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Mastering the Art of Rewarded Video Ads | Casual Connect Singapore 2016

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Rewarded video ads are the fastest growing category in mobile advertising and have become one of the best ways to capture the attention of today’s visually-stimulated consumers. Tal Shoham digs into the fine art of mastering rewarded video and how to do it right; perfecting the balance of ads in your app in order to increase engagement, maintain retention, monetize your app appropriately, and preserve your user fanbase.

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Mastering the Art of Rewarded Video Ads | Casual Connect Singapore 2016

  1. 1. Tal Shoham - VP International Business Development, Developer Solutions Mastering the Art of Rewarded Video Casual Connect Singapore 2016
  2. 2. Watch Video Press play to earn a prize!
  3. 3. You Watched the Video… Now enjoy your reward! Get your prize!
  4. 4. Video Ads What are we talking about?
  5. 5. Video Ads Product
  6. 6. Video Ads Product User-Initiated Opt-in, users engage on their own terms
  7. 7. User-Initiated Opt-in, users engage on their own terms UX Pre-cashed, HD, instant play, timer Video Ads Product
  8. 8. User-Initiated Opt-in, users engage on their own terms UX Pre-cashed, HD, instant play, timer Rewarded Content Users’ time = part of financial ecosystem Video Ads Product
  9. 9. User-Initiated Opt-in, users engage on their own terms UX Pre-cashed, HD, instant play, timer Rewarded Content Users’ time = part of financial ecosystem Product Integrity Strong vendors, seamless, multi-platform support Video Ads Product
  10. 10. User-Initiated Opt-in, users engage on their own terms UX Pre-cashed, HD, instant play, timer Rewarded Content Users’ time = part of financial ecosystem Product Integrity Strong vendors, seamless, multi-platform support Video SSPs Manage and optimize more than one video vendor Video Ads Product
  11. 11. Video Ads Monetization (Supply)
  12. 12. Top Developers are using it Video Ads Monetization (Supply)
  13. 13. Top Developers are using it Great UX users love it Video Ads Monetization (Supply)
  14. 14. Top Developers are using it Great UX users love it Significant $$$ eCPM, Fill-rate… Video Ads Monetization (Supply)
  15. 15. Top Developers are using it Great UX users love it Significant $$$ eCPM, Fill-rate… Video Vendors significant growth & opportunity Video Ads Monetization (Supply)
  16. 16. Think Like a Monetization Manager! Video Ads Monetization (Supply)
  17. 17. What Do Developers Care About? Video Ads Monetization (Supply)
  18. 18. User Experience user flow, UI, content, engagement, retention What Do Developers Care About? Video Ads Monetization (Supply)
  19. 19. User Experience user flow, UI, content, engagement, retention IAP in-store action What Do Developers Care About? Video Ads Monetization (Supply)
  20. 20. User Experience user flow, UI, content, engagement, retention IAP in-store action Technology SDKs, plugins, crashes, bugs What Do Developers Care About? Video Ads Monetization (Supply)
  21. 21. User Experience user flow, UI, content, engagement, retention IAP in-store action Technology SDKs, plugins, crashes, bugs Performance eCPM, fill-rate What Do Developers Care About? Video Ads Monetization (Supply)
  22. 22. User Experience user flow, UI, content, engagement, retention IAP in-store action Technology SDKs, plugins, crashes, bugs Performance eCPM, fill-rate What Do Developers Care About? Money $$$ Video Ads Monetization (Supply)
  23. 23. User Experience user flow, UI, content, engagement, retention IAP in-store action Technology SDKs, plugins, crashes, bugs Performance eCPM, fill-rate What Do Developers Care About? Money $$$ VIDEO! Video Ads Monetization (Supply)
  24. 24. Video Ads Monetization (Supply)
  25. 25. Video Ads Marketing (Demand - UA & Brands)
  26. 26. Brands Love Video Video Ads Marketing (Demand - UA & Brands)
  27. 27. Brands Love Video Top Developers/Advertisers Video Ads Marketing (Demand - UA & Brands)
  28. 28. Brands Love Video Top Developers/Advertisers High ROI/LTV Video Ads Marketing (Demand - UA & Brands)
  29. 29. Brands Love Video Top Developers/Advertisers High ROI/LTV Video Partners Video Ads Marketing (Demand - UA & Brands)
  30. 30. Think Like a UA Manager! Video Ads Marketing (Demand - UA & Brands)
  31. 31. What Do Advertisers Care About? Video Ads Marketing (Demand - UA & Brands)
