How to create and manage UA budget for Performance in mobile gaming? Practical tips on how to do UA on rewarded video networks. What worked better for us what worked less? What you should know/be aware of once you are testing traffic sources beyond Google and Facebook?

1. UA beyond Google and Facebook
Magda Zaręba & Misha Syrotiuk, June 2019
by Huuuge Games

2. Magda Zaręba
Networks Media Buyer in Huuuge Games
Misha and Magda
Misha Syrotiuk
Head of Networks and DSPs in Huuuge Games

3. Free-to-Play Global Market Leader
Founded in
2014
491
Employees
11
Offices in 7
countries
$235M
Revenue 2018
Huuuge Casino Billionaire Casino Huuuge Stars

4. How large is the mobile gaming advertising market?

5. 2018 Mobile Gaming Ad Report
● It is estimated that mobile gaming made up 40% of Facebook’s mobile advertising revenue and
30% of Google’s advertising revenue in 2018
● Duopoly’s share of mobile gaming advertising revenue is 45%, slightly below its overall share of
mobile advertising revenue.
Source: https://mobiledevmemo.com/how-large-is-the-mobile-gaming-advertising-market/

6. Beyond Google and Facebook means what?
So if duopoly’s share of mobile gaming advertising revenue is 45%,
where do mobile game advertisers spend remaining 55%?

7. We tested 80+ UA ad networks over last 2 years

8. Budgeting UA in the right way

9. Budget structure

10. Budget structure

11. We work simultaneously with 20+ partners
22
partners
6
Direct
7
DSPs
6
Rewarded Video
3
Native

12. Where do I start?

13. Choose mobile attribution & marketing analytics platform (MMP)
“Attribute every app install to the marketing campaign and media source that drove it. Granular
dashboards report which network or channel, ad type, ad group, and ad creative drove each user.
The Overview dashboard (...) shows where your installs come from, your campaign’s performance, your
user retention and more.”
~ Appsflyer

14. Should I test them all?

15. Start with a self-serve platform
● Easy to start
● Fixed CPIs and daily budgets
● Good reporting system
● Flexible changes
● Diverse inventory
● Creatives: video (rewarded or interstitial) and playable

16. Use videos and playables and have full control over them
Gameplay 40sec video
PlayableApp’s Features

17. Where do I start?
● MMP integration ✔
● Choosing one of the self-serve platform ✔
● Creatives ✔
Now you’re ready to set up your first campaign on Ad Network.

27. The more you know the better - transparency is the key
The more you know the less things can surprise you and the better you can optimize your campaigns.
You can optimize traffic on many levels:
• Campaign
• Publishers/sites
• Creative
• Geo

28. What did we learn from testing 80+ networks
DO:
● Pick only trusted UA
partners
● Blacklist and whitelist
publishers based on
performance
● Allocate part of budget for
tests (5-20%)
DON’T
● Work with partners that are
not transparent
● Start with high budgets
and bids - you can always
increase them later
● Wait weeks for
performance to improve -
pause and cut sources fast

29. THANKS!
Questions?