28%
46% 21%
22%
15%
25%
17%
Everyone plays games. 75% are between the
ages of 25-54.*
Gaming is the #1 category in mobile, with
55 minutes per day.*
70%
Mobile users play mobile games & this will grow to
81% by 2020.**Source: *Tapjoy”s “Modern Mobile Gamer”, Jan 2017
** comScore, 2016
Rewarded Video Advertising: How to Engage the Mobile Gamer
Mobile Games : Freemium Model & Rewarded Advertising
Rewarded Video Advertising: How to Engage the Mobile Gamer
Don’t Take our Word for it...Users are Saying this Loud & Clear!
Gamers prefer rewarded Ads 4 to 1
Nearly 80% of US consumers indicate that they prefer opt-in ads that offer rewards such as in-app currency over mandatory ads, such as pre-roll videos.
Source: Tapjoy’s Modern Mobile Gamer Report, June 2017
Rewarded Video Advertising: How to Engage the Mobile Gamer
Rewarded Advertising : A Key Part of Mobile Advertising Growth
Source: Mary Meeker Internet Trends, 2017 & IAB/PWC Internet Trends Report, 2016
THE HISTORY OF REWARDED ADVERTISING
Rewarded Video Advertising: How to Engage the Mobile Gamer
• Age of Offerwall - Leveraging the rewarded model to climb app store ranking
Evolution of The Rewarded Model: The Pioneer
Rewarded Video Advertising: How to Engage the Mobile Gamer
• Rise of Video - Rich creatives to acquire & retain quality users; Brands starting to lean-in
Evolution of The Rewarded Model: Present
Rewarded Video Advertising: How to Engage the Mobile Gamer
• Virtual Reality & Augmented Reality
• Rewarded advertising & Interactive video will become de-facto advertising models for brands to engage with consumers
• Rewarded video is here to stay!
Evolution of The Rewarded Model: Future
BENEFITS OF REWARDED VIDEO ADVERTISING
Rewarded Video Advertising: How to Engage the Mobile Gamer
The Rewarded Video Model: Benefits to Users & Publishers
Increased Retention, Ad Revenue & IAPOpt-In, Premium User Experience
Rewarded Video Advertising: How to Engage the Mobile Gamer
The Impact of Rewarded Video Ads for Publishers
Source: Tapjoy’s Maximum Impact Report, August 2017
1
4
2 3
IAP CONVERSION
Users who engage with rewarded ads are 4.5x
more likely to make an in-app purchase
RETENTION
30-day retention increases 3-5x among those who engage with
rewarded ads
APP ENGAGEMENT
User sessions increase 34% after engaging with
a rewarded ad
Rewarded Video Advertising: How to Engage the Mobile Gamer
The Rewarded Video Model: Benefits to Advertisers
High Viewable & Completion RatesBrand Safe Environment
Rewarded Video Advertising: How to Engage the Mobile Gamer
The Impact of Rewarded Video Ads for Advertisers
Verified Human & Viewable
Click Through Rate
Video Completion Rate
98% 4% 85%
*Tapjoy’s Moat In-app Performance Benchmarks, Q2 2017
Audible & Fully On-Screen on Completion
2X
CURRENT INNOVATIONS
Rewarded Video Advertising: How to Engage the Mobile Gamer
Product Innovations in Creative
INTERACTIVE VIDEO PLAYABLES PERSONALIZED
Rewarded Video Advertising: How to Engage the Mobile Gamer
• Three sublevels of data
• Make performance evaluations at the creative level
• Optimize your best creatives across all ad channels
Measurement Innovations in Creative
Measuring creative in Adjust
Rewarded Video Advertising: How to Engage the Mobile Gamer
Leveraging Measurement for Innovations in Creative
• Cohort users to assess in-app performance per creative
• Test creative across demographics and publishers
• Create user lists based on customized criteria for enhanced targeting with the Audience Builder
Using Adjust to optimize on your most influential creative
Rewarded Video Advertising: How to Engage the Mobile Gamer
Product Innovations in Optimization
Make a Purchase
Level up in a Game
Create an AccountSubscribe for a Service
Complete a Free Trial
Rewarded Video Advertising: How to Engage the Mobile Gamer
Product innovations for optimization in Adjust
Measurement Innovations in Optimization
• Automated postback modules
• The Adjust Fraud Prevention Suite
• The Adjust Audience Builder
CONCLUSION & SUMMARY
Rewarded Video Advertising: How to Engage the Mobile Gamer
Evolution of Measurement in Mobile
• Attribution
• In-app events
• In-app revenue
Adjust: Your ultimate mobile measurement resource
Rewarded Video Advertising: How to Engage the Mobile Gamer
Evolution of Advertising in Mobile Gaming
• Creative
• Optimization
• Programmatic
Tapjoy: Maximum Mobile Impact
Rewarded Video Advertising: How to Engage the Mobile Gamer
Q&A
Joli BarrettaSenior Product Specialist
Adjust
Pratik ShahSenior Director of Ad Products
Tapjoy