  32. 32. Quality ROI, LTV... What Do Advertisers Care About? Video Ads Marketing (Demand - UA & Brands)
  33. 33. Quality ROI, LTV... Volumes What Do Advertisers Care About? Video Ads Marketing (Demand - UA & Brands)
  34. 34. Quality ROI, LTV... Volumes What Do Advertisers Care About? VIDEO! Video Ads Marketing (Demand - UA & Brands)
  35. 35. Video Ads Marketing (Demand - UA & Brands)
  36. 36. Rewarded Video Best Practices
  37. 37. Keep reward relevant how significant is the reward for your user? Rewarded Video Best Practices Criminal Case (Pretty Simple)
  38. 38. Variety of rewards to maximize user preference (energy, coins, life) Rewarded Video Best Practices King of Thieves (Zeptolab) King of Thieves (Zeptolab)
  39. 39. Unique implementation Rewarded Video Best Practices Best Fiends (Seriously) Watch a video and earn a spin Multiple rewards via one placement Mystery element
  40. 40. Multiple placements High visibility, consistent user awareness Rewarded Video Best Practices Warhammer Freeblade 40,000 ( Pixel Toys) Different rewards Pre level boost
  41. 41. In-game integration Integral part of the game flow Rewarded Video Best Practices Epic Skater (Kongregate) Bullet Boy (Kongregate) Continue from this point… with RV or currency
  42. 42. Case Study 1: Exponential Rewarding - Earn to Die 2, Not Doppler Earn to Die 2 operates a unique and robust currency system that involves exponential inflation for upgrades in the app – like upgrading the vehicle.
  43. 43. Case Study 1: Not Doppler Exponential Rewarding Earn to Die 2 25-38% Engagement Rate The Challenge ● Increase ongoing engagement in advanced levels as users get less engaged with RV Solution ● Implement unique RV system that adapts to players’ in-game progress and level ● User segmentation The Results Engagement rates increased Augmented smart rewarding scheme based on gameplay progress
  44. 44. Case Study 2: Upopa Games Hopeless 2: Cave Escape
  45. 45. Case Study 2: Upopa Games Hopeless 2: Cave Escape Upopa’s Monetization Evolution: IAP: 10 ¢ / user Interstitial Ads: 1 ¢ / user Length of level: 3 Minutes Result: Couldn’t show many interstitials due to length of uninterrupted level time
  46. 46. Case Study 2: Upopa Games Hopeless 2: Cave Escape Upopa’s Monetization Evolution: IAP: 10 ¢ / user Interstitial Ads: 1 ¢ / user Length of level: 3 Minutes Result Step 1 Couldn’t show many interstitials due to length of uninterrupted level time IAP: 10 ¢ / user Interstitial Ads: 2 ¢ / user Length of level: 20 Seconds Result Step 2 Interstitial Ad revenue increased, but opportunity for revenue still wasn’t optimized
  47. 47. Case Study 2: Upopa Games Hopeless 2: Cave Escape Upopa’s Monetization Evolution: IAP: 10 ¢ / user Interstitial Ads: 1 ¢ / user Length of level: 3 Minutes Result Step 1 Couldn’t show many interstitials due to length of uninterrupted level time IAP: 10 ¢ / user Interstitial Ads: 2 ¢ / user Length of level: 20 Seconds Result Step 2 Interstitial Ad revenue increased, but opportunity for revenue still wasn’t optimized IAP: 15 ¢ / user Interstitial Ads: 3 ¢ / user Length of level: 20 Seconds Rewarded Videos: 13 ¢ / user Result Step 3 IAP and Interstitial Ad revenues increased (due to longer in-app session time and LTV brought by RV).
  48. 48. Case Study 2: Upopa Games Hopeless 2: Cave Escape Upopa’s Monetization Evolution: IAP: 10 ¢ / user Interstitial Ads: 1 ¢ / user Length of level: 3 Minutes Result Step 1 Couldn’t show many interstitials due to length of uninterrupted level time IAP: 10 ¢ / user Interstitial Ads: 2 ¢ / user Length of level: 20 Seconds Result Step 2 Interstitial Ad revenue increased, but opportunity for revenue still wasn’t optimized IAP: 15 ¢ / user Interstitial Ads: 3 ¢ / user Length of level: 20 Seconds Result Step 3 IAP and Interstitial Ad revenues increased (due to longer in-app session time and LTV brought by RV). Rewarded Videos: 13 ¢ / user System-initiated products User-initiated products
  49. 49. Case Study 2: Upopa Games Hopeless 2: Cave Escape Upopa’s Monetization Evolution: Results IAP increased 50% LTV increased 70% More time spent in game More non-IAP monetization solutions More conversions More opportunitiesHopeless 2
  50. 50. Video Ads Summary All Love It! Advertisers / Developers / Users Best Practices Using RV is an art Goal-Oriented Performance Retention / IAP / Revenue / Engagement / Session Length
  51. 51. Questions? Tal Shoham VP International Business Development, Developer Solutions talsho@ironsrc.com Video Ads Summary

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