Closing the loopEnhancing user experiencewith Rewarded ad-monetization

Casual Connect Kiev, October 2017

Tal ShohamVP International Business Development, ironSource

Changing the focus

Ad Monetization

Revenue

Attention for IAPs

Attention Ad Monetization

IAP Revenue

Revenue Attention

How we analyze

IAP metrics

● % of paying users

● Retention rate

● Churn rate

● Average session duration

● ARPU / ARPDAU / ARPPU

● Type of reward - virtual goods

● Timing

● Minnows / Dolphins / Whales

How we analyze

IAP metrics

● % of paying users

● Retention rate

● Churn rate

● Average session duration

● ARPU / ARPDAU / ARPPU

● Type of reward - virtual goods

● Timing

● Minnows / Dolphins / Whales

Rewarded Ad Monetization Metrics

● ER / UR

● Retention rate

● Churn rate

● Average session duration

● ARPU / ARPDAU / ARPDEU

● Type of reward

● Timing

● Minnows / Dolphins / Whales

Engagement Rate and Usage Rate

Engagement Rate Usage Rate

6 Videos

100%Users

40%Users

1,000,000 DAU * 40% ER = 400,000 daily engaged users400,000 * 6 (UR) = 2,400,000 daily video impressions

App A App B

7.0

6.0

5.0

4.0

3.0

2.0

1.0

53% 7

EngagementRate

Usage Rate

50%

40%

30%

20%

10%

App A

7.0

6.0

5.0

4.0

3.0

2.0

1.0

12% 3

EngagementRate

Usage Rate

50%

40%

30%

20%

10%

App B

7.0

6.0

5.0

4.0

3.0

2.0

1.0

6

EngagementRate

Usage Rate

50%

40%

30%

20%

10%

Casino subcategory average

31%

6X

How to improveER and UR?

Placement ● Test alternative placements - from storefront to natural breaks

in the app

● Maximise the ad’s visibility, discoverability with minimal number of clicks for user

Reward ● How important is the currency to playing the game?

● Different currencies for each ad unit

User Flow● Is the ad product integrated at the optimal trigger points?

● Ad units should be available exactly when users need rewards

Traffic Driver ● Where are your traffic drivers located?

● Are the traffic drivers clear and self explanatory?

● Give them a consistent look & feel

The Power of Exponential Rewards

Case Study

Not Doppler● Smart rewarding scheme matches in-game

economy for their game Earn To Die 2

● Video reward system adapted to player’s in-game progress with exponential inflation for upgrades in the app

● Benefits

○ Engagement rate increased to 25% - 38%

○ Earn to Die 2’s ER went above subcategory averageUR increased from 4.5 to 6

● Engage Rate between 25% and 38% ● Market Benchmarks

Oct Nov

10%

20%

30%

40%

Boost ARPDAU withNew Ad Placements

Case Study

Fiveamp● Wanted to boost monetization and ad

engagement without disrupting user experience

● Added additional placement of RV

● Enhanced ad appeal and visibility by offering users the choice between 1 reward, or watching an ad and receiving 3

● Benefits

○ ARPDAU increased x2.5

○ 165% increase in revenue

○ 94% boost to ER

Earnings Before Additional Placement Earnings with the Additional Placement

RevenueJumps 165%

● Revenue Growth

SegmentationNot all users are equal, so don’t treat them like they are

1 2 3Paying vs. non-paying

usersEngaged with ads vs. non engaged

users

Custom in-app event i.e. Level 5 reached

Impressions *User quality for

advertisers IPM

Implementation - Placements, Flow

Engagement Rate Usage Rate(Imp/engaged user)

VisibilityAttractiveness

TimingAlignment with virtual economy

eCPM

Revenue =

Thank You