The Developer Tour - Hanoi

Monetization Deep Dive
Enhancing User Experience and Ad Revenue
Yuval Lotan
Supply Leader - SEA, India, and Australia
ironSource Ltd.

Top Partners
INSEA DEVELOPERS
EU DEVELOPERS
PARTNER MEDIATIONS

The Gap
IAPIAP
Ad
Monetization
Ad
Monetization
Share of Revenue / Impact Share of Attention / Sophistication

Part 1
Rewarded Ads (User Initiated)

Rewarded Ads - The Magic Ad Unit
Great
eCPMs
(= efficient revenue source)
Great
UX

Rewarded Ads - The Magic Ad Unit
Definitely doesn’t hurt
retention
Definitely doesn’t hurt
session length
Important to make
sure it doesn’t
cannibalize IAP
Can actually
improve it by
~10% - 25%
Can actually
improve it by
10% - 30%
Can actually
improve it by
0 - 8%

Bottom line:
Start with maximizing rewarded ads

Rewarded Ads KPIs
= What to measure

Maximizing Revenue - WHAT KPIs? Publisher Network
Impressions
*
Bids
Implementation -
Placements, Flow
Engagement Rate
Usage Rate
(Imp/engaged user)
Visibility
Attractiveness
Timing
Alignment with virtual economy
eCPM
IPM
Creatives
Targeting
Optimization (granular bidding,
post-install events,
suppression…)
Revenue =

Engagement Rate and Usage Rate
6 Videos a day
100%
Users
40%
Users
1M DAU 400K DEU
2.4M
impressions
=
Usage Rate

Session Depth and its Effects
Imp IPM
1st 6
2nd 5
3rd 4.6
4th 4.1
5th 3.5
6th 3
7th 2.75
8th 2.5
9th 2.25
10th 2
· Sum of RV IPM · Sum of playable IPM

Benchmarks
and Targets
= What to aim for

DAU ⇨ Impressions
Engagement Rate
At least 35%
aim for 50%
Usage Rate
At least 4.5
aim for 8
Total imp/DAU rate
At least 1.3
aim for 4

Rewarded Video Strategy
● Reward
○ Valuable and interesting
○ Dynamic, diversified
● Timing
○ Clean environment (e.g. end of session)
○ Convenient time for installing an app
● Ads from Day 1 - part of your game design

● Visibility and Awareness
○ Engagement effects twice!
● Clarity
○ Does the user understand?
● Capping and pacing
○ To avoid risk
○ Segmentation

● The goal is to maximize the total user LTV (ads, retention, IAP)
● You can only know by Testing
Testing, Testing, Testing - Data-driven decisions

Offerwall?
Rewarded, User
Initiated ad - great UX
Wall of offers where
users can complete for
rewards
Publisher gives reward
only once they get paid

Offerwall
Longer process
for the user
(> 90% CPE)
Not part of
the game flow
Average revenue and
reward per completion -
$3 (unlike 2c in RV)
Alternative payment
method!
(your 2nd store)
● Store, main screen
● Hard currency
● Awareness - pop ups, DCP

OW - Benchmark & Target
Engagement Rate
At least 5%
aim for 10%
Usage Rate
At least 1.2
aim for 2
OW/RV revenue
(ARPDAU) rate
At least 40%
aim for 80%

Part 2
System Initiated Ads
(Interstitials, banners, native)

50% of users won’t
pay, and won’t engage
with rewarded ads
Display ads – the only
way to monetize them
(+ incremental revenue for the rest)

With no strong virtual
economy (= weak IAP & Rewarded) -
System Initiated becomes
the main monetization
option
Can hurt UX, impact
retention & session
length, and effect
probability to purchase
Potential risks

How to effectively use system initiated ads
● Timing - when users finish playing, breaks
● Frequency / capping - average session length / 3.
● Segmentation - non paying non rewarded?
● Format - rewarded interstitial? X button? # of clicks? User’s Feedback?
● ARPDAU vs. Retention Decision - data driven decision!

What does good
Implementation
look like?

