* Mobile User Acquisition * Mobile video ads * Mobile Measurement Learn how Smule, the maker of popular apps like ‘Sing! Karaoke’ and ‘Magic Piano’ with more than 50 million users, acquires users with video ads. - How to acquire mobile users with video via AppLovin - Tactics & UA best practices from Smule - How to accurately attribute marketing ROI with Adjust For more info on mobile measurement with Adjust, please visit: https://www.adjust.com/ For more info on AppLovin and video ads, please go to: https://www.applovin.com/

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● 35 Minutes
● Ask questions at any time via this panel -->
● Q&A at the end
● Recording & slides via E-mail
Housekeeping
Video Ads: The key to acquiring high quality new users

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1. Intro
2. AppLovin: How to acquire users with video ads
3. Smule: UA Best practices
4. Adjust: How to measure the success of your campaigns
5. Q & A
Table of Contents
Video Ads: The key to acquiring high quality new users

4. Source: Emarketer (2016), AppLovin (2015)
The Opportunity
- Video ads doubled in volume from 2011 - 2016
- US mobile video ad spend will reach $7bn in 2019
- 3 X higher retention for video vs. non-video ads
Video Ads: The key to acquiring high quality new users

5. Intro: AppLovin
AppLovin is a leading mobile marketing
platform that helps the world's largest brands
reach over two billion consumers globally with
relevant content.
Video Ads: The key to acquiring high quality new users

6. What we do
● Working in partnership with brands, we help identify users
who are likely to download and then determine the right
amount to bid to acquire them.
● We help brands gain insight from data and react to it in
real-time so they can scale their campaigns quickly to
reach a high volume of new users.
● AppLovin processes 50 billion ad requests per day and
550,000 ad requests per second, peaking at 800,000 ad
requests per second.
Video Ads: The key to acquiring high quality new users

7. AppLovin & Video Ads
● Our platform places video ads on thousands of highly
active apps in the mobile ecosystem ranging from
games to music, social, and entertainment.
● AppLovin uses programmatic, real-time optimizations
to serve and scale video ads on the most relevant
apps for your product.
Video Ads: The key to acquiring high quality new users

8. Why video ads are so popular
● Video ads account for 77% of ad spend on the AppLovin platform
● With video ads, user engagement is incredibly high because in 30
seconds, you can tell users so much about your product.
● Conversion rates are dramatically higher with video ads
● On average, video ads lead to 40 percent better retention than non-
video formats
Video Ads: The key to acquiring high quality new users

9. Best Practices with video ads...
● Constantly test new videos
● Iterate on your highest performing concepts
● Share your data with your ad network, including installs
and downstream conversion events, that indicate how your
ads perform
● Run both landscape and portrait (horizontal and vertical)
video orientations for a better user experience
● Localize your videos
Video Ads: The key to acquiring high quality new users

10. ● If you’re advertising an app, make sure that you make it clear in
the ad how the app functions: demonstrate the app’s core
elements or features so the user gets a good idea of what exactly
they can do with the app.
● If you’re advertising a product, leverage the intimacy of mobile by
speaking directly to the viewer
● Use end cards at the end of a video ad so users can click to
continue to your App Store page
Best Practices with video ads II
Video Ads: The key to acquiring high quality new users

11. Summary
● Use data to acquire valuable new users at scale
● Test video creative and iterate on what’s most
successful
● Enjoy dramatically higher conversion and
retention rates with video ads
Video Ads: The key to acquiring high quality new users

12. Intro: Smule
Video Ads: The key to acquiring high quality new users

13. The Acquisition Team
● Smule UA team: 6
● Advertise in over 40 countries
● Apps available on both iOS and
Android
Video Ads: The key to acquiring high quality new users

14. Acquisition Channels
● Social channels -
Facebook/Instagram
● Ad network partners: (AppLovin)
● Local ad networks/agencies
● Google Properties - search, youtube
Video Ads: The key to acquiring high quality new users

15. Focus: Video Ads
● All creative assets are video
where placements are available:
UA, Social, Branding
● Content is key, refresh often
Video Ads: The key to acquiring high quality new users

16. Video Ad Optimization
Video Ads: The key to acquiring high quality new users
● User generated content when
available
● Pick consistent channels to
test and optimize
● Creative refresh often
● Test, test, test!

17. Learnings from video ads
● Localized content
● Each network have its own video
spec requirements
● One concept variable per test
● Performance will differ by
platform, region, and channel
Video Ads: The key to acquiring high quality new users

18. Most Important Metrics
● Performance metrics for video ads:
○ CTR = Click through rate
(Impressions/clicks)
○ CPI = Cost per Install
○ CPM = Cost per 1000
impressions
○ ROI = Return on Investment
○ CPT = Cost per Trial
Video Ads: The key to acquiring high quality new users

19. AppLovin & Adjust @Smule
Adjust
● Adjust SDK integrated in all Smule apps, and able to directly postback KPI metrics
from Adjust to partners
● Robust reporting enable KPI optimization down to creative level
Applovin
● Transparent self serve platform with pub and creative performance stats
● Direct integration between Adjust and Applovin
● Effective Video creative testing
● Real time optimizations
Video Ads: The key to acquiring high quality new users

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What’s the benefit of a high performing
campaign if you can’t measure, make
decisions, and share results in real-time?
Adjust
Video Ads: The key to acquiring high quality new users

21. Katie Hutcherson
Director of Product
14,000+
Integrated
SDKs
#1
100+ Billion 800+
100+
employees
2 Petabytes
Monthly
Traffic
iOS
Attribution SDK*
Integrated
Partners
Data Points
Tracked
Monthly
* Source http://mightysignal.com/top-ios-sdks?tag-24

22. AppLovin Setup
Video Ads: The key to acquiring high quality new users
Quickly begin sending AppLovin all data necessary for them to optimize your Video Campaigns in real-time.

23. CTR
Video Ads: The key to acquiring high quality new users
Visualize which videos have highest CTR for certain countries, in whatever timezone you choose.

24. Day 8 Retention
Video Ads: The key to acquiring high quality new users
Smule can easily view highest performing AppLovin Video Campaigns by checking retention on the day that matters most.

25. ROI
Video Ads: The key to acquiring high quality new users
Visualize which videos have highest ROI based on 24 hour classic retention.

26. Ask Your Questions via the Question Module
Q&A
Video Ads: The key to acquiring high quality new users

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Further Resources
Learn more about video ads: AppLovin Blog
More info on mobile measurement: Adjust Blog
Video Ads: The key to acquiring high quality new users