Mix and Match: The perfect combination of reward & display ads for your app - Itay Riemer, ironSource

MIX & MATCHFinding the Perfect Balance

Between Rewarded and Display Ads

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DISPLAY ADVERTISING

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EVOLUTION OF DISPLAY ADVERTISING

Banner Interstitial Video InterstitialIn-Stream Video In-Stream

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TECHNOLOGY ADVANCEMENT

Networks SSP / Mediation Ad Exchanges

REWARDED ADVERTISING

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REWARD VS. DISPLAY

PUBLISHERS

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ECOSYSTEM & TRENDS Mobile App Monetization Models, 2014% of respondents (% change from 2013)

Source: Millennial Media

In-App Advertising

In-App Purchases

Paid App Downloads

9% ⇧

82%

40% 34%

7% ⇧

11% ⇩

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REWARD VS. DISPLAY

ADVERTISERS

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IAP (only 0.5% - 2% see profit, when done right.

Lower success rate)

Rewarded / Incent Ads (not easily integrated into all apps)

Display Ads (easy integration into all apps)

* Players who engage with ads are 2x more likely to make an IAP and spend 40-100% more than players who do not(source: DeveloperTech)

VS.

⇒ ⇒

● Banner● Interstitial● In-Stream● Video Interstitial● Video In-Stream

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What’s your goal? Brands vs. Performance

Reach vs. The Right Audience vs. Performance

Look-alike models

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ELEMENTS TO CONSIDERWHEN DETERMINING

THE RIGHT MIX

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LTV Engagement IAP Funnel and Cannibalization

Revenue UXType of App

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Display Rewarded

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FINDING THEPERFECT FORMULA

MEET UPOPA!

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UPOPA’S MONETIZATION EVOLUTION:

IAP:

10¢ / user

Interstitial

Ads:

1¢ / user

Lengthof level:

3Minutes

Result:

Couldn’t show many interstitials due to length of uninterrupted level time

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UPOPA’S MONETIZATION EVOLUTION:

IAP:

10¢ / user

Interstitial

Ads:

2¢ / user

Lengthof level:

20Seconds

Result:

Interstitial Ad revenue increased, but revenue still wasn’t high enough

IAP:

10¢ / user

Interstitial

Ads:

1¢ / user

Lengthof level:

3Minutes

Result:

Couldn’t show many interstitials due to length of uninterrupted level time

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UPOPA’S MONETIZATION EVOLUTION:

IAP:

15¢ / user

InterstitialAds:

3¢ / user

Lengthof level:

20Seconds

Result:

IAP and Interstitial Ad revenues increased (due to longer in-app

session time and LTV brought by RV).

Rewarded

Videos:

5¢ / user

IAP:

10¢ / user

Interstitial

Ads:

2¢ / user

Lengthof level:

20Seconds

Result:

Interstitial Ad revenue increased, but revenue still wasn’t high enough

IAP:

10¢ / user

Interstitial

Ads:

1¢ / user

Lengthof level:

3Minutes

Result:

Couldn’t show many interstitials due to length of uninterrupted level time

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THANK YOU