RV - 3 placements
Free Reward
Main screen, reward is changing
(Time Warp, MegaBucks), pace -
every 2 hours
Free Reward
Main screen, fixed with a timer,
reward is 4 hrs Boost, cap to 6
impressions a day
Speed boost
Main screen, timer clock, reward
is speed boost, cap to 3
impressions a day

What Does Good Implementation Look Like?

OW - 2 Placements Gold - Hard Currency
Main Screen Free gold Store Free gold

What works in this implementation?
● Place - approachable and visible - Helps ER
● Simplicity - clear call to action, explanation page - Helps ER
● Reward - interesting and valuable - Helps ER + UR
● Available in high quantity (10-12 imp a day) – Helps UR
● Dynamic rewarding - keeps the ER + UR in good values
● User flow - a convenient time to make an install (end of session) -
Helps IPM
● Reward type - soft currency for RV, hard for OW
Make it fun, don’t apologize!

Summary
● Ads are more than a revenue tool -
They improve many of your game’s KPIs
● Requires attention and professionalism
● Know what KPIs to monitor, what GOALS to set,
and HOW to get there

Don't Let 'Quantity Over
Quality' Be Your Mobile Mantra
Daphna Gal
Senior Partner Development Manager, APAC
AppsFlyer

Chapter 1:
Don't Let 'Quantity Over
Quality' Be Your Mobile Mantra

THE ATTRIBUTION
AUTHORITY
100%
Independent &
Unbiased
$17B
Ad Spend
Measured
85k+
ApplicationsIntegrated
Partners
4,000+
1T+
Mobile Actions
Measured Per Month

The 3 Waves of App Marketing
3rd WAVE
ROI
2nd WAVE
Engagement
1st WAVE
Acquisition
Installs

You can’t go to the bank
with installs

Source: AppsFlyer, May 2018
And Global Retention Rates Are...

While Uninstalling Apps is Common...
31%24%
25%
21%
22%
26%
31%
32%
36%
37%
32%

Not much to
ride on
anymore...

Basic In-App Events
Click /
View
Multiple
Channels
Instal
l
App Stores
App Launches
-> Retention
Connecting value back to acquiring channel &
optimizing
Specific
App Activity

Rich In-App Events
Basic In-App
Event
Rich In-App
Event
Add to
Cart
Add to Cart
Content type (tablets)
Content ID (433)
Price (299)
Currency (USD)
Customer User ID
(123456)
Date (2/12)

1) Meet specific business goals
Acquire target audience; e.g. moms with
young kids
2) Pinpoint top media sources to
pinpoint future investment
Network 3
Campaign 1
Publisher 12
Creative 6
delivered moms in their 30s
The 1-2-3 Punch of
Rich In-App Events

3) Create Targeted Lists for
Effective Retargeting
Segment-Driven
Retargeting
Viewed Dresses
Price > $100
Personalized
Retargeting
Consumer ID 8888
Items viewed 3434, 4545

Leveraging Raw Uninstall Data
Analyze uninstalls per device
or user characteristics
Build an audience for retargeting

Feels great
riding the
engagement
wave doesn't it?

But Are
You Up
for the
Ultimate
Wave?

Afraid to Catch
The ROI Wave?
67%Don’t/can’t measure the ROI of
their mobile marketing
Source: Forrester

MOBILE IS ACTUALLY THE
MOST MEASURABLE
ECOSYSTEM EVER CREATED

Chapter 1:
Ad Revenue Attribution: The
Missing Piece in Your LTV

Fewer Ads
Viewed
Fewer In-App
Purchases
Poor retention → Monetization Squeeze

Winning in the
2018 App Economy

Maximize revenue
from multiple
revenue streams

4-5%
IAP:
Whales Are Mighty but Few
Share of Buying Users
(2018, Gaming)

● Improved technology
● New ad formats
● Better targeting
● Accurate measurement of ads
and their effectiveness
Robust IAA Growth Forecasted

App
Download
Revenue
In-app
Purchase
Revenue
Subscription
Revenue
Ad
Revenue
IAA Already Eating Sizable Piece of the Pie

How Much to Spend
With
Without LTV = IAP $1.3 = $1.3
LTV = IAP $1.3 + IAA $0.6 = $1.9
Max CPI $1.29
Max CPI $1.89

Super Important Considering CPI Trend

Network B
Network A LTV = IAP $1.8 + IAA ? = $1.8
LTV = IAP $1.6 + IAA ? = $1.6
Where to Spend

Network B
Network A LTV = IAP $1.8 + IAA $0.3 = $2.1
LTV = IAP $1.6 + IAA $0.8 = $2.4
Where to Spend

Once enabled, your Facebook ad revenue will be automatically reported in your AppsFlyer dashboard.
AppsFlyer Ad Revenue Reporting

Thanks!
daphna.gal@appsflyer.com

UA Strategy in General
Hung Lee
Marketing manager of ABI team
OneSoft

Khi chúng ta sử dụng nhiều ad network như vậy để kiếm người dùng thì điều vô
cùng cần thiết là có một bên thứ 3 làm trọng tài bảo vệ sự công bằng cho chúng
ta với các ad network. Có 2 công cụ tracking lớn mà chúng tôi tin
tưởng dùng là Firebase và Appsflyer.
● Firebase là sản phẩm của Google, nhưng nó chỉ thích họp với Adwords cũng là sp của
google. với các ad nework khác chúng ta cũng có thể dùng Firebase để tracking install
được, nhưng chúng ta sẽ phải sử dụng bigquery để bóc tách các dữ liệu cần thiết (điều này
mất nhiều thời gian và khó dùng)
● Ở đây chúng tôi khuyên các bạn dùng Appsflyer, bởi vì công cụ Appsflyer nó hiển thị cho
chúng ta rất chi tiết và đầy đủ những thông số mà Marketing cần thiết. Cost, revenue, ROI,
ARPU, CPI, retention...

Khi chúng ta đã biết các ad network lớn uy tín để dùng + ông trọng tài cần thiết
Appsflyer. Nếu bạn sử dụng ngân sách quảng cáo lớn thì lại cần phải quan tâm
đến vấn đề:
Tại sao lại có sự khác nhau khá lớn về số lượng install giữa Google Play Console
so với các công cụ thống kê của các Ad network, thậm
trí là cả ông trọng tài Appsflyer.
1. Về cơ chế đo đếm
○ Google Play có nhiều views khác nhau về Install, nhưng số install đc report sẽ dựa vào unique users.
○ Các kênh quảng cáo, hay Appsflyer và Firebase sẽ đếm số install dựa vào unique devices.
○ Điều này có nghĩa nếu 1 user, khi họ thay đt, và sử dụng cùng login để install game trên devices
mới thì:
■ Đối với Google Play: 1 install
■ Đối với Firebase/Appsflyer/Adwords: 2 installs

2. Về cách phân bố số install của các channel
○ Đối với Google Play, trong phần User Acquisition report, dữ liệu sẽ chỉ chính xác khi các channel sử dụng
UTM. Hiện tại thì các kênh quảng cáo lớn như Google và Facebook đã k còn sử dụng tracking link, nên data
trên GG Play sẽ k chính xác cho các sources này.
○ Cách tính organic install:
■ Google Play có tính last click là source Direct, trong khi source Direct k đc tính trong các
kênh quảng cáo
■ Ví dụ cụ thể 1:
● Day 1: user click quảng cáo Google, vào store, và chưa download
● Day 2: user vào store, click vào apps và download, mở game
● Đối với Google Play: last click là source Google Play (direct), và install sẽ đc tính cho Organic
● Đối với Appsflyer/Firebase: việc install này đc diễn ra thông qua last clicks là Google, và vì
nằm trong window cho phép nên kênh Google sẽ đc tính install, thay vì organic.
■ Ví dụ cụ thể 2:
● Day 1: user click quảng cáo Google, vào store, và chưa download
● Day 45: user vào store, click vào apps và download, mở game
● Đối với Google Play: last click là source Google Play (direct), và install sẽ đc tính cho Organic
● Đối với Appsflyer/Firebase: việc install này đc diễn ra thông qua last clicks là Google, và
vì nằm ngoài window cho phép nên kênh Organic sẽ đc tính install, thay vì organic.

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